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Smart insights: Technology

In today’s connected society, technology impacts all industries - driving opportunities and accelerating the speed of innovation.

To stay competitive, technology companies need to understand consumers’ evolving experiences and choices.

Our technology market research experts deliver smart insights to create engaging and relevant concept designs, product positioning, advertising and customer experiences. Our technology industry expertise spans IT and IT B2B, consumer electronics (CE), photo, office equipment and telecommunications market performance, consumer research and trends.

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    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.  

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    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.

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    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.

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Latest insights

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

    • 09/29/16
    • Retail
    • Technology
    • Global
    • English

    Delivery 2.0: The new challenges – and opportunities – for retail

    Shoppers have a strong desire to receive goods when and where they want them, quickly and cheaply. Retailers are therefore harnessing the power of increasingly intelligent technology in order to fulfil this need. Most consumers (90%) who took part in our 2016 FutureBuy study have had goods delivered to their home, while almost half (48%) have used click and collect services. And these delivery methods are set to grow, with 76% of shoppers indicating that they will use home delivery more, and 38% saying they will increase their use of click and collect. Additionally, more than a quarter (28%) of shoppers claim they will use parcel lockers with greater frequency in the future. Indeed, being able to buy conveniently and speedily is the number one trend identified by our Retail Trend Monitor. But this is a challenge for retailers. Having the supply chain ready is a complex process. Furthermore, businesses have less control of the final part of the shopping process because deliveries are often outsourced.

    A focus on the “last mile”

    Being able to get a package to someone’s home fast, efficiently and cheaply is a competitive advantage. While retailers call the delivery process the “last mile”, shoppers often see it as the most important part of the process. Waiting for a parcel at home can be frustrating. For this reason, retailers have to develop ever more innovative ways for customers to receive deliveries on their own terms.   Click and collect services have been popular in the UK for several years now, and there are several emerging solutions to the delivery challenge. Doddle will open 300 outlets across the UK in the next three years that shoppers can use to collect deliveries from. Located in and around train stations, and open seven days a week, Doddle uses a website as well as text and email alerts to notify shoppers when they have a delivery for collection. £24 million has been invested in the business, which also allows shoppers to return products via its outlets, taking the pain out of returning items. Newcomer Parcelly, which recently partnered with Costcutter Supermarkets Group, lets people pick up deliveries from its 2,500 UK locations, including its KwikSave, Mace and Simply Fresh stores. This is a win-win for the retail chain because shops earn commission on each parcel collected, and attract more customers into their stores. For consumers, it means collecting goods at a time and place that’s convenient for them. Amazon Prime is offering two-hour delivery slots to people in Berlin who subscribe to its annual service, and it is doing the same in some places in and around London. Also in the UK, AmazonFresh’s customers are now benefiting from one-hour delivery slots between 7am and 11pm. Since AmazonFresh launched this service, Tesco and Sainsbury’s have introduced same-day delivery. Tesco also offers a three-hour click and collect service. This type of competition has been called the start of the groceries “time war” by some commentators. Meanwhile, DHL plans to make deliveries to people’s Smart cars in Stuttgart by accessing their vehicles using a single-use code. DHL plans to expand this service to Bonn, Berlin and Cologne.

    The next level of delivery

    Not only are retailers having to offer goods at lower prices than rivals, they are also having to make deliveries (and returns) more efficient and flexible. However, the innovations won’t stop there, with retailers and entrepreneurs pushing the boundaries all the time. Amazon, for example, is experimenting with “anticipatory shipping”. Based on big data, it will predict what shoppers are going to buy before they make a purchase. It will then proactively ship out that product. Amazon is anticipated to have more luck with doing this for some categories than others. For example, it is expected that it will be easier to do this for consumables that follow more predictable purchasing patterns like diapers or baby food. Similarly, crowd-sourced deliveries such as Nimber and MyWays are changing the retail environment as well as the expectations of consumers. Both offer people ways to earn money. Nimber (in beta at the moment) pays people to drop off parcels to someone at an address near where they are travelling to anyway. DHL-owned MyWays is an app that lets people (‘MyWayers’) pick up parcels for others from a DHL service point for a set fee. With this new raft of ways for people to receive deliveries, the onus is on retailers to make sure they keep ahead of the game. That means matching consumers’ expectations, and fast. For more information, please contact Alejandro Mondragon: Alejandro.Mondragon@gfk.com.

    Want to learn more about the Future of Retail?

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    • 09/29/16
    • Health
    • Technology
    • Market Opportunities and Innovation
    • Global Study
    • Global
    • English

    A third of people track their health or fitness. Who are they and why are they doing it?

    China is well in the lead for monitoring health and fitness in this way, with 45 percent of the online population currently doing this. Brazil and the USA come next - but significantly lower, at 29 percent each, closely followed by Germany (28 percent) and France (26 percent).

    • 09/22/16
    • Optics and Acoustics
    • Technology
    • Geomarketing
    • Geodata
    • Picture of the month
    • Global
    • English

    Map of the month: GfK Purchasing Power for photo and optics Germany 2016

    In honor of  this week’s photography trade fair Photokina in Cologne, GfK’s Map of the Month for September shows the 2016 regional purchasing power for photography and optics product lines.
    • 09/21/16
    • Technology
    • Global
    • English

    Are market research and big data the perfect pair?

    Big data is growing more and more valuable as companies that make wise use of it are enhancing the experiences of their customers while simultaneously improving their business processes and optimizing their marketing efforts. However, while big data has the potential to provide big benefits, it does not give a fully comprehensive view of customers with insight on their motivations, future intentions, or competitive perceptions. To make big data truly actionable, companies must fill in these contextual gaps, making traditional market research its perfect complement. As GfK’s David Krajicek wrote in the AMA’s Marketing Insights, “without a window to customer motivation or method, we really cannot turn data into action.” Together, the pair of big data and market research can do the following:
    • Provide a 360-degree customer view: it is simply not enough to look only at your customers when analyzing interactions. How they interact with competitors can be equally valuable in understanding prospects and identifying the best approach to reach them.
    • Project future actions by understanding context for behavior: when analyzing behavior on a large scale, it is important to provide context as to why that behavior took place, such as the thoughts, perceptions, and motivations behind it. Customers’ purchase intentions cannot be revealed without connecting these dots. Understanding the context behind your data is crucial to projecting future actions.
    • Improve marketing campaigns with a refined targeting strategy: while big data can be used to successfully measure demographics, content preferences, past purchases and other campaign elements, it cannot always identify targeting characteristics directly related to product need or purchase intent. Strategically designed market research can shed light and provide more extensive analytics around customer behavior.
    • Test advertising pre-launch to minimize risk: A/B tests that are conducted live run the risk of exposing the audience to non-optimal messaging that could have a negative impact on your brand. Save time and money by integrating your in-market approach with pre-testing to optimize your communications and ensure a positive experience for your prospects.
    • Understand the purchase journey and your prospect’s experience: data from your website can provide a vast amount of information on visitor behavior, but you still won’t know their motivations for visiting, how their experience has been, or where they are in the purchase journey. Market research, through a variety of surveys, can help obtain this information to tell the entire story.
    • Go from big data to bigger data: though market research data tends to have a smaller sample size, it is full of information on motivations, perceptions, and context for behavior. Integrating it with your larger data sets can make your big data even bigger, and provide understanding of needs, opportunities, how to improve targeting, and where to innovate.
    • Humanize your data and make it actionable: making sense of big data is essential to focus your organization and enable better decisions and action. Market research techniques such as customer quotes, polls, and video can really bring your data to life and make it relevant, interesting, and memorable.
    Big data and market research offer different pieces of the puzzle. Combining them can give your organization a more comprehensive view of the customer and their behavior, attitude, and motivations. Integrating larger-scale big data with smaller-scale contextual market research data will yield greater insights for your brand and help to drive strategy in the right direction. Leeza Slessareva is the Vice President of Consulting at GfK. She can be reached at Leeza.Slessareva@gfk.com.
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