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Smart Insights: Consumer Goods

The number of touchpoints between brands and consumers is increasing at an unprecedented rate. Consumers are seeking richer retail experiences, rather than simply acquiring new products. There is also an intense competition for loyalty.

To be successful, consumer goods (FMCG, domestic appliances, home and living) companies need a comprehensive understanding of what is driving consumer choices and experiences at every touchpoint.

GfK's consumer goods research and insights illuminate the trends behind today's market realities and tomorrow's consumer demands.

Fast Moving Consumer Goods

Home Appliances

Latest insights

Here you can find the latest insights for consumer goods industry. View all insights

    • 01/20/17
    • Consumer Goods
    • Market Opportunities and Innovation
    • Global
    • English

    Voice analytics unlocks critical insights for concept and ad research

    Many products go through a series of consumer tests before they hit the market. This is to measure how consumers will respond to them, allow for optimization and sift the wheat from the chaff. In the past this has led to some improvement of market reception but the number of product failures still remains really high. We have seen that traditional approaches to concept testing simply aren’t the best fit for purpose today. Businesses need an innovative approach that embraces people’s emotion and subconscious response and connection to a brand or product rather than only a rational and articulated response. We have seen that bringing in this emotional connection allows for a better prediction of success.

    Voice analytics: Holistic measurement for better insights

    Voice analytics in market research is opening up many avenues to better understand the consumer. It is now possible to measure Emotional Impact by simply asking respondents what they think of the new idea or experience. By listening to what (words) people say and how (tone, pitch, rhythm) they say it, both the implicit thinking (System 1) and explicit thinking (System 2) can be captured. This provides an authentic way to understand the emotional and rational impact of new products and experiences. Using voice analytics can shorten questionnaires and increase the amount of data gathered from consumers whilst increasing the engagement – a good thing for the industry! An application of this is to use the volume of unstructured data to capture these Voiced Thought Streams in response to key topics – like purchase journeys or in-store experience. We can now use this non-rational component of the response to understand the emotional reflection of the experience and to ask new and evolving questions. We are able to dig deeper into the in-the-moment journeys of consumers and understand how their day-to-day lives are working towards or hindering the short-term sales and long term Brand Equity.

    Voice analytics in ad testing

    Recently we tested popular ads in the UK market and the findings were quite profound. We combined the rational thought-out response and sentiment, along with the non-rational passion. This combination allowed us to understand a full 360 degree view of how the ads are being received by the market and the impact – emotional and rational – on the consumer. As expected, the flashy and quirky ads did well in engaging the audience. However, when we dug deeper, the brand mentions and associations for these ads were quite low and although people were engaged in the creative ads, the “boring” ads scored better on brand mentions and associations. The solution is not one or the other, but rather both – clearly the goal is engagement and brand association. Market research now has compelling and scale-able tools to measure both of these consumer parts to better measure ads and concepts to predict success. Bradley Taylor is the Country Manager of Consumer Experiences at GfK. Please email Bradley.Taylor@GfK.com to share your thoughts.

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    • 01/06/17
    • Consumer Goods
    • User Experience (UX)
    • Connected Consumer
    • Global
    • English

    3 usability tips every appliance manufacturer should consider

    The household appliance industry has been particularly impacted by rapid-evolving technology and Connected Consumer innovations. Our user experience (UX) researchers and designers are fortunate to see and test many cool-looking prototypes that integrate these innovations before they hit the market. While we draw some of our insights from UX best practices and years of experience in UX design of appliances, having a set of benchmarks in our arsenal makes recommendations that much more powerful.

    Measuring UX in household appliance research

    We have integrated a UX measurement tool in household appliance research over several years resulting in a robust benchmark database. A scientifically-validated tool, the UX Score offers holistic insight by combining pragmatic usability aspects (learnability, operability) with hedonic qualities such as usefulness (identification, stimulation) and look and feel; this results in a score that can be compared to competitor products, different versions of the product, or, in the case of household appliances, benchmarked for the category. Our database includes years of global research covering diverse product categories from cooktops to freezers.

    Diving deeper into the individual dimensions of the UX Score

    While the overall benchmark UX Score for household appliances indicates a good user experience through its relatively high value (about 5 on a scale from 1=low  to 6=high), researchers are likely familiar with the following situation: A consumer is excited about a new idea and design, but once they attempt to use it, the disappointment surfaces. So we must dive deeper into the individual dimensions of the UX Score. Here we see the mean benchmark values by dimension for the UX Score of household appliances. Mean benchmark values of each dimension including overall benchmark (orange line) for household appliances In the “inspiration” and “look and feel” dimensions, we see high benchmark values compared to the overall benchmark line. This is fostered by continuous innovations through new functionalities that show a stimulating effect on the product experience as well as the high-quality impression. The more pragmatic “operability” dimension represents the lowest value by comparison. The location of features and information do not conform to consumer expectations. The “learnability” dimension value is also reduced – a catchy and intuitive usage of household appliances is limited.

    How to improve the user experience for household appliances

    Based on this benchmark data and UX best practices, we have established three tips for household appliance manufacturers to improve the user experience of their products:
    • Define functions and interaction design before constructing the physical interface.
      Thereby you can perfectly place functions exactly where users expect them to be. This works much better than placing the function anywhere and then trying to explain it with an icon.
    • Involve hardware designers as early as possible in the concept development process.
      Designers and hardware experts should work together as early as possible in the concept development and testing process. This will ensure the pragmatic, as well as, hedonic aspects will gain attention.
    • Opportunity of thin-film transistor (TFT) displays should not be overstrained – avoid abundance of functions.
      TFTs offer a great opportunity to explain functions. Although consumers are very familiar with the interactions via touch, too many gimmicks lead to confusion and disorientation. If no TFT is available it becomes even more essential to focus only on the most relevant functionalities. Self-explanatory icons should be found for other functions, which are then tested as early as possible (see point 1).
    As household appliance innovations continue to evolve, the strengths (hedonic qualities) seem to be well-considered. To address the category weaknesses like operability and learnability, appliance manufacturers should apply a holistic user experience design process to keep classic usability aspects top of mind. Lena Tetzlaff is a User Experience Consultant at GfK. Please email lena.tetzlaff@gfk.com to share your thoughts.
    • 12/20/16
    • Retail
    • Technology
    • Consumer Goods
    • Connected Consumer
    • Global
    • English

    Remaster your trade marketing to create the perfect promotional tune

    Ensure your trade marketing delivers greater ROI. Our promotion and retail marketing expert Karsten Holdorf will show you how to use different sales drivers in our webinar recording.
    • 12/13/16
    • Retail
    • Technology
    • Consumer Goods
    • Connected Consumer
    • Global
    • English

    Which promotions influence "influential" consumers' shopping decisions?

    How can you attract the attention and influence the purchasing decisions of savvy Leading Edge Consumers? Find the answer in our infographic!
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  • Brand and Customer Experience (BaCE)

    Brand and Customer Experience (BaCE)

    Brands are under pressure to develop emotional connections and relationships with consumers and business decision makers.  Brands need to respond in-the-moment, to enrich the customer experience – and develop strategies that influence ”moments of truth” throughout individual brand journeys.  

  • Consumer Panels

    Consumer Panels

    Your business is all about your consumers. So understanding them is essential in ensuring your products and services meet their needs, and in identifying opportunities for growth.

    Our international consumer panel data and research expertise provide you with smart customer insights into who your consumers are, their attitudes and behaviors, across channels.

  • Digital Market Intelligence (DMI)

    Digital Market Intelligence (DMI)

    When consumers shop, search, communicate, gather information and engage with companies or brands online, they behave differently depending on which device or screen they are using. They expect a consistent experience regardless of the channel or device they are using.

  • Point of Sales Tracking

    Point of Sales Tracking

    Retailers and manufacturers are under pressure to develop products and services that maximize sales and profit and to keep customers coming back.

    Success relies on having the most up-to-date sales data, combined with robust analysis to understand which products and services are performing well in the market – and which are not. With this information, clients can set clear strategies for commercial growth and increase return on investment.

  • Market Opportunities and Innovation (MOI)

    Market Opportunities and Innovation (MOI)

    Brands are under constant pressure to maintain relevance in an increasingly crowded market. Identifying when, where and how to deliver compelling experiences that deliver new value for both consumers and brands is critical.

  • Shopper

    Shopper

    Digital continues to open up new paths to purchase, changing how and where people shop. More and more data becomes available every day, as shoppers embrace multi-channel brand experiences.

    To stay competitive in this big data, multi-channel environment, businesses need to identify and leverage the most relevant data along the entire path to purchase. With this, companies can optimize each step of the shopper journey. 

  • User Experience (UX)

    User Experience (UX)

    Our user experience (UX) research and design experts help our clients create and improve customer experiences for existing or new products and services

    Today’s consumer is bombarded with promises for compelling experiences. They are sophisticated and demanding.  To be successful, a new product or service needs to be intuitive, usable, engaging and desirable. The user experience needs to be emotional in order to be memorable.

  • Geomarketing

    Geomarketing

    Our geomarketing solutions and consultancy provide our clients with smart insights into location-specific factors that impact the success of business sites, shops, sales territories, target groups, as well as chain store and distribution networks.

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