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消费者样本研究

您的业务围绕着消费者展开,因此理解您的消费者对于确保产品和服务能够满足他们的需求,明确潜在机遇的发展机会,显得至关重要。

我们的国际消费者样本研究专业知识,为您提供明智的消费者洞察,向您揭示出哪些是您的消费者,以及他们对于所有渠道的态度和行为。

我们使用消费者样本数据来探究消费者的购物行为;帮助您了解消费者从哪里找到新产品,他们如何研究和比较产品,他们如何使用产品,以及推动他们做决策和选择购买路径的因素。

我们明确关键的消费者趋势,用顾客细分来确定理想的目标受众,发掘市场机会并帮助您制定可行的发展策略。

研究洞察

Here you can find the latest insights for Consumer panels. View all insights

    • 08/16/17
    • Health
    • Consumer Panels
    • Global
    • English

    Curating an answer to deeper consumer understanding through data

    This post was co-authored by Natasha Stevens and Michelle Morgan At a time when surveys seem to be under a kind of siege – viewed by some as backward and outdated – let me go out on a limb: Surveys have never been more important or relevant. Yes, behavioral data can tell us exactly what people do – no guessing or memory jogging required. But there are also restrictions; we may only know, for example, what people are doing within a single environment – online or in store. And while behavioral information can provide extremely rich consumer insight, it often cannot tell us why people do things: what they were hoping for, whether they were disappointed, and their feelings about the brands in their lives.

    The challenge for researchers

    Surveys can help us fill in all of these gaps; and yet we also know that consumers’ patience with long questionnaires – especially on smartphones – is shrinking. The challenge for smart researchers, then, is: How can we use surveys only when they will provide unique and indispensable information, but quit before our returns start to diminish? The answer is doubling down on a skill unfamiliar (and perhaps unsettling) to many researchers — data curation. Here we use different data sets, often from very diverse sources, to create the complete picture we need of consumers’ preferences and behavior. By linking two or more data sets through carefully developed criteria, we can focus our survey takers on giving us only the information we can obtain nowhere else.

    Data curation in action

    One recent example of data curation in action was inspired by the looming changes in US healthcare and insurance. Survey data capturing public opinion on US healthcare reform is abundant – much of it focused on the specifics of the policy itself, with respondents generally profiled according to their political affiliation. We wanted to develop a profile of survey respondents that went beyond party politics and looked more deeply at motivations and personal characteristics around health. Using KnowledgePanel®, the largest probability-based online panel in the US, supplemented with key health psychographic variables from MRI’s gold-standard Survey of the American Consumer®, we were able to develop a more nuanced picture of our survey takers. The MRI-KnowledgePanel® fusion allowed us to integrate health-related profile data for KnowledgePanel® members – such as body mass index (BMI), information about chronic physical and mental health conditions, and health insurance status – with 25 health psychographic variables from MRI. We found that those who disapprove of the Affordable Care Act are less likely to believe that generic drugs are as good as brand-name drugs. In addition, they are more likely to be the first to try advanced medication and more likely to agree that medication has improved their quality of life. Using the integrated databases, we were able to add a number of high-value characteristics to the mix without additional questions or fees; these included presence of chronic health conditions, medication compliance, body-mass index, and body image.

    Deeper insights from fused data

    By mastering data integration and curation, we can deepen our insights from any one source. In our healthcare example, the fused data allowed us to develop a richer and more robust profile of survey respondents than we could achieve with KnowledgePanel® data alone. With the right data resources and expertise, this new approach creates almost infinite possibilities for expanded insights. Natasha Stevens is Executive Vice President of Digital Experiences at GfK. Michelle Morgan is the Research Director of Data and Insights Integration. To share your thoughts please email natasha.stevens@gfk.com or michelle.morgan@gfk.com.  hbspt.cta.load(2405078, 'c8ef7288-c2e0-4cae-86a4-a0d3535430e8', {});
    • 01/10/17
    • Public Services
    • Consumer Panels
    • Omnibus
    • Government & Academic (North America)
    • KnowledgePanel® (North America)
    • Government & Academic (North America)
    • Public Communications and Social Science
    • Global
    • English

    GfK joins AAPOR Transparency Initiative, USA

    Two GfK research divisions in North America – Government & Academic and Public Communications & Social Science – have been accepted for membership in the American Association for Public Opinion Research (AAPOR) Transparency Initiative.
    • 04/29/16
    • Financial Services
    • Consumer Goods
    • Consumer Panels
    • Global
    • English

    Economic uncertainty clouds consumer confidence

    Index tumbles into negative territory for the first time in 15 months.  GfK’s long-running Consumer Confidence Index dropped three points in April to -3. 
    • 02/05/16
    • Mergers and Acquisitions
    • Press
    • Consumer Panels
    • Digital Market Intelligence
    • Global
    • English

    GfK drives its global digitalization through acquisition of digital panel specialist Netquest

    GfK has acquired Netquest, the leading access panel provider with strong presence in Spain, Portugal and Latin America.
GfK研究人员
Stephan Knaeble
General