Möchten Sie zur deutschen Seite wechseln?JaNeina
Brand and Customer Experience image

Brand and Customer Experience

Brands are under pressure to develop emotional connections and relationships with consumers and business decision makers.

Success relies on delivering experiences that resonate with our clients’ target audience(s), across every experience point that consumers have with a brand, products or services.

We help our clients enhance their brand and customer relationships by analyzing and optimizing the emotional imprint – the customer experiences that drive immediate purchase decisions, as well as long-term connections. And we provide this at local, regional, or global level.

Our brand and customer experience (BaCE for short) research addresses the many touchpoints across the customer journey, creating lasting emotional connections.

Success Stories
  • Efficiency and measurability in out-of-home advertising

    Efficiency and measurability in out-of-home advertising


    We use mobile data to bring reliable standards for evaluating the performance of advertising to a struggling segment of the media landscape.

    China Unicom, the second largest Chinese wireless operator.


    The out-of-home advertising (OOH) industry lacks the reliable performance metrics that today’s media planners and marketers seek before committing money to a placement. OOH companies do not have reliable data and analytics tools to demonstrate the reach, frequency and return on investment their channel can offer. In most cases, they still rely on manual data collection, which is expensive, time-consuming and sometimes inaccurate.


    We have created a win-win partnership with China Unicom to leverage its authorized big data collected from its subscribers to help OOH companies and their clients track performance of outdoor advertising in Shanghai.

    We analyze this aggregated, anonymized data and deliver the insights in a format OOH providers can use to price, measure and optimize performance in a scientific way.


    At last, the OOH industry has a viable alternative to the traditional method of measuring OOH reach and performance. Our approach provides reliable reach and frequency numbers that enable OOH providers to effectively calculate their audience ratings and compare them to television and digital advertising.

    By delivering an industry-standard set of key performance indicators, we can help revitalize the OOH industry. The success of this venture also illustrates the potential for other sectors to profit from our solutions that turn their big data into smart and valuable information.

    Click here to download the success story.

  • Using guest feedback to improve the customer experience

    Using guest feedback to improve the customer experience


    GfK works closely with a leading hotel group to measure guest feedback and drive consistently great customer experiences through its properties across the globe.

    This leading hotel group is one of the largest in the world and has received numerous awards for demonstrating innovation and an extraordinary level of service.


    This leading hotel group aims to:

    • have high-quality dialogue with its guests
    • bring relevant and current data and analyses to its hotel operators so they can use it to improve the guest experience

    These goals demand that the hotelier extends the gathering of feedback beyond the traditional mechanism of surveys to include social listening intelligence from channels such as web reviews and social media.


    We partnered with the hotel group to power its new guest experience program.
    The hotelier uses our GfK Echo solution to gather guest feedback in real-time from numerous sources, including guest survey results, property audits and guest reviews from websites.


    The hotel group now has a guest experience tool that gives it:

    • a structured way of capturing feedback from the day guests arrive at a property, in the form and channel in which they prefer to provide it
    • the ability to view feedback from multiple channels on a single dashboard
    • a means to distribute actionable customer experience information to employees and managers at each hotel

    Click here to download the success story.

  • Enhancing brand performance in the US luxury auto market

    Enhancing brand performance in the US luxury auto market


    GfK researched one of Europe’s major auto manufacturers to determine the strength of its brand relationships with customers in the United States.

    A large European auto manufacturer that focuses on the luxury segment.


    This company has improved the perception of its product and brand in the US market over the past few years and is establishing itself as a serious alternative for premium car buyers. Though our client’s brand equity and sales are steadily growing in the US, we conducted research around ways our client could further strengthen its performance.


    We analyzed the auto manufacturer’s market impact using our Brand Vivo methodology – an approach that provides insight into consumer-brand relationships.


    The research showed the client is lagging the market leaders in consideration, familiarity and buying intention. We found that the automaker’s relationships with a high share of consumers in its target market were weak. Thus, to increase long-term brand success in the US, we recommended that the client:

    • evaluate current communications to ensure it had strong “personal fit” and “fun to drive”
    • monitor social media buzz and take actions to encourage website visits
    • ensure relevant distribution of service centers.

    Click here to download the success story.

  • Evolving a luxury car brand in Europe

    Evolving a luxury car brand in Europe


    GfK rolled out a brand tracking program for an auto manufacturer that wanted to improve brand relationships with consumers.

    The client is a manufacturer of luxury vehicles.


    This carmaker has been struggling to command brand presence in the media and in consumers’ minds in the largest European markets for premium motor cars.


    We implemented a brand tracking program in Spain, Germany, France, Italy and the UK for this client. Our purchase funnel model gave it rich insight into the car buyer’s decision-making process. Applying our ConX methodology, we evaluated the vehicle manufacturer’s customer experience at various touchpoints. This painted a picture of how negative, positive and memorable these brand experiences were from the consumer’s perspective. The GfK Brand Vivo methodology underpinned our analysis. It uses human relationships as metaphors for the connection between brands and consumers.


    Our solution enabled our client to track brand performance in its most important markets over a year. We found that its investments in marketing yielded an improvement in short-term funnel performance. However, it was not yet succeeding in strengthening longer-term relationships with consumers. We recommended that the client evolve its marque in the following ways:

    • Increase branding in all marketing activities
    • Focus on shifting the technocratic tone of its communications to a more emotional one.

    Click here to download the success story.

Related Products for Brand and Customer Experience

Latest insights

Here you can find the latest insights for Brand and customer experience. View all insights

    • 06/01/18
    • Brand and Customer Experience
    • Market Opportunities and Innovation
    • Belgium
    • English

    GfK maps the impact of sponsoring Brico Cross in Belgium

    46% of Belgians claim they are interested in cyclocross - and 15% consider themselves as “real fans”, making this one of the most followed sports in Belgium, and delivering strong potential as a sport marketing platform. The “real fans” break down demographically as being mostly male, somewhat older and living in Flanders.
    • 04/10/18
    • Media and Entertainment
    • Brand and Customer Experience
    • Belgium
    • English

    R.S.C. Anderlecht checks impact on consumers and fans with GfK Belgium

    RSCA and GfK Belgium researched the impact that Belgian’s most successful football team can have on consumers and football fans.
    • 04/19/17
    • Brand and Customer Experience
    • Belgium
    • English

    Only 1 in 4 Belgians know that the purchase price of a refrigerator amounts to just 20% of the actual cost

    Today Recupel launches the website “zuinigekoelkast.be” (economy fridge). This website should help the Belgians to reduce both their energy consumption and ecological footprint.
    • 06/01/16
    • Travel and Hospitality
    • Brand and Customer Experience
    • Belgium
    • English

    Tourists prefer traditional tour operators

    Traditional tour operators have a stronger connection with consumers than their competitors that are only present online. A possible reason for this is that they follow an omnichannel strategy and thus work both online and offline. This strong relationship with traditional tour operators is mainly determined by customer service. For online players it’s the transparent booking conditions and the efficient booking process that contribute to the brand’s success.
Contact us