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  • 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

     

     

     

     

     

     

     

     

     

     

     

     

     

  • GfK Awards Annual NextGen Prize to Undergraduates Studying Millennials, Mobile Apps, and Quick-Serve Restaurants
    • 06/09/16
    • Technology
    • Consumer Goods
    • Point of Sales Analytics
    • User Experience (UX)
    • United States
    • English

    GfK Awards Annual NextGen Prize to Undergraduates Studying Millennials, Mobile Apps, and Quick-Serve Restaurants

    A team of four students from Aurora University has won GfK’s fifth annual Next Generation (“NextGen”) Competition, which gives undergraduates firsthand experience in designing and executing market research projects.

  • GfK Awards Annual NextGen Prize to Undergraduates Studying Millennials, Mobile Apps, and Quick-Serve Restaurants
    • 06/09/16
    • Press
    • Technology
    • Consumer Goods
    • Point of Sales Analytics
    • User Experience (UX)
    • Global
    • English

    GfK Awards Annual NextGen Prize to Undergraduates Studying Millennials, Mobile Apps, and Quick-Serve Restaurants

    A team of four students from Aurora University has won GfK’s fifth annual Next Generation (“NextGen”) Competition, which gives undergraduates firsthand experience in designing and executing market research projects.

  • Creating user-friendly instructions for a new medical device
    • 06/08/16
    • Health
    • User Experience (UX)
    • Global
    • English

    Creating user-friendly instructions for a new medical device

    We designed new autoinjector pen instructions that made the device easier for patients to use.

  • Creating user-friendly instructions for a new medical device
    • 06/08/16
    • Health
    • User Experience (UX)
    • United Kingdom
    • English

    Creating user-friendly instructions for a new medical device

    We designed new autoinjector pen instructions that made the device easier for patients to use.

  • Creating user-friendly instructions for a new medical device
    • 06/08/16
    • Health
    • User Experience (UX)
    • United States
    • English

    Creating user-friendly instructions for a new medical device

    We designed new autoinjector pen instructions that made the device easier for patients to use.

  • GfK’s Schumacher leads workshop on user experience in digital health
    • 05/26/16
    • User Experience (UX)
    • United States
    • English

    GfK’s Schumacher leads workshop on user experience in digital health

    Robert Schumacher, PhD, Executive Vice President of User Experience (UX) at GfK, will explore why UX is so critical in the evolving field of digital health at Czech Technical University in Prague. This half-day workshop, hosted by their Human-Computer Interaction (HCI) program, will showcase real-world examples of how poor usability impacts patients and providers and can result in huge productivity losses.

  • What pain points are holding back innovation and growth?
    • 05/19/16
    • Health
    • User Experience (UX)
    • United States
    • English

    What pain points are holding back innovation and growth?

    The health market continues to evolve beyond “product” to a “product +” mindset. Delivering a “product +” that goes beyond efficacy and enables an exceptional experience requires an innovation strategy with user experience at its core.  Great innovations can fail if the idea for the innovation itself is not coupled with a plan to ensure that the implementation of that idea keeps the end user experience central to the development effort. Executing to such a plan builds strong innovation pipelines and helps avoid pain points at launch.  So, how do you design a “+” innovation strategy?

  • At PBIRG AGM Session, GfK Will Focus on Designing Smarter Products, Services for Aging Populations
    • 05/12/16
    • Health
    • Health Technology
    • User Experience (UX)
    • United States
    • English

    At PBIRG AGM Session, GfK Will Focus on Designing Smarter Products, Services for Aging Populations

    GfK will play a major role at this year’s PBIRG Annual General Meeting (AGM), with Justin Edge (Global Head, Health) co-chairing the event and Korey Johnson (SVP, User Experience) sharing insights on designing products and services for aging populations. 

  • GfK to Present in 14 Sessions at 2016 AAPOR Conference
    • 05/11/16
    • Technology
    • Digital Market Intelligence
    • Trends and Forecasting
    • User Experience (UX)
    • United States
    • English

    GfK to Present in 14 Sessions at 2016 AAPOR Conference

    At this week’s 2016 American Association for Public Opinion Research (AAPOR) Conference, GfK will have 14 speaking slots and poster presentations, on topics ranging from online election polling to mobile surveys. 

  • A compelling answer to the challenge of distracted driving
    • 04/27/16
    • Technology
    • Automotive
    • User Experience (UX)
    • Connected Consumer
    • Global
    • English

    A compelling answer to the challenge of distracted driving

    One of our clients in the emerging connected vehicle space sponsored research to understand the impact of new technology that incorporates precisely- and logically-placed audio cues on the driver experience.

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