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User Experience

User Experience (UX - gebruikerservaring)

Merken doen de hedendaagse consument grote beloftes. Om tegemoet te komen aan de veeleisende consument en om succesvol te zijn, moeten nieuwe producten en diensten bruikbaar, interessant en aantrekkelijk zijn. Consumenten moeten direct een goed gevoel krijgen bij het gebruik van een product. 

GfK's experts op het gebied van user experience (UX) helpen onze klanten om gebruikerservaringen in kaart te brengen en om zo bestaande of nieuwe producten en diensten te verbeteren.

Binnen de GfK User Experience worden fabrikanten vanaf het begin betrokken bij het ontwerpproces van hun producten waardoor de kans op een succesvolle productlancering wordt vergroot. We benutten in alle ontwikkelingsfasen inzichten van gebruikers; van het eerste concept en prototype tot de lancering en activiteiten daarna.

Op basis van onze bevindingen over de gebruikerservaring kunt u definitieve plannen opstellen over hoe u het best uw producten en diensten kunt onderscheiden of hoe u gebruik kunt maken van huidige marktkansen. We stellen u in staat om interessante en zinvolle ervaringen creëren, die leiden tot een hogere klanttevredenheid. 

UX Labs

GfK beschikt over verschillende UX labs, waarvan klanten uit verschillende markten gebruik kunnen maken. Onze UX labs voldoen aan al uw behoeften en kunnen worden gebruikt voor alle soorten onderzoek.

We beschikken zelfs over mobiele studio’s, waarmee we overal in de wereld inzichten over de gebruikservaring van klanten kunnen verzamelen.


Ons GfK UX team is medeoprichter van UXalliance, hét internationale user experience netwerk. Met wereldwijd meer dan 500 professionals, die gezamenlijk meer dan 30 talen spreken, krijgt u met UXalliance toegang tot experts met uitgebreide kennis van lokale markten.

Om ervoor te zorgen dat de rapportages vergelijkbaar zijn over verschillende landen, voldoen onze partners aan strikte kwaliteitsnormen en richtlijnen.

Verwante links:


UX Masterclass halfjaarlijks congres

Laatste insights

Hier vind je de laatste insights voor user experience. Bekijk alle insights

    • 10/27/16
    • User Experience (UX)
    • Global
    • English

    The emerging relationship between brand and user experience

    Welcome to the world of the experience economy where experience triumphs over rationality. How consumers think and feel about your product or service is driven by the sum total of all their experiences with your brand. The user experience you provide equates to the delivery of your brand promise. To put it more starkly, how you make your customers feel will dictate how they perceive your brand now and in the future. Getting the user experience (UX) right is therefore no doubt top of your wish list. We know from our extensive work with brands around the world that small changes in UX can deliver significant and meaningful gains in terms of long-term brand equity. In a recent study, we found that a 0.1 change in the mean UX Score (a validated measurement of usability, usefulness, and aesthetics calculated on a six-point scale) resulted in an increase of 1.3% in brand equity. The message is clear – get your UX right in the short and medium term, and growth will follow. There can’t be a better incentive for getting it right every time.

    What consumers think about your brand is influenced entirely by their experience

    The reality is that consumers are fickle creatures, overwhelmed with a plethora of choice. All too often brands only get one chance to engage with them. Once upon a time, the way to engage with these consumers was through paid media. The prevailing wisdom was that with enough investment in the right channels, customers would, in time, take notice. But this is no longer the case. The balance of power has now tipped in favor of today’s Connected Consumers. This means that brands are more reliant on earned media than ever before to reach consumers. This is why UX matters so much: what consumers think about your brand is influenced entirely by their experience with your brand.

    The key to success in today’s market lies in influencing earned media

    We know that customer experience impacts brand perception and earned media. For this reason, we see a strong argument for investing in your UX rather than paid and owned media. This offers you the opportunity to generate a better customer experience and more positive brand exposure. The resulting earned media should then deliver greater returns. It’s a strategy that benefits both the brand and the consumer, and one that’s primed for success.

    UX is the urgent challenge for today’s marketers

    Brands that make the necessary investment in UX will achieve bold, sustainable and effective growth. As a first step, you must be able to quantify the user experience in order to understand its impact on brand equity and relationship to market share. With a tool like the UX Score, you can quickly and cost effectively identify improvements that will delight customers. You can prosper in today’s experience economy and grow your bottom line. How do you tackle the challenge of earned media? To share your thoughts, please email

    We discussed this topic in greater detail and shared our research results in a webinar.

    The emerging relationship between brand and the user experience View the on-demand recording of this presentation
    • 09/28/16
    • Health
    • User Experience (UX)
    • Medical Devices
    • Global
    • English

    Webinar: Best practices to bulletproof drug device and delivery innovations

    Join GfK’s healthcare User Experience leaders in a 45-minute webinar on Wednesday, October 19, that will answer key questions and learn best practices in the application of human factors engineering that can bulletproof Rx and medical device innovations.
    • 08/19/16
    • Technology
    • User Experience (UX)
    • Connected Consumer
    • 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

    Learn about mobile payment adoption

    Download our whitepaper now