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  • Meet GfK at Web Summit
    • 10/18/17
    • Media and Entertainment
    • Technology
    • Global
    • English

    11/06/17 - 11/09/17
    Meet GfK at Web Summit

    Come and meet our GfK team at booth G567 in the PANDA hall.

  • 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).

    • 10/17/17
    • Technology
    • Global
    • English

    Differentiated customer experience is key to success in marketing to Hyperconnected Consumers

    Digital disruption has changed the way of human life. In the last year, India has gone through massive changes that have impacted consumer behavior in a big way. Data explosion by telecom operators, mobile payment becoming way of life post-demonetization, online retailers pushing various buttons to increase the share of the pie, and offline retailers implementing omni-channel strategies and working on providing the same experience across channels. This is supplemented by the Government of India’s push towards the Digital India initiative. Brands are challenged to innovate and start reinventing things to deliver something so exceptional to their consumer, that it converts them into a repeat consumer of that specific product or service.

    The Hyperconnected Consumers: Today, in India, they constitute 10 percent of the Internet population. Earmarked to be the trendsetters of tomorrow, they form a very key and important consumer segment targeted by marketers. For this very reason, we launched an in-depth study to explore the attitudes and behavior of the fast emerging Hyperconnected Consumers in India. The much-anticipated findings were unveiled at an exclusive event “Discover the Hyperconnected Consumer in India” on September 7.

    Data is the new oil

    The event’s opening keynote presentation on Imagining Consumerism with Digital India delivered by Mr. Arvind Gupta, Head of Digital India Foundation and IT, BJP was very well received. He highlighted that the advent of Digital India has transformed markets and consumers, bringing new possibilities and opportunities for businesses to thrive. His memorable closing lines which left a deep impression, were probably one of the key event takeaways: “Data is the new oil, and India is the biggest producer of this oil. People who are better at mining, refining, and using this data will be the leaders of the future!”

     

    A few of the greatest drivers catering to India’s rapid digitalization are government initiatives such as Digital India and Make in India. What started as small movements are now touching everyone’s heart and leading to massive employment generation. Not only have they provided local brands with amazing opportunities to enhance themselves, but they have also enabled them to serve incredible products and excellent services to the Hyperconnected Consumers in today’s era.

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    The event also brilliantly highlighted the importance of social media platforms and had two panels of experts carrying on discussions around The Hyperconnected Consumers in India. During the first session on Targeting Hyperconnected Consumers in the New Media Norm, high profile media industry leaders shared their own experiences on the challenges and opportunities arising from the new media landscape, and were in agreement that consumption of digital content does not differ much from mainstream television. But yet, today’s distracting world coupled with the Hyperconnected Consumers’ shorter attention span are factors making it more challenging than ever for marketers to effectively target and engage this emerging segment of the market. Sunil Lulla of Grey Group India did a fantastic job moderating the lively exchange between Gayatri Yadav (President & Head, Consumer Strategy & Innovation, Star Media), Achint Setia (Head, Business Development & Data Sciences, Viacom18 Media), Sameer Pitalwalla (CEO and Co-Founder, Culture Machine), and Lee Risk (Commercial Director, Media, GfK Asia).

     

    Strengthening relationships with customers using digital tools

    Furthermore, today’s demanding consumer wants more than just good value and it is essential for brands to continuously strengthen their relationship with their customers. The best way to deal with the digitally-connected consumers is to deliver them digital solutions by utilizing digital tools; social media platforms such as Facebook, Instagram, Twitter, YouTube, and others are already doing wonders in our lives. The simpler and more innovative a brand becomes, the better and smoother it is for them to win over customers.

    Dr. Fabian Buber from GfK Verein, in his presentation on Exploring the Digital Generation’s mindset, highlighted that today’s markets have become more transparent than they have ever been before. In today’s digital age, companies have lost the power to fully create their own brand image as they like to the Hyperconnected Consumers, who often contribute as a co-creator by sharing their experiences online.

    Hyperconnected Consumers changing the business model

    The other renowned personalities present during the event also talked about the game-changing business models that are a huge success in today’s changing scenario. The second forum had market veterans sharing their strategies on how differently they are Marketing to the Hyperconnected Consumers in their respective business. Rahul Singh (CEO and Founder) from The Beer Café and Arvind Vohra (Executive Director) from Gionee India revealed the ingenious ways they are collecting, mining and using data from their consumers to create personalized offerings for them. Facilitated by Anup Jain from GfK India, the session also drew constructive inputs from Pascal Bollon (Managing Director, GfK India). Anup Jain raised a question on the need to create marketing teams that focus purely on Hyperconnected Consumers.

     

    Studying Hyperconnected Consumers provides an in-depth view into the consumers of tomorrow, given the fact that they are early adopters and trend setters. The study examines how this tech-savvy group engages digital channels on a daily basis and what businesses should do to cater to the needs and wants of this unique segment of the Indian population. Connecting, engaging and retaining the Hyperconnected Consumer is a big opportunity for marketers and also an equal challenge that the path to purchase is no more linear and has become extremely fragmented in the digital age.

    It was indeed an enlightening and insightful event, which received much positive feedback from those who were present. On behalf of GfK India, I would like to thank the esteemed speakers and guests for taking time off to grace this event, as well as the rest, both within and outside GfK whose concerted efforts helped make this event successful!

    If you have any questions on The Hyperconnected Consumers study, please feel free to contact us at: apac@gfk.com.

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  • Driving Innovation - Take concept validation to the next level with voice analytics
    • 10/16/17
    • Retail
    • Technology
    • Automotive
    • Consumer Goods
    • FMCG
    • Home and Living
    • United Kingdom
    • English

    Driving Innovation - Take concept validation to the next level with voice analytics

    Last step of the innovation journey – Listen to your consumers! Adding voice analytics to your concept testing will reveal the real emotions behind your new product.

    • 10/12/17
    • Health
    • Technology
    • Global
    • English

    How do people around the world maintain their physical health?

    In an online survey of health habits around the world, nearly two thirds of respondents included getting enough sleep, eating healthy nutritious food, and exercising as activities they do regularly to maintain their physical health.  While these straight-forward activities should come as no surprise, several activities have risen in value from previous years, including “spending time with family, friends or pets”, “taking a break from technology”, and “following a specific diet”.

    The emergence of ‘quality time’ as part of a regular health routine

    In comparing this year’s results with previous years, we see that “getting enough sleep” has remained a constant as one of the most important activities in maintaining physical health, while ‘quality time’ is becoming increasingly more important.  “Taking a break from technology” has been one of the fastest rising activities (one in three are now including it in their health routine), and “spending time with family, friends, or pets” has climbed the ranks to be almost as important as exercising.

     

    While spending quality time with loved ones and unplugging from technology may not be the first thing that comes to mind when thinking of physical health, they do play an important role in people’s regular routines, and could present an opportunity for brands to connect and resonate with the right audience.

    Eating right and other physical health activities

    Eating the right food is just as significant for a physical health routine, with “eating healthy nutritious food” being listed as a top activity and “following a specific diet” being the fastest riser from previous years.  Health conscious brands may be seeing an uptick as a result, while fast food sales and brands thought of as unhealthy may struggle in certain markets.

     

    Other physical health activities listed in the global survey included “using skin care or beauty products” (46% of respondents do this as part of their regular routine), “meditating or using other relaxation techniques” (25%), “using herbal or holistic remedies” (23%), and “getting cosmetic/elective surgery or non-surgical procedures including dental” (10%).

    For brands, these findings can be helpful in successfully targeting high-potential audiences both globally and within specific countries, as definitions of physical health and the means for attaining it clearly mean different things to different cultures.

    About the study

    We asked 23,000 consumers (aged 15 or over) online in 17 countries to indicate which activities from a given list they do regularly to maintain their physical health. Fieldwork was completed in summer 2017. Data are weighted to reflect the demographic composition of the online population aged 15+ in each market. The global average given in this release is weighted, based on the size of each country proportional to the other countries. In 2014 GfK interviewed more than 21,000 consumers in 16 countries (excluding the Netherlands). Countries included are Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, Netherlands, Russia, South Korea, Spain, UK and USA.

     

     

     

     

     

     

     

     

     

     

     

     

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    • 10/02/17
    • Retail
    • Technology
    • Promotion and Causal Retail
    • Global
    • English

    How to attract the maximum share of Black Friday shoppers

    With Black Friday less than two months away, practically every retailer out there will be planning campaigns to pull in the maximum share of this bumper period for consumer spending.

    And indeed, Black Friday is a huge opportunity in the retailer’s calendar. According to our weekly point-of-sales tracking data for technical consumer goods, in some countries, such as the UK, Black Friday week attracts more consumer spend than the week before Christmas1. And in other countries, like Spain, Italy, France and Germany, this is also true for many product groups such as television and mobile computing.

    The week running up to Black Friday also generates considerably more sales than an average trading week. In Spain, week 47 in 2016 accounted for 5.2% of the overall annual sales – more than twice the average figure of 1.9% (100%/52 weeks, see table below).

    In terms of bestselling product groups it was the “usual suspects” which commanded the biggest share in terms of sales value in the above mentioned countries  – namely, mobile computers, PTVs, and smart/mobile phones.

    Sales value share in % of Black Friday week 2016 compared to full year

     

    Promotions can make or break your Black Friday sales

    On Black Friday, shoppers are eager to spend, but they are also waiting for deals. Promotions are effective sales drivers all year round, but some are more effective than others at influencing shoppers’ decisions.

    This is illustrated in our FutureBuy 2017 data, where more than half of all shoppers of technical consumer goods (54%) rate price comparison/discount websites as “extremely” or “very” important in their shopping decisions, and just under half (41%) say the same of promotional leaflets.

    Black Friday is therefore one of the most important promotional weeks of the year. For last year, our Promotion and Causal Retail Tracking shows that across the five countries mentioned above, 2% more promotions were run for smartphones in November than in December. For TVs it was even 9% more. In Germany, for example, the number of advertising flyers promoting TVs was 15% higher in November.

    Defining the right price

    And, of course, Black Friday is “high season” for any competitive pricing activity. Looking across the three biggest European retail markets – Germany, France and UK – our online pricing data shows that twice as many products had price changes on Black Friday 2016 versus the same, regular Friday a month before. Also, the number of products that had multiple price changes increased.

    However trading behavior across these markets varied: the UK had more of a focus on the Black Friday week with three times the level of pricing activity in that week versus a regular week. In Germany, the number of products that had prices changes wasn’t much different from normal, although there was an increase in the number of price changes on the very day.

    Black Friday price changing behavior

     

    With so much competitive activity going on, retailers and manufacturers need to stand out in an extremely cluttered environment. It is vital to get your promotion activity and pricing perfectly judged, as Black Friday is not the time for experiments.

    As a retailer you need to identify which retail promotions are most effective with your shoppers. How are your products priced versus your competitors? Are you advertising on the right channel with the right price?

    And, as a manufacturer, you need to look at: Are you partnering with the right retailers? Are you investing the right amount in trade marketing?

    Make Black Friday a success with store-level data on promotions and pricing

    Black Friday is a vast opportunity – but presented over a very short window, so there is very little time to ‘test and adjust’ during the show. Pulling in your maximum share of the spend over this time depends on having timely data allowing you to make the correct decision and react fast on the most effective activities for your specific product categories.

    Our dedicated GfK Promotion and Casual Retail team shows retailers what promotions are most effective for your specific shoppers, and how you are currently performing in your promotional share and pricing in relation to your competitors. With this live tracking data, you can instantly see if your market performance is changing, and react immediately to adjust your promotional strategy. And manufacturers can see exactly how retailers are promoting and pricing their products, to evaluate effectiveness and see where and how much to invest in the future.

    Try it out now!

    Make use of our Black Friday promotion and get two weeks of promotion and pricing tracking at a special price.

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    Sources: GfK Point of Sales Tracking (weekly panels), GfK Promotion and Causal Retail, GfK FutureBuy 2017 (online survey with 38,000 consumers in 35 countries)

    1 Data based on full weekly panel per country, Black Friday 2016: week 47 (20 – 26 November), week before Christmas 2016: week 51 (18 – 24 December)

  • Driving Innovation: Involve your customers to unlock new opportunities - Co-Creation
    • 10/02/17
    • Home Appliances
    • Financial Services
    • Retail
    • Technology
    • Automotive
    • Consumer Goods
    • FMCG
    • United Kingdom
    • English

    Driving Innovation: Involve your customers to unlock new opportunities - Co-Creation

    How can your brand move forward in the innovation process and develop the right ideas? It is essential to co-create with your customers to develop and explore concepts.

  • UK Consumer Confidence up one point in September
    • 09/28/17
    • Financial Services
    • Retail
    • Technology
    • Consumer Goods
    • FMCG
    • Consumer Life
    • United Kingdom
    • English

    UK Consumer Confidence up one point in September

    Confidence in personal finances declines but consumers are in defiant mood. GfK’s long-running Consumer Confidence Index increased by one point to - 9 in September. 

  • UK Consumer Confidence up one point in September
    • 09/28/17
    • Financial Services
    • Retail
    • Technology
    • Consumer Goods
    • FMCG
    • Consumer Life
    • Global
    • English

    UK Consumer Confidence up one point in September

    Confidence in personal finances declines but consumers are in defiant mood. GfK’s long-running Consumer Confidence Index increased by one point to - 9 in September. 

  • Maximize your media effectiveness and investment with our five-step program
    • 09/28/17
    • Retail
    • Technology
    • Point of Sales Analytics
    • South Africa
    • English

    Maximize your media effectiveness and investment with our five-step program

    In our interactive white paper, we share our five-step program for maximizing your media effectiveness and achieving more for your marketing budget. 

  • Smartphone and notebook sales hold up in competitive South African market, but tablets experience sharp decline
    • 09/27/17
    • Technology
    • South Africa
    • English

    Smartphone and notebook sales hold up in competitive South African market, but tablets experience sharp decline

    Retail growth in South Africa's mobile computer market has flattened out, though the market is performing reasonably well considering the tight economy, according to point of sale data from market research firm, GfK South Africa. However, the media tablet market has shrunk by about 40% in the first half of 2017, while smartphones continue to boom.

  • Unlocking the keys to innovation: Keys to deciphering behavior
    • 09/26/17
    • Financial Services
    • Health
    • Consumer Health
    • Media and Entertainment
    • Retail
    • Technology
    • Automotive
    • Consumer Goods
    • FMCG
    • Market Opportunities and Innovation
    • United States
    • English

    Unlocking the keys to innovation: Keys to deciphering behavior

    Understanding what consumers really want and do takes more than one data perspective. Marketers today have a wealth of data at their disposal; the challenge is combining it wisely to reveal a true picture of their targets’ needs, desires, and behavior.

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