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  • Best practices to bulletproof drug device and delivery innovations
    • 09/28/16
    • Health
    • User Experience (UX)
    • Medical Devices
    • Global
    • English

    Best practices to bulletproof drug device and delivery innovations

    Explore our free webinar recording that will answer key questions and learn best practices in the application of human factors engineering that can bulletproof Rx and medical device innovations.

  • GfK’s Lauren Zack to Speak at Digital Design & Web Innovation Summit
    • 08/31/16
    • Consumer Goods
    • User Experience (UX)
    • United States
    • English

    GfK’s Lauren Zack to Speak at Digital Design & Web Innovation Summit

    Lauren Zack, Senior Vice President of User Experience (UX) at GfK, will explore ways to maximize the user experience of minimum viable products in a session at the Digital Design and Web Innovation Summit.

    • 08/19/16
    • Technology
    • User Experience (UX)
    • Global
    • English

    Turning the smart home into a consumer-led revolution

     

     

     

    Connected consumers around the globe have brands wondering what smart product technologies are next in line for mass adoption.  Even though a number of emerging tech trends have enormous potential, the smart home in particular stands out as one that offers endless opportunities for brands.  However, adoption of the technology so far has been slow due to a fragmented and confusing market that consumers don’t fully understand.

    For the smart home to truly be successful, it must transform from a technology-led revolution to a consumer-led revolution, with partnerships, collaboration and education providing necessary clarity.  But with opportunities in several different categories, where do key players begin?

    Start with what consumers expect

    In order to fulfill consumer expectations for the smart home, manufacturers must start by understanding what those expectations are and how they appeal to consumers.  In our global study of 7,000 consumers in seven markets, we found that a majority of consumers (86%) were aware of the term “smart home”, but most have a relatively limited depth of knowledge on what it actually is.

    Additionally, appeal for the smart home varies by market and demographic, with millennials and generation Xers in developed countries showing the most potential as early adopters.  And while various smart home categories like security and control, energy and lighting, entertainment and connectivity, etc. have different levels of appeal, around half of consumers globally agree that smart home technology will have an impact on their life in the next few years.

    Focus on the consumer benefits

    When it comes to the smart home though, high awareness isn’t enough for widespread adoption.  In fact, outside of cost, the main barrier for consumers globally, the lack of a cohesive vision or product has blurred the benefits of using the technology.

    In addition, many consumers have concerns over their personal privacy and whether or not integration between devices will be simple and seamless.  For smart home products and services to work together, collaboration and partnerships must happen within the market, and consumers will need to be educated on the full benefits of living in a smart home.

    Finding smart home success

    The path to success for smart home developers lies in understanding specific market needs, ensuring a seamless user experience through innovative partnerships and collaboration and communicating how the technology will enhance the lives of connected consumers.  With the smart home already appealing to many consumers around the world, technology must no longer be the driving force behind smart home innovation…  it’s now time for consumers to lead the revolution.

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

    Learn more about the smart home

     

     

     

    Download our whitepaper now

     

     

     

     

     

     

     

     

     

     

     

     

     

    • 08/17/16
    • Technology
    • Automotive
    • User Experience (UX)
    • Connected Consumer
    • Global
    • English

    Building on Elon Musk’s master plan: Payment systems and the future of automotive

     

     

     

    In a recent Let’s Talk Payments article, I discussed Elon Musk’s recently published Master Plan part 2 that outlines his vision for the future of Tesla, which now includes the acquisition and merger of Solar City. In my article I pointed out the disappointing omission of an in-vehicle payments platform from Musk’s plan.

    Therefore, I took it upon myself to update Musk’s master plan part 2 to include a necessary fifth item about payments, which many automotive companies are already working on but have yet to fully develop. The new plan looks like this:

    1. Create stunning solar roofs with seamlessly integrated battery storage
    2. Expand the electric vehicle product line to address all major segments
    3. Develop a self-driving capability that is ten times safer than manual via massive fleet learning
    4. Enable your car to make money for you when you aren’t using it
    5. Install an operating system that allows your car to pay for things using a digital wallet

    The need for in-vehicle payment systems

    Connecting the vehicles we drive with our surroundings is universally believed to be the future of the automobile.  The use cases for including a payments platform across passenger vehicles, heavy duty trucks, buses and semis are many; parking, tolls, fuel/charging, maintenance, car washes, the drive-through and even for use by an advanced digital assistant to help with booking reservations, hotels, etc.  Thus alleviating the need to find and locate a credit or debit card and read the numbers over the phone which would in-turn make vehicles safer.

    With the inclusion of the sharing economy as #4 on Musk’s to-do list, coupled with the fact that Musk’s fleet of solar electric vehicles will be autonomous, e.g. self-driving, this leaves plenty of opportunity to plan, shop and make purchases while in route. And with the rest of the automotive world including Ford, Honda, Mercedes and potentially Apple working on autonomous and electric cars, wouldn’t a seamless payments capability be a differentiator for Tesla’s vehicle; further increasing Musk’s lead from the pack of other automakers?

    Making auto-based payments invaluable

    To make an in-vehicle payment system superior and encourage usage over an app on a phone, the user experience must be superior.  Integrating customer needs with functionality and simplicity that trumps mobile app usage will go a long way to making the vehicle the payment method of choice among consumers. And although Musk shuns market research, these types of design and usability preferences can be easily determined through a well-designed user experience research program.

    The value proposition of including an in-vehicle payments platform may be lost on consumers today, but in the future it will be a table stake, much like cruise control and blue tooth capability. By getting there first, Musk could dominate and create yet another competitive advantage for Tesla.

    Whether or not Musk finds a payments platform too detailed for inclusion in his master plan is yet to be seen, I’m still waiting to hear back from him.

    Tim Spenny is Senior Vice President on the Financial Services team at GfK. He can be reached at tim.spenny@gfk.com.

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

    Learn about mobile payment adoption

     

     

     

    Download our whitepaper now

     

     

     

     

     

     

     

     

     

     

     

     

     

  • The fickle relationship between brand and the user experience
    • 08/01/16
    • Brand and Customer Experience
    • User Experience (UX)
    • United States
    • English

    The fickle relationship between brand and the user experience

    A new connection between the user experience (UX), purchase intent, and brand strength identifies linkages to growth.

  • The fickle relationship between brand and the user experience
    • 08/01/16
    • Brand and Customer Experience
    • User Experience (UX)
    • Canada
    • English

    The fickle relationship between brand and the user experience

    A new connection between the user experience (UX), purchase intent, and brand strength identifies linkages to growth.

  • Continuous user testing – guarantor of long-running success in the software market
    • 06/28/16
    • Financial Services
    • User Experience (UX)
    • Global
    • English

    Continuous user testing – guarantor of long-running success in the software market

    This video outlines the successful collaboration between GfK and DATEV on more than 150 user experience projects for DATEV's software.

  • Continuous user testing – guarantor of long-running success in the software market
    • 06/28/16
    • Financial Services
    • User Experience (UX)
    • United Kingdom
    • English

    Continuous user testing – guarantor of long-running success in the software market

    This video outlines the successful collaboration between GfK and DATEV on more than 150 user experience projects for DATEV's software.

  • Testing the vehicle interfaces of tomorrow
    • 06/28/16
    • Automotive
    • User Experience (UX)
    • Global
    • English

    Testing the vehicle interfaces of tomorrow

    We help a European automaker conduct user experience and usability research for its navigation and infotainment systems.

  • Testing the vehicle interfaces of tomorrow
    • 06/28/16
    • Automotive
    • User Experience (UX)
    • United Kingdom
    • English

    Testing the vehicle interfaces of tomorrow

    We help a European automaker conduct user experience and usability research for its navigation and infotainment systems.

  • GfK, Fieldwork Offer State-of-the-Art User Experience Research Facility in Boston
    • 06/20/16
    • User Experience (UX)
    • UX Labs
    • United States
    • English

    GfK, Fieldwork Offer State-of-the-Art User Experience Research Facility in Boston

    GfK, home to the largest UX team in the world, has collaborated with Fieldwork, a leader in world-class market research facilities, to establish a user experience (UX) research studio in the heart of Boston’s MetroWest.

    • 06/14/16
    • Consumer Goods
    • User Experience (UX)
    • Global
    • English

    Living together: What happens when you invite a product home

     

     

     

    The difference between buying a product and then actually living with it is a bit like choosing a flatmate. Your first choice might automatically be the person you have most fun with: the one who makes you laugh and who’s always up for an adventure. But is that always the right decision?

    When it comes to co-existing seven days a week, wouldn’t you be better off with somebody a little quieter – someone who’s happy to share the chores and understands the occasional need for a night in front of the TV?

    Similarly, do you want to live with the product whose packaging is designed for one thing only – to silently shout at you from a crowded supermarket shelf, ‘buy me, buy me, take me home’?

    From salesman to companion: A product’s transformation

    The reality is that packaging only operates as the ‘silent salesman’ it’s designed to be for 1% of your relationship. Then it morphs into the ‘silent companion’ you have to live with.

    The toothpaste you see every morning and evening. The shampoo in your shower, sharing intimate moments with you. The coffee in your cupboard.

    These and countless other touchpoints have at least as much influence on brand equity and esteem as the few seconds we tend to spend with a product in an aisle. Far more, in all probability, as they are there to share the minutiae of our lives (often in ways that you wouldn’t dream of sharing with your flatmate…).

    The first moment of truth: A dangerous obsession?

    The reality is, however, that many marketers remain obsessed with that fleeting but still vitally important first moment of truth (FMOT). As a result, they remain oblivious to packaging’s potential for enriching and deepening the brand-relationship, and enhancing the value that people get out of the product.

    Thought and investment: Adding brand personality

    It’s an occasion to savor when we do see products that clearly have benefited from some proper thought and investment. Package shapes that amuse – think children’s drink cartons that waddle like penguins.

     

    Packaging designed by Mats Ottdal. See more innovative package designs.

    Even bar codes can add to the brand personality – a notable example we’ve seen is a panda’s head peering out from behind a bar code ‘fence’. In another, a couple of stickmen are helping each other up a barcode ‘cliff’.

    Very clever stuff.  It takes quite a lot to make me want to share a barcode with a friend, but both of these did. In doing so, not only has the brand reached a new customer but the experience they had was one endorsed with a personal touch.

    Not stuck on the shelf: Differentiation from competitors

    These examples represent part of a genuinely new and powerful way of looking at packaging beyond the in-store shelf. Packaging that creates and supports a consistent, potent user experience that does everything good brand communication can ever do. It properly conveys positioning and personality. It builds good will. And it creates clear and meaningful differentiation from its competitors.

    Much like the perfect flatmate, it might even understand if you just want to watch TV. But don’t expect it to help with the washing up.

    Bill Rodi is the Vice President of Consulting at GfK. Please email bill.rodi@gfk.com to share your thoughts.

     

     

     

     

     

     

     

     

     

     

     

     

     

     

    Interested to find out more about packaging?

    Join our webinar ‘Embracing the future of packaging’ on the 23rd June at 10.30am (GMT).

     

     

    Register Now

     

     

     

     

     

     

     

     

     

     

     

     

     

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