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GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers' experiences and choices.

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Latest insights

Here you can find the latest global news, studies and publications from GfK.

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    • 12/14/17
    • Global
    • English

    Map of the month: Anholt-GfK Nation Brands Index study, 2017

    This year’s Anholt-GfK Nation Brands IndexSM study finds that a robust, well-rounded reputation is the key to safeguarding or improving a nation’s overall Reputation.
    • 12/12/17
    • Health
    • Global
    • English

    Five ways brand teams can align messages and touchpoints for greater commercial effectiveness

    Commercial effectiveness 2.0

    Now that many biopharma companies have turned their focus to professional and patient centricity, and even more have upped their game by using multiple, specialized experience points to serve doctors and patients better, it is time to bring the new approach to maturity by increasing coordination and effectiveness in the new multi-channel models. How will you meet the challenges of this new pharma/biotech commercial model?  We would like to share five ways to improve the metrics and analytics that help you optimize your combined sales force, touchpoints and message recall, and meet the challenges of this new pharma/biotech commercial model. Depending on your current business challenges, at least one approach is very likely to help you as we move into this new biopharma commercial model. hbspt.cta.load(2405078, '0f906aac-4b90-4ec5-b47a-d8d775e8194b', {});

    Five of our analytical approaches to set the wheels in motion:

    1. Improve the measurement of your competitive standing with a multidimensional share of voice While you may be winning share of voice with reps alone, you may be falling behind in the overall race. Consider tracking your multidimensional touchpoint reach for a more holistic and accurate guidepost. 2. Coordinate multiple touchpoints, with the sales rep at the center Biopharma’s use of multichannel to reach no-see physicians has matured. Now, forward-leaning marketing and sales leaders are leveraging “rep- triggering” technology to meet customer needs. Fully leverage reps’ clearer perspective of physicians’ imperatives, and empower reps to meet customer needs. Then measure the commercial impact of the new multi-touchpoint experience. 3. Combine the optimal set of touchpoints to improve the overall customer experience The needs of healthcare professionals (HCPs) are increasingly complicated. Use multi-touchpoint analytics to find the combination of touchpoints that does the best job of meeting those crucially important customer needs. 4. Focus on impactful messages for greater impact on prescribing behavior Reach doesn’t matter if the message isn’t relevant. And a high-impact message that isn’t remembered is a lost opportunity. Many brands still focus too much on the percent of physicians who recall messages. In celebrating the success of high recall for some messages, they forget to test each message’s impact, and then they miss the insight that recall may be the lowest on messages that have the greatest impact on prescribing behavior. 5. Concentrate marketing investments on the most effective touchpoints for your critical messages Each touchpoint can have a higher or lower transmission effectiveness for your critical messages. Brand teams and sales forces need to remember to assess their portfolio of touchpoints with regard to their effectiveness in transmitting key messages. Message transmission lets brand teams focus their investments on those touchpoints that get critical messages across to the physicians who need to know.

    Begin driving commercial effectiveness for your brand

    By applying our techniques, you’ll discover how you can align messages and touchpoints to optimize their impact. For a deeper dive into these five techniques for driving your brand’s commercial effectiveness, download our white paper, “Five ways brand teams can align messages and touchpoints for greater commercial effectiveness”. hbspt.cta.load(2405078, '0f906aac-4b90-4ec5-b47a-d8d775e8194b', {}); Then let’s start a conversation so we can help guide you in the process. Tom Hartley is Senior Vice President of GfK’s Health business. He can be reached at tom.hartley@gfk.com.
    • 12/12/17
    • Press
    • Financial Services
    • Retail
    • Consumer Goods
    • Geomarketing
    • Geodata
    • Global
    • English

    Purchasing power Germany 2018

    Germans’ 2018 purchasing power will rise to €22,992 per person according to the GfK study released today. This amounts to a nominal per-person increase of 2.8 percent, or €633.
    • 12/11/17
    • Financial Services
    • Technology
    • Global
    • English

    What’s really holding back in-store mobile payments?

    “Cashless made effortless!” “Turn your phone into your wallet!” “It’s not exactly magic, but it feels that way!” The clear message that mobile wallet purveyors are sending to the market is that mobile payments are easy. So why is adoption so low? According to our 2017 FutureBuy® report, only 25% of US shoppers have made an in-store mobile payment in the last six months.

    Reasons for low adoption

    One obvious stumbling block is availability. A recent JP Morgan Chase study suggests that only 36% of retailers currently accept mobile payments. But availability alone cannot account for this disappointing level of adoption. Smartphones are omnipresent in consumers’ lives — and, as our 2017 FutureBuy study shows, US consumers equate smartphones with shopping; 39% say, “My mobile device is quickly becoming my most important shopping tool,” up 11% since 2016. In fact, CNET reported that smartphones accounted for 21% of online sales on Cyber Monday, with US shoppers spending $1.59 billion using their phones — a new record. So where is the comparable mobile in-store spend? Our recent research points to one important barrier for consumers: security. With data breaches at Equifax, Yahoo, and even the IRS making headlines, it is no surprise that security is on the minds of consumers. Research from GfK Consumer Life quantifies this anxiety:
    • 36% of Americans are always concerned about their safety and security (2017)
    • 48% of Americans feel it’s very important to actively manage their online identity and personal information (2016)
    • “Personal information getting into the wrong hands” is the #9 concern among Americans from a list of 21 concerns — up 4 places since 2016 (2017)
    Looking more specifically at payments, cash still plays a big role – and one of its key benefits is anonymity. Among Americans with household incomes of $75,000 a year and greater, 55% say they always or sometimes use cash to protect their identities. Those in the payments industry know that using a mobile wallet is probably the safest way to pay; but US consumers do not perceive things that way. When we asked which non-cash method of payment was most secure, mobile wallets came in last, with just 4% of consumers (compared to 21% saying swiping their card, and 70% saying EMV).

    Opening the door to mobile payment usage

    Comfort with financial services and knowledge of the products and services seems to play a big role in opening the door to mobile payment usage. Again, looking at our FutureBuy study, we see significant differences in attitudes towards mobile payments when we compare Leading Edge Consumers (LECs) to the general public. The LEC group consists of three different types of shoppers; Early adopters, Influentials and Passionate shoppers. 15% of respondents in the 2017 FutureBuy study were identified as LECs – and they are much more apt to see mobile payments as secure: “Making payments with mobile device is more secure than other methods” — 57% LECs vs 23% general public. “I am confident that my mobile device payments are 100% secure” — 58% LECs vs. 23% general public. Not coincidentally, LECs use of mobile payments in-store over the last 6 months dwarfs that of the general public, 50% to 25%. Perhaps, the messaging at the top of this post needs to be revamped. Easy is not doing it. While security is often buried in promotional content to some degree, elevating this message to the first position could be a key to quicker adoption. The message of “the safest way to pay” may be the path forward for mobile payments. For more information, please contact Keith Bossey at keith.bossey@gfk.com. hbspt.cta.load(2405078, 'ca8381bb-3fe8-4564-832b-cd785b143e32', {});
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