Möchten Sie zur deutschen Seite wechseln?JaNeina
Close

Insights

clear all filters
  • At TMRE, GfK will reveal generational differences in purchase journeys, technology use
    • 10/18/17
    • Retail
    • Technology
    • Brand and Customer Experience
    • Consumer Panels
    • Shopper
    • Trends and Forecasting
    • United States
    • English

    At TMRE, GfK will reveal generational differences in purchase journeys, technology use

    With new, younger consumers becoming the focus of marketing in almost every category, GfK will be providing breakthrough insights on these emerging generations at next week’s The Market Research Event (TMRE).

    • 08/16/17
    • Health
    • Consumer Panels
    • Global
    • English

    Curating an answer to deeper consumer understanding through data

    This post was co-authored by Natasha Stevens and Michelle Morgan

    At a time when surveys seem to be under a kind of siege – viewed by some as backward and outdated – let me go out on a limb: Surveys have never been more important or relevant.

    Yes, behavioral data can tell us exactly what people do – no guessing or memory jogging required. But there are also restrictions; we may only know, for example, what people are doing within a single environment – online or in store. And while behavioral information can provide extremely rich consumer insight, it often cannot tell us why people do things: what they were hoping for, whether they were disappointed, and their feelings about the brands in their lives.

    The challenge for researchers

    Surveys can help us fill in all of these gaps; and yet we also know that consumers’ patience with long questionnaires – especially on smartphones – is shrinking. The challenge for smart researchers, then, is: How can we use surveys only when they will provide unique and indispensable information, but quit before our returns start to diminish?

    The answer is doubling down on a skill unfamiliar (and perhaps unsettling) to many researchers — data curation. Here we use different data sets, often from very diverse sources, to create the complete picture we need of consumers’ preferences and behavior. By linking two or more data sets through carefully developed criteria, we can focus our survey takers on giving us only the information we can obtain nowhere else.

    Data curation in action

    One recent example of data curation in action was inspired by the looming changes in US healthcare and insurance. Survey data capturing public opinion on US healthcare reform is abundant – much of it focused on the specifics of the policy itself, with respondents generally profiled according to their political affiliation. We wanted to develop a profile of survey respondents that went beyond party politics and looked more deeply at motivations and personal characteristics around health.

    Using KnowledgePanel®, the largest probability-based online panel in the US, supplemented with key health psychographic variables from MRI’s gold-standard Survey of the American Consumer®, we were able to develop a more nuanced picture of our survey takers. The MRI-KnowledgePanel® fusion allowed us to integrate health-related profile data for KnowledgePanel® members – such as body mass index (BMI), information about chronic physical and mental health conditions, and health insurance status – with 25 health psychographic variables from MRI.

    We found that those who disapprove of the Affordable Care Act are less likely to believe that generic drugs are as good as brand-name drugs.

    In addition, they are more likely to be the first to try advanced medication and more likely to agree that medication has improved their quality of life.

    Using the integrated databases, we were able to add a number of high-value characteristics to the mix without additional questions or fees; these included presence of chronic health conditions, medication compliance, body-mass index, and body image.

    Deeper insights from fused data

    By mastering data integration and curation, we can deepen our insights from any one source. In our healthcare example, the fused data allowed us to develop a richer and more robust profile of survey respondents than we could achieve with KnowledgePanel® data alone. With the right data resources and expertise, this new approach creates almost infinite possibilities for expanded insights.

    Natasha Stevens is Executive Vice President of Digital Experiences at GfK. Michelle Morgan is the Research Director of Data and Insights Integration. To share your thoughts please email natasha.stevens@gfk.com or michelle.morgan@gfk.com. 

     

     

     

     

     

     

     

     

     

     

     

     

    hbspt.cta.load(2405078, 'c8ef7288-c2e0-4cae-86a4-a0d3535430e8', {});

  • Soda maker machines still a hot item
    • 05/29/17
    • Consumer Goods
    • Consumer Panels
    • Point of Sales Tracking
    • Belgium
    • English

    Soda maker machines still a hot item

    A soda maker machine turns normal tab water into the widest range of bubbles and cold beverages (like sparkling water, beer and other beverages). The machines generally use a carbonator (gas cylinder) filled with CO2, which is inserted inside the machine to provide the fizz in the water.

  • Putting your performance in perspective: GfK Consumer Wallet
    • 05/16/17
    • Retail
    • Technology
    • Consumer Goods
    • FMCG
    • Consumer Panels
    • Sweden
    • English

    Putting your performance in perspective: GfK Consumer Wallet

    Understand and meet the evolving needs of your customers is key to connect and create a loyal relationship with them. Consumer Wallet will give you the opportunity to track your business performance as well as your competitors over time, you'll be able to identify and understand the growth drivers like number of customers, how often they buy or the average purchase value.#

  • Peter Feld joins GfK SE as new CEO
    • 03/10/17
    • Financial Services
    • Health
    • Consumer Health
    • Optics and Acoustics
    • Media and Entertainment
    • Public Services
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Media Measurement
    • Brand and Customer Experience
    • Consumer Panels
    • Digital Market Intelligence
    • Social Media Intelligence Center
    • Market Opportunities and Innovation
    • Mystery Shopping
    • Promotion and Causal Retail
    • Point of Sales Tracking
    • Point of Sales Analytics
    • Shopper
    • Trends and Forecasting
    • User Experience (UX)
    • United States
    • English

    Peter Feld joins GfK SE as new CEO

    The Supervisory Board of GfK SE has today appointed Peter Feld (51) as new Chief Executive Officer and Management Board member effective March 15, 2017.

  • Peter Feld joins GfK SE as new CEO
    • 03/10/17
    • Financial Services
    • Health
    • Consumer Health
    • Optics and Acoustics
    • Media and Entertainment
    • Public Services
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Media Measurement
    • Brand and Customer Experience
    • Consumer Panels
    • Digital Market Intelligence
    • Social Media Intelligence Center
    • Market Opportunities and Innovation
    • Mystery Shopping
    • Promotion and Causal Retail
    • Point of Sales Tracking
    • Point of Sales Analytics
    • Shopper
    • Trends and Forecasting
    • User Experience (UX)
    • Canada
    • English

    Peter Feld joins GfK SE as new CEO

    The Supervisory Board of GfK SE has today appointed Peter Feld (51) as new Chief Executive Officer and Management Board member effective March 15, 2017.

  • GfK joins AAPOR Transparency Initiative
    • 01/10/17
    • Public Services
    • Consumer Panels
    • Omnibus
    • Government & Academic (North America)
    • KnowledgePanel® (North America)
    • Government & Academic (North America)
    • Public Communications and Social Science
    • United States
    • English

    GfK joins AAPOR Transparency Initiative

    Two GfK research divisions in North America – Government & Academic and Public Communications & Social Science – have been accepted for membership in the American Association for Public Opinion Research (AAPOR) Transparency Initiative.

  • GfK joins AAPOR Transparency Initiative, USA
    • 01/10/17
    • Public Services
    • Consumer Panels
    • Omnibus
    • Government & Academic (North America)
    • KnowledgePanel® (North America)
    • Government & Academic (North America)
    • Public Communications and Social Science
    • Global
    • English

    GfK joins AAPOR Transparency Initiative, USA

    Two GfK research divisions in North America – Government & Academic and Public Communications & Social Science – have been accepted for membership in the American Association for Public Opinion Research (AAPOR) Transparency Initiative.

  • Consumer Confidence Index drops five points
    • 11/30/16
    • Financial Services
    • Consumer Goods
    • FMCG
    • Consumer Panels
    • Trends and Forecasting
    • United Kingdom
    • English

    Consumer Confidence Index drops five points

    GfK’s long-running Consumer Confidence Index has decreased by five points this month to -8. All five of the measures in the Index saw decreases in November.

  • Are there turbulent times ahead for consumer confidence?
    • 11/04/16
    • Financial Services
    • Retail
    • Technology
    • Consumer Goods
    • FMCG
    • Consumer Panels
    • United Kingdom
    • English

    Are there turbulent times ahead for consumer confidence?

    I think it’s safe to say that 2016 has been one of the most interesting years since the GfK Consumer Confidence Barometer (CCB) started back in 1974.

    The monthly survey we carry out for the European Commission among UK consumers started the year in a resiliently bullish mood, increasing two points to +4 in January.

    But we quickly saw concerns about the EU Referendum. In February, the Overall Index Score dropped four points back to zero.

  • Consumer Confidence Index drops two points
    • 10/28/16
    • Financial Services
    • Retail
    • Consumer Panels
    • Market Opportunities and Innovation
    • Point of Sales Analytics
    • Shopper
    • Trends and Forecasting
    • United Kingdom
    • English

    Consumer Confidence Index drops two points

    ...but consumers say they are not afraid to spend.

    GfK’s long-running Consumer Confidence Index has decreased by two points this month to -3. Two of the measures in the Index saw increases and three of the measures saw decreases in October.

  • GfK MRI Partners with Cubeyou, Enhancing Gold-Standard Consumer Profile Data with Billions of Social Media Interactions
    • 10/24/16
    • Media Measurement
    • Consumer Panels
    • Social Media Intelligence Center
    • GfK-MRI
    • United States
    • English

    GfK MRI Partners with Cubeyou, Enhancing Gold-Standard Consumer Profile Data with Billions of Social Media Interactions

    GfK MRI and Cubeyou are joining forces to create an unmatched resource for understanding the interactions of social media and product usage – deep profiles of consumer beliefs and behavior married to social media use data from over 10 million accounts.

General