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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

    • 05/25/17
    • User Experience (UX)
    • Global
    • English

    Consumer attitudes around materialism present opportunities for brands

    According to the results just released from our online international survey, three out of ten people (31%) answered firmly that they “would rather have more time than more money”.  In comparison, only one out of ten respondents (9%) disagreed with the same statement. The survey also asked how strongly its participants agree that “experiences are more important than possessions”, with over ten times as many people firmly agreeing rather than disagreeing.

    Breaking down the results by country, income and age

    Those in China (41%), Brazil (37%) and Argentina (32%) ranked the highest, respectively, for their strong preference for more time over more money. Mexico (57%), Argentina (53%) and the United States (53%) ranked the highest in firmly agreeing that experiences are more important than possessions. Income played a minor role in the response variances, with higher income households valuing time and experiences slightly more than lower income households, but not to a significant extent. Survey respondents aged over 60 were more split in their answers, with 19% preferring “more time to more money” and 13% preferring the opposite.  Those in their twenties and thirties value time over money the most, at 36% agreement vs. 7% who disagree.

    What it means for brands

    These findings clearly demonstrate that there are strong opportunities for brands that can associate themselves in the minds of consumers with giving quality time back to their lives, or by simplifying and quickening their daily tasks. Brands can also differentiate themselves from competitors by identifying ways to turn their purchase process into more of an experience for the consumer.

    About the study

    *All the data presented in this blog represents the top 2 boxes (agreement) and bottom 2 boxes (disagreement) from on a 7-point scale where “1” means “disagree strongly” and “7” means “agree strongly.” GfK conducted the online survey with over 22,000 consumers aged 15 or older across 17 countries. Fieldwork was completed in summer 2016. 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. Countries covered are Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, Netherlands, Russia, South Korea, Spain, UK and USA. hbspt.cta.load(2405078, 'a306f888-d631-48d8-8c27-694eed885a0f', {});
    • 04/20/17
    • Travel and Hospitality
    • User Experience (UX)
    • Global
    • English

    Improving the user experience of a ticket machine interface

    We aimed to improve the user experience of Deutsche Bahn’s touchscreen user interface for customers, thereby improving the ticket- buying experience.
    • 04/06/17
    • User Experience (UX)
    • UX Design
    • UX Measurement
    • UX Strategy
    • Global
    • English

    GfK hosts 12th User Experience (UX) Masterclass in China

    GfK, in partnership with the UXalliance, will host the 12th User Experience (UX) Masterclass at the InterContinental Puxi in Shanghai on April 20.
    • 03/09/17
    • User Experience (UX)
    • Connected Consumer
    • Global
    • English

    How to define engaging experiences in self-driving cars

    Autonomous vehicles have the potential to disrupt everything we know about driving. Earlier this year, I attended a panel discussion regarding the advancements in autonomous driving at the 2017 Consumer and Electronics Show (CES). One conclusion from this session was that it is no longer a question of “if”, but “when” autonomous vehicles will become part of our lives.

    A blank canvas for auto manufacturers

    With no need for a steering wheel, accelerator, or brake pedals, the interior of a car becomes a blank canvas. So, how will companies shape this canvas while keeping the user at the forefront? For example, if a passenger wanted to work on their commute, a car could be customized into an office space with a desk and internet connection. Prefer to relax and recharge after a long day? A car could offer features like a massage chair or a big screen TV. And, in the case of ridesharing, a different car could be called up to fit the user’s mood. The car has the potential to become a “third-space”, a space to be used for more than a way to get to where you are going.

    Understanding the types of experiences consumers want

    UX research methods such as ethnography will help manufacturers understand what types of experiences consumers want to have in-car, and how to deliver them in a way that engages and delights. Ethnography helps designers, engineers, and researchers build empathy by taking them out of the lab and placing them in real world situations users face every day. We employ this approach to uncover insights while observing common tasks side-by-side with participants. This method uncovers behaviors and insights that wouldn’t be revealed in any other form of research, and allows us to truly see the world from the user’s perspective. These insights allow us to develop use-case scenarios and solutions that are both nuanced and relevant.

    Standing apart as the landscape evolves

    As the autonomous vehicle landscape evolves, manufacturers who are able to create truly exceptional in-car experiences will stand apart. The first step to delivering exceptional consumer experiences is understanding what consumers expect and need – and how they should be delivered. Through direct observation, ethnography has the power to uncover this. The question is, which auto manufacturer will be the first to get it right? hbspt.cta.load(2405078, 'dd7ac318-b881-41bc-b61d-84467be53b2d', {});