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Digital Market Intelligence

Quando os consumidores compram, pesquisam, se comunicam, reúnem informações e interagem com empresas e marcas online, eles se comportam de maneiras diferentes, dependendo de quais dispositivos ou telas estão usando. E esperam ter uma experiência consistente, independente do canal ou dispositivo que estejam usando.

Capturamos e analisamos o comportamento real dos consumidores conectados a smartphones, tablets e computadores. Combinamos esses dados com os dados de canais offline, para avaliar quais fatores são mais influenciáveis para acionar as decisões de compra em cada ponto de experiência digital dos consumidores com suas marcas, produtos e serviços.

Avaliando o impacto de anúncios online e offline, a interação da marca e seu envolvimento, a função da mídia social e da experiência digital das pessoas, damos a você o poder de influenciar a jornada de compra mais importante de seus consumidores.

Ajudamos você a projetar estratégias de comunicação em vários dispositivos e canais, e a otimizar suas experiências online e móvel, assim, você pode aumentar sua margem de competitividade em todos os canais e dispositivos.

Success Stories
  • Cross-device usage study optimizes campaign planning

    Cross-device usage study optimizes campaign planning

    02.06.2016

    Facebook asked us to explore how consumers use computing devices and how they switch between them for different tasks during the day.

    Facebook’s mission is to give people the power to share and make the world more open and connected.

    Situation

    Facebook wanted to explore how people use different devices for different tasks during the day and how they switch between them. This information could help its advertisers target customers with greater precision.

    Approach

    We combined a quantitative online survey with qualitative in-depth analysis to understand consumers’ behavior, attitudes and opinions about the devices they use to access online content and services. We used geographical location tracking to analyze which activities they were most likely to do while away from their homes.

    Outcome

    We discovered that almost half of the adults in the UK and the US sometimes begin an activity on one device and finish it on another. This suggests that marketers must reach their audiences across all platforms with a consistent brand experience. With single log-in sites like Facebook, they can avoid sending the same messages to prospective customers on their different devices.

    The research highlighted the most important reasons for people switching from one device to another: comfort and convenience; urgency; the time it takes to complete a task; security and privacy; and the complexity of the information the user needs to input to complete the task. Actions associated with a purchase journey frequently trigger a consumer’s decision to switch devices.

    Click here to download our success story (short version)

    Click here to download our success story (long version)

  • Understanding tomorrow’s beauty products customer

    Understanding tomorrow’s beauty products customer

    07.12.2015

    Our insights help L’Oréal in Mexico to craft better marcomms strategies for the millennial generation.

    The world leader in beauty products, L’Oréal is present in 130 countries on five continents.

    Situation

    A quarter of Mexico’s population was born between 1981 and 1995. Recognizing they are the consumers of the future, L’Oréal wanted to learn more about millennials’ attitudes, beliefs, aspirations and behavior in order to meet the expectations of these digital natives.

    Approach

    To immerse ourselves in millennials’ lives, we made heavy use of digital tools and technologies for our research. We interacted with 72 respondents on the client’s Facebook page, and asked 16 millennials to write blog posts about health and beauty topics. We also hosted six focus groups with eight participants, as well as eight immersions.

    Finally, we did an extensive desktop review of research about millennials in Mexico and the rest of the world, which allowed us to compare their similarities and differences. We concluded the project by holding an engaging and interactive "happening", where we shared the results with the client’s teams.

    Outcome

    Our research left L’Oréal with deep insights on a customer base that is rapidly growing in size and importance.

    Tangible deliverables from the project included practical and easy-to-digest videos about the millennial generation. These encompassed a 25-minute overview of the important concepts, as well as shorter clips on brand evolution in communication, fashion and beauty, music and memes*.

     

    *[an image, video, piece of text, etc., typically humorous in nature, that is copied and spread rapidly by Internet users, often with slight variations.]

    Click here to download our success story (short version)

    Click here to download our success story (long version)

  • Tracking holidaymakers as they plan their next trip

    Tracking holidaymakers as they plan their next trip

    01.12.2015

    GfK research helps a global travel group understand the purchasing behavior of holidaymakers and sharpen the effectiveness of its marketing and sales forecasting.

    Our client is a leading global travel and leisure group that generates revenues of more than $10 billion (€8.6 billion) from over 20 million customers each year.

    Situation

    The Internet has fundamentally transformed holidaymakers’ decision-making and purchasing patterns.
    Awareness and consideration have lost predictive power, and even consumers don’t know how they will proceed to their booking.
    In order to plan strategically and market effectively, our client needed a thorough understanding of the research and buying process.

    Approach

    We showed that consumers are unreliable predictors of their own behavior, and that tracking of actual behavior was needed.
    We set up a Media Efficiency Panel to gather demographics, intentions and purchase actions, while our browser plug-in continuously tracked all online behavior for 15,000 households. This was complemented by an offline-behavior questionnaire.

    Outcome

    • The research provided highly granular insight into consumers’ holiday purchase patterns. It analyzed how they research their trips, including the websites and search keywords used and the vital role of aggregators.
    • This allowed our client to influence the process effectively by enhancing its promotional tools and marketing at every step. It also made it easier to forecast future sales.

    Click here to download our success story (short version)

    Click here to download our success story (long version)

  • Maximizing digital advertising impact

    Maximizing digital advertising impact

    26.09.2015

    Sun-care brand Hawaiian Tropic sought to analyze the effectiveness of a digital advertising campaign for the Italian market.

    Situation

    Sun-care brand Hawaiian Tropic sought to analyze the effectiveness of a digital advertising campaign for the Italian market. In particular, it wanted to know whether the campaign was achieving a viral effect across social media, and was driving purchase intentions and recommendations.

    Approach

    First, we used our GfK Realtime Effects solution to measure the effectiveness of the digital advertising campaign; in particular, its impact on Hawaiian Tropic’s key performance indicators. We also conducted deep-dive analysis of relevant content across social media, using human coding (social data cleaned and categorized by skilled people) to understand the topics and sentiments of posts.

    Outcome

    Our findings showed that the campaign had a positive impact on future purchase intentions and recommendations. We identified the specific campaign elements that were driving social media posts and sharing, as well as the areas where the company could strengthen the communication of its brand attributes.
    Insights from social media analysis revealed the brand’s success in promoting viral activity. They also allowed us to make recommendations to encourage more sharing in future campaigns.

     Click here to download our success story (short version)

     Click here to download our success story (long version)

     

     

     

Últimos Insights

Here you can find the latest insights for Digital Marketing Intelligence. View all insights

    • 07/12/16
    • Fashion and Lifestyle
    • Financial Services
    • Health
    • Media and Entertainment
    • Retail
    • Technology
    • Automotive
    • Consumer Goods
    • Brand and Customer Experience
    • Brazil
    • Portuguese (Brazil)

    Aumente a eficiência da sua campanha digital também no mobile

    A nossa abordagem permite medir com precisão a efetividade das comunicações digitais e cross-media e vai além dos KPIs comportamentais como CPC, conversão e impressões.
    • 06/22/16
    • Fashion and Lifestyle
    • Financial Services
    • Health
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Market Opportunities and Innovation
    • Trends and Forecasting
    • Brazil
    • Portuguese (Brazil)

    Estudos Globais

    Conheça os estudos da GfK - a cada mês novas descobertas sobre um tema novo, de relevância local e mundial, para você usar no seu trabalho, nos estudos e na sua vida. 
    • 05/10/16
    • Retail
    • Technology
    • Automotive
    • Consumer Goods
    • Connected Consumer
    • Brazil
    • Portuguese (Brazil)

    GfK divulga ranking dos países mais conectados do mundo

    A GfK acaba de divulgar os resultados da 5ª edição do estudo GfK Connected Consumer Index que classifica 78 países de oito regiões de acordo com os níveis de conectividade de suas populações, detalhando, inclusive, os dispositivos mais usados. 
    • 05/09/16
    • Retail
    • Technology
    • Automotive
    • Consumer Goods
    • Connected Consumer
    • Brazil
    • Portuguese (Brazil)

    As dez populações mais conectadas

    Conheça as dez populações mais conectadas no mundo de acordo com o Connected Consumer Index da GfK.
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