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Market Opportunities & Innovation

Unternehmen stehen vor der Herausforderung, in zunehmend umkämpften Märkten relevant zu bleiben und ihre Marktposition zu behaupten. Zu wissen, wann, wo und wie man überzeugende Markenerfahrungen bieten kann, die sowohl für die Verbraucher als auch die Marke einen Mehrwert schaffen, ist unverzichtbar.

Innovationschancen zu ermitteln bedeutet, den perfekten Mix aus Wettbewerbstrends, Markteinflüssen und veränderten Verbraucherbedürfnissen zu finden. Um erfolgreich zu sein, müssen Marken verstehen, wie sich neue Produkte oder Dienstleistungen am besten in das Leben der Verbraucher integrieren lassen.

Wir entwickeln neue und emotionale Ansätze und Konzepte, die Ihre Marke stets ins richtige Licht rücken. Wir kennen künftige Bedürfnisse der Verbraucher. Mithilfe unserer umfassenden Erkenntnisse leiten wir Sie auf Ihrem Weg – von der Ideengenerierung über die Wachstumsplanung bis hin zu Prognosen für Produkteinführungen. Sie erhalten von uns eine Innovations-Pipeline für neue Ideen, die auf alle relevanten Kriterien des Marktes hin überprüft ist. Und einen Aktivierungsplan, der genau definiert wo, wann und wie Sie Kunden gewinnen.

Dkfm. Ulf Schätzel
Dkfm. Ulf Schätzel
Austria
+43 1 71710 344
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Aktuelle Insights

Finden Sie hier aktuelle Insights aus dem Bereich Market Opportunities & Innovation.

    • 01/12/16
    • Market Opportunities and Innovation
    • Austria
    • German

    Innovation neu definieren, um Wachstum voranzutreiben

     Innovation ist heute der Schlüssel zu wirtschaftlichem Überleben und der Weg zu neuem Wachstum.
    • 02/09/15
    • Consumer Goods
    • Market Opportunities and Innovation
    • Austria
    • German

    Innovative Chancen im Schokoladenmarkt erkennen

    Ein osteuropäischer Lebensmittelhersteller erhöht Markenrelevanz im Schokoladenmarkt.
    • 31/05/18
    • Retail
    • Market Opportunities and Innovation
    • Shopper
    • Trends and Forecasting
    • Global
    • English

    UK Consumer Confidence rises two points to -7 in May

    Contrasting views on personal finances versus the wider UK economy continue to keep GfK's overall Consumer Confidence Index Score in negative territory.
    • 18/12/17
    • Technology
    • Market Opportunities and Innovation
    • Global
    • English

    …of “things” to come in 2018

    As we slowly close the door on 2017, two things are quite clear in the marketplace:
    • Consumer confidence is at an all–time high
    • FOMO (Fear of Missing Out) is alive and well in the digital and tech space
    The proliferation of binge watching (361,000 watched the entire Stranger Things 2 on the first day, 15.8 million watched the first episode within the first three days of release), the record $5 billion spent on Black Friday and the biggest Cyber Monday ever, and even the staggering and near inexplicable growth of cryptocurrencies (Coinbase, a Bitcoin exchange, now has more users than Charles Schwab) all point to a cultural normalization of tech-led lifestyles in the US. Recent research from GfK Consumer Life shows that almost half of Americans see the technology they own as a form of self-expression, and nearly 70% of students claim to be technologically savvy or smart. It is now abundantly clear that the audience for the next big thing is increasingly the mainstream American.

    Looking ahead to 2018

    2017 introduced us to the smart home en masse, while artificial reality arguably gained traction over virtual reality. The connected car gained traction, and voice-assistance struck a chord. Looking forward, expect the Internet of Things to become a firmer reality in 2018. CES 2018 will undoubtedly showcase a proliferation of smart home devices, new, and cleverer ways to consume media and entertainment on the go, and even more complex algorithms to power AI towards increasingly intimate and personalized interfaces. 2018 will also be the year of voice-activation as Siri, Alexa, Cortana, and others position themselves for popularity, and access to your wallets. As with all innovation, some will live long and endure, some will be transitional stepping stones to something better, while still others will struggle or crash and burn.

    How innovation can thrive

    Our research at GfK Consumer Life shows that US consumers are keener on innovation being easy to use (38%), and really solving a problem they have (32%) than necessarily being leading-edge (20%). So, as you innovate for the new year, or perhaps evaluate the riches at CES as I will, look beyond the marketing and take a consumer-first approach to evaluating the fit of new innovations with your technology strategies. Ask yourself:
    • What significant consumer need does the technology fulfill, and what recognizable benefit does it provide?
    • What is the average learning curve? How complex or intuitive will it be to adopt into their lives?
    If you can readily answer both, it’s a good bet that you’ll know which things will become a reality. Eric Wagatha is a Senior Vice President of the Consumer Life division of GfK. He can be reached at eric.wagatha@gfk.com or on Twitter at @ewagatha. hbspt.cta.load(2405078, 'a07f0ed2-50d3-4870-b5c8-9b1a67a408d2', {});
Kontakt
Anna Kulnig
Austria
+43 171710 101
Dkfm. Ulf Schätzel
Austria
+43 1 71710 344
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