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  • Heat wave, haze, and air pollution almost doubled the spending on air treatment products in four Southeast Asian countries in first quarter of 2019
    • 05/22/19
    • Press
    • Home Appliances
    • Point of Sales Tracking
    • Singapore
    • English

    Heat wave, haze, and air pollution almost doubled the spending on air treatment products in four Southeast Asian countries in first quarter of 2019

    Air treatment products flew off the shelves in the first three months of 2019 across Thailand, Malaysia, Singapore and Indonesia. Consumers in each market turned to air treatment products to improve the air quality in their homes as they experienced heat wave, haze and air pollution during those months.

  • Total media measurement and beyond
    • 05/16/19
    • Media and Entertainment
    • Media Measurement
    • Singapore
    • English

    Total media measurement and beyond

    What is the future for total media measurement in a complex, fragmented market?
    GfK held a roundtable discussion with leaders from across the media industry to debate this pressing issue. 

  • Asians show greater propensity amongst global consumers in new technology adoption
    • 04/17/19
    • Home Appliances
    • Technology
    • Consumer Goods
    • Home and Living
    • Consumer Insights
    • Point of Sales Tracking
    • Singapore
    • English

    Asians show greater propensity amongst global consumers in new technology adoption

    Asians have emerged as the most enthusiastic adopters of new and innovative technology products globally. The latest findings released by GfK from the first of its kind study—the New Tech Adoption Index (NTAI)1, highlights Asia’s prominence in driving global new technology advancement; with the region’s high demand fueling growth of overall product category in majority of the region’s market by at least 35 percent in both volume and value terms in the past year. 

  • Global smartphone sales grew five percent to hit $522 billion in 2018
    • 02/25/19
    • Press
    • Point of Sales Tracking
    • Singapore
    • English

    Global smartphone sales grew five percent to hit $522 billion in 2018

    The Telecommunication sector comprising of smartphones, feature phones and wearables claimed a 44 percent share, and remains the powerhouse in the $1.2 trillion technical consumer goods (TCG) market. Global smartphone sales remained strong in 2018 as the premium trend continues to fuel growth, growing sales value by five percent in spite of small shrinkage in market size by three percent to hit 1.44 billion units. Smartphones represent the majority of the total spend of the global TCG market last year. This is expected to grow plus one percent in 2019.

  • Singapore launches first-in-Asia integrated TV viewership
    • 01/30/19
    • Media and Entertainment
    • Singapore
    • English

    Singapore launches first-in-Asia integrated TV viewership

    The launch of the Singapore TV Audience Measurement (SG-TAM) integrated viewership data will enable broadcasters and advertisers to better tailor their offerings to meet evolving audiences’ needs.The first in Asia to offer such integrated data, the enhanced SG-TAM system is now able to understand cross-screen viewing behaviour, to capture unduplicated TV viewership figures across digital devices such as smartphones, tablets and PCs.

  • Radio remains an influential and strong engagement media with nearly 20 million Malaysians tuning in weekly
    • 01/03/19
    • Media and Entertainment
    • Media Measurement
    • Singapore
    • English

    Radio remains an influential and strong engagement media with nearly 20 million Malaysians tuning in weekly

    The Radio Audience Measurement conducted by GfK in the second half of 2018, in partnership with Commercial Radio Malaysia (CRM), revealed that radio listenership in Peninsular Malaysia remains high, with around 20 million listeners tuning in on an average week.

  • Mobile Shopping intensifies across APAC: GfK
    • 11/27/18
    • Financial Services
    • Retail
    • Technology
    • Consumer Goods
    • Shopper
    • Singapore
    • English

    Mobile Shopping intensifies across APAC: GfK

    Evolving technology has been transforming the global retail landscape and the way consumers are shopping in the past decade. GfK’s latest FutureBuy report reveals a continuing surge in online shopping across most of the tracked product categories, with 63 percent of consumers agreeing that their mobile device is becoming their most important shopping tool.



  • Beyond Point of Sale Data: The importance of understanding early usage in the consumer journey
    • 11/21/18
    • Retail
    • Technology
    • Consumer Goods
    • Singapore
    • English

    Beyond Point of Sale Data: The importance of understanding early usage in the consumer journey

    ‘Hygiene and user experience’ factors may affect a customer’s sentiment about a new product as much as its functional characteristics

    Technology and consumer durables brands operate in an increasingly demanding retail landscape, characterized by margin pressure, fiercer competition, shorter product lifecycles and heightened customer expectations. To remain competitive in this challenging environment, retailers and manufacturers need access to both point of sale (POS) data and actionable consumer insights that enable them to make smarter and faster business decisions.

    Over the course of this blog series, I have been looking at how the Consumer Journey module of the GfK Consumer Insights Engine delivers such insights and helps brands to better understand the consumer’s purchase journey. Following my previous post about the moment of purchase, I will this week turn to what our solution can tell you about early usage of a newly purchased tech or durable product.

    Throughout the purchase journey consumers seek reassurance that they are making the right investment, especially on high ticket items such as TV’s. Using the Consumer Insights Engine to look at early usage gives us an insight as to whether or not the journey was ‘successful’ from the consumer perspective, i.e. after all the research, are they satisfied with the choice that they made? If not, it can have a negative impact, not only on their relationship with the brand they bought from, but also on the retailer they purchased from. Especially if the retailer played a highly influential role in the final decision.

    Product managers, retail sales reps, marketers and operations departments can all benefit from knowing what customers think and say about a product once they are actually using it. The Consumer Journey module fuses data from our survey around early product experience and applies semantic analysis to retailer review data.

    I am once again using the UK television market as an example, but our solution covers key consumer technology and durables categories across 13 major territories.

    Our Consumer Journey module shows that UK television brands have an average net promoter score (NPS) of +34; 48% of consumers are happy with their purchase. When you compare this to the average NPS score of +29 across technology and consumer durables product categories in the UK, we can deduct that TV manufacturers are doing an adequate job of meeting consumer demands. However, as always is the case, they could do better.

    With the right insights at hand, they could improve sentiment among the 52% of people who are passive about the products they bought or who are active brand detractors.

    To get to the ‘right insights’ we collect review data from key retailer websites in each of our markets and apply artificial intelligence to provide sentiment-based intelligence into early usage and the product aspects that lead to memorable experiences. This gives us insights into the factors that matter to a UK purchaser who has just started to make use of a newly purchased television. Below outlines the net sentiment scores* for these factors:

    • Value for money (96%)
    • Easy to set up (87%)
    • Great picture (86%)
    • Happy with the purchase (83%)
    • Picture quality (74%)
    • Picture and sound (54%)
    • Easy to use (21%)
    • TV looks amazing (17%)
    • Sound bar quality (11%)

    (Source: Consumer Insights Engine Consumer Journey, Q1 2018 data for the TV category in multiple markets)

     

    If you browse back to my previous post, you’ll see that functional factors such as size and product dimensions were key drivers of the consumer’s purchase earlier in the customer journey. However, once the consumer takes a brand-new television home, practical user experience and hygiene factors such as ease of set-up, connectivity with other products, and the smart TV capability all become an important part of their experience with the product.

    As the low net sentiment for ease of use and aesthetics shows, brands should pay as much attention to the out of the box experience as they do to functional qualities such as screen size or support for UHD and HDR.

    Picture and sound get the second highest number of mentions in product reviews. However, it is important to note that one in five (20%) of these reviews are negative. This highlights the importance of the performance of these factors to the UK purchasing consumer.

    It’s also interesting to see how low net sentiment is around the quality of the sound bar.  This indicates that this particular function is polarizing among consumers. When brands get it wrong, it reflects badly on them. However, when they get it right, it can create a great deal of positive sentiment about their product.

    The combination of early usage survey data and sentiment-based analysis of review data in the GfK Consumer Insights Engine allows brands and retailers instant access to deeper insights that give a more complete understanding of consumer’s purchasing decisions, their experiences against those decisions, and how that reflects on their brand.

    I invite you to look at our Consumer Insights Engine demo to see for yourself how it combines POS data with market research, and online consumer behavior data to offer you on-demand access to insights you can apply in your business.

     

    *Net sentiment (net positive) is the positive scores minus the negative scores providing you with a more realistic view of the market. It’s designed to avoid over inflation and acknowledge any negatives.

     

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  • Go Beyond Point of Sale Data: Understand the Moment of Purchase
    • 11/14/18
    • Retail
    • Technology
    • Consumer Goods
    • Singapore
    • English

    Go Beyond Point of Sale Data: Understand the Moment of Purchase

    Truly understand the every factor that influences consumers’ final decision at the moment of purchase.

    To make optimal decisions about product selection, retailer and manufacturer partnerships, and marketing, retailers and manufacturers in the technology and consumer durable sectors both need a holistic view of point of sales data and consumer behaviour. Having looked at how our GfK Consumer Journey solution helps brands to understand how consumers research a purchase in my previous post, I shall now turn my attention to the insights it offers into the moment of purchase.

    Brands want to know where, how, and why consumers purchase products, so that they can make smart decisions about retailer partnerships, product selection and development, and marketing and promotions. Retailers, meanwhile, need to understand how they are performing in different channels (in-store and digital), as well as which brands and models sell best and why. Manufacturers and retailers alike also want insights into competitor performance and partnerships.

    Powered by the GfK Consumer Insights Engine, GfK Consumer Journey offers technology and consumer durables manufacturers a full view of the online and offline consumer purchase journey. This enables them to answer key business questions such as:

    Lost shoppers: How many shoppers did we lose during the purchase journey and what is the size of this lost opportunity? Who are these shoppers? Which competitive brands or retailers did we lose out to and why?

    Partnership opportunities: Which retail or manufacturer brands should we partner with? Which retailers or brands could offer access to unique customers? Which competitive brands or retailers attract the same consumer profile as we do?

    Channel conversion: What are my channel conversion rates? How can I improve them? What role does each channel play in the consumer journey?

    As a subscriber to the Consumer Journey module, you can use the Consumer Insights Engine to get instant access to insights that will allow you to answer your key business questions. To provide you the data that leads to trusted and actionable consumer insights, we seamlessly integrate multiple data sources into this advanced analytics platform: global sales data*, consumer research, behavioural data, and AI-enabled review data.

    The data visualized below is pulled from a cross-market analysis of the TV category using the Consumer Insights Engine and is used to answer many important questions our clients are asking about the moment of purchase.

    (Source: Consumer Insights Engine Consumer Journey, Q1 2018 data for the TV category in multiple markets)

     

    As the data above illustrates, our solution provides a coherent view of – and granular detail about – the consumer’s purchase journey and the factors that influence his or her final purchase decision to equal granularity across participating markets. For a multinational manufacturer operating in multiple markets across Europe it is interesting to know that, when compared to France, a high number of recent TV purchasers in the Netherlands purchased a 4K UHD TV. This data informs the marketing team that messaging around this feature should resonate in this market. When this data is coupled with data identifying that 724,661 TVs were sold in this period in the Netherlands (fig2), it can begin to inform other business units within our clients’ organisations, such as supply chain and logistics. This total market view of units sold is achieved through our calibration with actual point of sales data*.

    Fig2. (Source: Consumer Insights Engine Consumer Journey, Q1 2018 data for the TV category in multiple markets)

     

    Taking a look at brand loyalty in the UK is another practical example of the value of insights derived from this data. Understanding how little brand loyalty consumers in the UK have compared to other major markets might prompt a manufacturer to focus its efforts on new customer acquisition rather than retention in this market.

    Our solution covers 13 major markets – France, Germany, Italy, Netherlands, Spain, UK, US, Brazil, Russia, China, India, Japan, and South Korea. Thus, multinational brands can not only get insights into national markets, but also compare brand performance and consumer behaviour across multiple territories.

    Check out our online Consumer Insights Engine demo to understand more about how it works against specific business questions. Find out how to get actionable business insights at speed that go beyond point of sale data and help you get inside the mind of your consumers.

    Note: *In the US, GfK does not have access to Point of Sale data. US data is calibrated using information gathered from a telephone survey based on probability-based sample representative of both mobile phones and landlines. No retailer data is used in the development of the US offering.

     

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  • Beyond Point of Sale Data: Search and evaluation in the consumer journey
    • 11/07/18
    • Retail
    • Consumer Goods
    • Singapore
    • English

    Beyond Point of Sale Data: Search and evaluation in the consumer journey

    Getting insight into which touchpoints drive the best ROI for your brand

    To maximize their performance in today’s competitive retail landscape, brands need a single, accurate view of the market with instant insight into consumer purchase behavior. In my second post in this blog series, I’ll look at how the GfK Consumer Journey solution delivers that and enables brands to understand how consumers do their research when they buy a new product.

    My previous post looked at the purchase triggers in the UK television sector as an example of the insights brands can get from the GfK Consumer Journey module of the Consumer Insights Engine. This time, I’ll look at how the solution can give brands accurate, actionable information about how and where consumers research and evaluate their options when they are looking to purchase a new TV.

    Our Consumer Journey survey data reveals that the majority of television buyers in the UK do their research online. Most of them visited major retailer websites during their purchase journey – the most popular among TV purchasers were Curry’s (63%), Argos (56%) and Amazon (49%).

    (Source: Consumer Insights Engine Consumer Journey, Q1 2018 data for UK TV market)

    Perhaps that’s not so surprising, but our numbers also show that in-store touchpoints still play a major role in the purchase journey. More than half of TV purchasers visited a physical store to research their new TV. Of those who researched their options online, 57% made their purchase in-store.

     

    What’s more, in-store visits have higher conversion rates than online channels. Around 82% of people who went to a store bought a television in-store, while only 42% of those who searched online made a purchase online.

    (Source: Consumer Insights Engine Consumer Journey, Q1 2018 data for UK TV market)

     Even in a digital age, in-store advertising and displays play a major role in driving sales, but as our consumer journey insights research shows, this does differ somewhat by brand.

    This sort of insight is invaluable to marketing teams in optimizing their online and offline marketing and advertising channel and touchpoint investments throughout the consumer journey. They will know which channels and brand/product touchpoints consumers use during their search and evaluation of new products, helping them to make better decisions about campaign execution.

    They can also see which consumers considered their brand but bought something else, and why they made that choice. We will look into why consumers in this market purchase products in my next blog post. These insights enable brands to plan ahead and improve conversion rates amongst lost shoppers. Product category managers and operations departments, meanwhile, can learn about where consumers are researching and buying product, so they can make better stocking decisions.

    In the new year, we introduce online passive behavioral data to the Consumer Journey module. The introduction of this data will allow visibility of device use, search terms, touchpoints, sites visited and more. This will provide brands an even more granular view of consumer’s online behavior during the purchase cycle.

    One way in which GfK Consumer Insights Engine is unique is that it provides all of these insights in a single platform. This eliminates the need for multiple data and insights suppliers and provides a coherent view of your consumer’s purchase journey. I encourage you to try our online Consumer Insights Engine demo to understand how it works in practice and how it could help you make smart, rapid decisions.

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  • Beyond Point of Sale Data:  Which consumer needs trigger the start of the purchase cycle?
    • 10/30/18
    • Retail
    • Technology
    • Consumer Goods
    • Singapore
    • English

    Beyond Point of Sale Data: Which consumer needs trigger the start of the purchase cycle?

    Key insight: UK consumers replace tech products long before they’re broken or obsolete

    Point of sale (PoS) data tells you what consumers buy as well as when and where they make their purchase. When you calibrate this data with actionable consumer insights, you can maximize its potential by understanding who the purchasers are, how and why they make their buying decisions, and answer questions like:

    • What triggers a consumers’ need to purchase?
    • What proportion of consumers are upgrading a working product and what proportion are replacing a faulty product?
    • Which marketing channels are consumers receptive to at this early stage of the purchase journey?

    This is the level of high-impact insight you can get from the GfK Consumer Journey module of the Consumer Insights Engine – the only solution that provides a full view of the online and offline consumer purchase journey for the technology and consumer durables industries. Our solution takes you beyond PoS* by combining sales data with market research, online consumer behavior data, and advanced analytics in a single interface.

    Over this series of blog posts, I’ll look at practical examples of how this new solution brings brands closer to their customers, allowing them to understand the story of a customer’s purchase from the realization of a need up to early usage. We’re looking at how customers in the UK start on the road to buy a new television in this first post in the series.

    Let’s start by considering the purchase triggers for television shoppers in the UK.

    Most UK television purchase journeys begin because customers want to upgrade their TV or buy an extra unit for the home, not because they’re replacing a faulty product. By contrast, in Germany, more than half of new TV purchases replace a broken product. What’s more, some 12% of UK TV purchasers are acquiring a new television to replace one that is two years old or newer.

     

    Interestingly, this dynamic is present in other segments of the UK consumer durables and tech market. Some 12% of new dishwasher purchases and 10% of washing machine purchases replace functional products that are not older than two years. Clearly, the typical UK consumer is proactive and ready to seek a newer and better product long before the existing one breaks or becomes obsolete.

    As we can we see from this data, major tech and durable purchases no longer necessarily have a long lifespan in the UK consumer’s home. To capitalize, brands need to dig deeper to understand which consumers are happy to replace large appliances at regular intervals and the factors that prompt them to make a new purchase:

     

    In the markets we track, UK TV purchasers are among those that are most receptive to inspiration from marketing materials, even when they are not actively seeking to replace a product. This opportunity is nearly as large as the market of consumers who buy a new TV because they are dissatisfied with their current model. Brands should not ignore this.

    The effect is especially strong with people aged 25 to 34; some 34% in this group are spurred to upgrade by stimuli such as advertising. To make this insight actionable, we need to get more specific. For instance, we might want to know which touchpoints are best for reaching 25 to 29-year-old consumers who might be persuaded to upgrade to a 4K 65-inch television.

    Among UK shoppers looking to upgrade TVs rather than replace faulty units, 43% reported that in-store displays are their biggest inspiration. This indicates that even in a digital age, you still need a presence in the high street.

    Using the Consumer Journey solution, we could quickly identify several key insights that any player in this category can act on, including:

    • Around 10% of UK consumers are highly proactive, and ready to actively replace products within two years.

    • Consumers can be inspired to upgrade by strong above-the-line marketing.

    • When purchasing a new TV, brick-and-mortar stores are still a dominant influence in the decision-making process.

    These insights can be distributed to the relevant business functions to inform tactical and strategic planning processes, where they can make a difference to category performance.

    My next blog will drill deeper into which specific touchpoints consumers interact with when they are looking for a new TV and which are most influential.

    In the meantime, try our online Consumer Journey demo to discover how we can help your business to make faster, smarter decisions.

    Note: *In the US, GfK does not have access to Point of Sale data. US data is calibrated using information gathered from a telephone survey based on probability-based sample representative of both mobile phones and landlines. No retailer data is used in the development of the US offering.

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    Note: *In the US, GfK does not have access to Point of Sale data. US data is calibrated using information gathered from a telephone survey based on probability-based sample representative of both mobile phones and landlines. No retailer data is used in the development of the US offering.

  • Discover the impact of World Cup Fever 2018 in APAC
    • 05/09/18
    • Technology
    • Singapore
    • English

    Discover the impact of World Cup Fever 2018 in APAC

    The FIFA World Cup is the most prestigious and popular football tournament; highly anticipated and the most widely followed sports competition in the world. With its global reach and high consumer engagement, the spectacular event no doubt, has a significant impact on the global economy when it takes place every four years.