Insights

A window onto tomorrow's shoppers: One of the most robust studies in the shopper space

Looking closely at the differences among Asia Pacific countries can help brands target wisely

A guidebook drawing on fresh research and conversations with leading thinkers and brands in sustainability.

Shopping has become more thoughtful and deliberate. Profiling the current state of shopping in 2021 and distilling best-practice approaches for...

Understand consumers' mindset, lifestyles, and purchase decisions so you can tailor your strategies to connect with them with ease. Get a free sample report.

Understand consumers' mindset, lifestyles, and purchase decisions so you can tailor your strategies to connect with them with ease. Get a free sample report.

In a live virtual learning session, GfK experts will share ideas for bringing new intelligence and value to sustainable marketing.

Szaky will share insights on brands, consumers, and sustainability in an exclusive interview

Ads on smartphones can be as effective as on larger screens by using two key aspects of effectiveness...

Based off of years of innovative ad testing to explore what works and what falls short in mobile advertising.

After a year of upheaval and uncertainty, the U.S. replacement passenger and light truck tire marketplace is slowly settling into a new kind of normal.

How should brands act when consumer needs and concerns are changing almost daily?

A GfK webinar exploring the changing nature of brand engagement and purchase decision making, as well as general pandemic attitudes.

Get ready for a showdown! For the third year running, GfK is giving undergraduates a chance to work with real consumer data and develop their own product and marketing plans.

While discord may seem to be the rule in societies today, GfK analysis shows that shared values can create unexpected similarities and alliances

Capitalize on seismic shifts in the tech landscape and consumer behavior. Watch the on-demand webinar.

Health was a critical issue to Americans long before COVID-19 – but the pandemic has brought emerging wellness trends into sharp relief

GfK Consumer Life reveals data on global variations in consumer confidence, evolving personal concerns & values, & transformations to keep your eye on in 2021

Lessons to guide brands through tough marketing times

In 2020, long-simmering shopping trends boiled over into the mainstream overnight – disrupting brand relationships and purchase patterns.

In 2020, tech and home life took on even greater importance for consumers – and brands need to refresh their insights and strategies to keep pace.

In this interactive session, Julie Kenar of GfK AutoMobility™ will take on key topics for auto brands in 2021.

GfK is happy to announce its content partnership with ChannelHub’s Retail Connect event which will take place virtually between 3-5 November 2020.

Welcome to Point of Purchase Episode 5: All in the Details -- How to Drive Sales with Better Product Data with Lloyd Wood of GfK and Andy Lee of Staples Canada

How changes in shopping habits will affect your biggest sales season of the year.

While economic uncertainty and restrictions caused by COVID-19 pose short-term challenges for smart home products, the pandemic is also poised to boost their long-term appeal by cementing the role of home as the connected center of life.

Forget what you thought you knew about your shoppers and their feelings about you. COVID-19 has hit the “reset” button and ushered in a new era of shopping behaviors and relationships with brands and retailers. Are you ready to win in this new landscape?

In the midst of the virus crisis, car purchases represent an enormous – and sometimes deferable – expense for cash-strapped consumers. In recent AutoMobility™ research, GfK found that roughly four in ten intenders plan to delay their new car purchases or leases – largely unchanged since March, with some variations by category. Yet cars also offer familiar, highly personal mobility at a time when most people feel uncomfortable with public transportation. In a just-released GfK Consumer Pulse study, 57% of those who plan to travel during this year’s fall and winter holidays said the car would be their mode of transport – compared to just 35% for planes and 6% for trains. Car brands in chaotic times How can auto makers maintain their strong brand loyalty and trust among intenders at a time when finances and so many other areas of life are in extreme flux? Many manufacturers have stepped up with a variety of offers to help intenders get over the “hump” of a new-car commitment. GfK AutoMobility™ research in August found that 20% of Luxury intenders and 11% of Non-Luxury said that a special financing or payment offer had convinced them not to delay their car purchase. The most effective of these recent incentives has been 0% interest for the length of the vehicle contract, cited by 47% of those who chose to go ahead with a purchase. And auto brands have also built loyalty by providing support in the form of advertising and messaging that speaks to consumers’ key concerns and issues. Near the beginning of the summer, GfK noticed five major categories of messaging in COVID-related brand ads on social platforms: • Empathy & understanding • Social responsibility • Brand promise • Customer experience • Product promotion In most cases, auto brands were emphasizing the good they are doing or the deals they were offering to cash-strapped consumers. Gradually, companies transitioned to more creative extensions of COVID themes – such as Honda’s “virtual meetups” using the #CarsInComments hashtag, or Chevrolet’s virtual backgrounds featuring their latest models in scenic settings. In contrast, auto brands today are gradually returning to business as usual; but we still see manufacturers returning to themes that have been resonating and creating loyalty with consumers for the past six months. Hyundai’s “Un-Adventurers” video series – which follows journeys with people who have never left their home states – appeals to the lockdown mindset of people sheltering from COVID-19. Lexus offered another take on the adventure theme, asking, “When it’s time to venture out, where will you go?” – urging owners to outfit their vehicles for different trips and hobbies. In today’s turbulent market, auto brands need to make the right moves to win loyalty -- disarming skeptical consumers and maintaining trust that has been won over years and decades. More than anything, this requires vigilant monitoring of intenders’ changing concerns and needs – research and observation that is frequent and thoroughly vetted. With this guidance, auto brands can step beyond unpredictable crises and speak to intenders at a highly personal level – deepening loyalty in difficult times. Article by Julie Kenar -- SVP on GfK's AutoMobility team

With consumer confidence shaken, what messages are still relevant to today’s auto “intenders” – tomorrow’s most likely car buyers? How can auto makers encourage wary shoppers to make a purchase? And how can they build brand loyalty in the midst of so much uncertainty?

Session looks at longterm effects of brand switches amid the pandemic

Sessions focus on segmentation, using trend insights to set programming strategy

From AI and machine learning to 5G and the XR ecosystems, our world was already undergoing major disruption before the COVID-19 pandemic.

In 2020, people’s needs, and concerns have changed dramatically – amplifying existing trends, as well as creating new ones.

Hear from Constellation Brands how they are leveraging segmentation work which crosses consumer segments with occasion and revenue mapping to provide an integrated consumer-centric roadmap to ground strategy at all levels of the organization.

How has this unparalleled crisis Changed the trajectory of major consumer trends? COVID-19 has the potential to permanently change what consumers want from brands and retailers

How to solve the challenges of social media advertising, especially during COVID times

These single-country reports provide rich and comprehensive insights across all facets of life, including attitudes, behaviors, values, analog and digital lifestyles, consumption and shopping, and more.

The cultural earthquake that is 2020 has transformed the landscape of brand engagement.

As COVID-19 continues to rage, will sustainability become a lower priority? Should brands invest in a new “green” revolution?

GfK Etilize and BestBuy have worked together on the new PDM process that provides optimized product content including A+ on BestBuy’s website, the goal of increasing sales and conversion.

Introducing your newest model to consumers can be a make-or-break moment for your brand – so you want to be sure you have the right data and insights at your disposal to assure success.

Discover your brand’s authentic purpose & build deeper consumer connections.

Leading global retail alliance features Consumer Life, FutureBuy insights on shoppers

The just-released 2020 wave of GfK’s FutureBuy® study gives a foundational view of these forces. Based on interviews with tens of thousands of shoppers worldwide, the research provides a longer-term view of developments that preceded the virus and are continuing to drive shopping behavior in the recovery period.

In this troubled landscape, how do brands chart a path forward – to relevance, survival, and success? GfK brought together a panel of thought leaders and industry observers to consider where brands of all kinds go from here.

As shoppers wants and needs continue to evolve in the midst of today’s disruptions, FMCG brands, marketers and retailers need to adapt. New or reimagined products can be key sources of differentiation at a time of change.

COVID-19 has set US culture on edge, raising concerns that companies and consumers never expected to face.

The truth is that brand equity is built one experience at a time – and that good feelings can also be squandered with just one or two bad encounters.

Explore how consumers are emerging from a "locked-down" lifestyle, how brands can adapt, and different types of approach to advertising and messaging that's more likely to resonate in the next marketplace.

Learn how consumers are reacting today, possible long-term impacts on behavior and attitudes, how key brands are responding to the crisis, and lessons from past social upheavals.

A new ebook from GfK and BrandTotal uses the payment solutions space as a laboratory for revealing the breadth of dark marketing – and its influence on the reputations of specific brands.

Environmentalism is changing in today's crisis. How are we changing our habits and beliefs during today's lockdown, and will this unprecedented crisis give Americans a new passion for sustainable behaviors and attitudes?

In this GfK Consumer Life ebook, Jola Burnett explores the dramatic transformation of influencers – their roles, their identities, and even their flesh-and-blood humanity.

In this webinar, we look at smart strategic and tactical approaches to developing, assessing, and monitoring ads during the pandemic.

We explore how this transformation is playing out in key FMCG categories – and what the implications may be for brand trial and loyalty.

In this webinar, GfK draws on the latest wave of data from its benchmark study of the current crisis – the Coronavirus Consumer Pulse – and provides context through our longitudinal Consumer Life trend research.

Understand the consumer benefits of personalization and profiling best practice marketplace examples. Deliver personalized products and experiences has the power to build consumer relationships and loyalty. Join us and learn the best practices for a personalized framework.

Reaction to the COVID-19 virus is upending markets and consumer behavior everywhere. To help you understand where we are – and what might be coming next -- GfK experts share their latest insights.

Staying up-to-date with insights at a country level will allow you to adjust your global e-commerce strategy for maximum performance

Staying up to date with insights at country level will allow you to organize your e-commerce promotion strategy for maximum uplift.

Weekly POS tracking gives marketing managers the tailored insights they need for making the right decision at exactly the right time.

Reliable weekly data gives sales management the insights they need to better plan for and maximize promotions, product launches and those all-important seasonal sales peaks.

Learn how reliable weekly POS tracking gives you the insights you need to optimize promotions, product launches and those all-important seasonal sales events.

The GfK Consumer Insights Engine helps you optimize your sales strategy by providing up-to-date insights on a retailer level at a global scale.

The GfK Consumer Insights Engine helps you optimize your marketing and advertising investments along the consumer purchase journey.

The GfK Consumer Insights Engine gives on-demand access to purchase behavior insights that will drive smarter, faster business decisions.

Staying up to date with insights at a country level will allow you to adjust your global e-commerce strategy for maximum performance

GfK's annual NextGen Hackathon competition is back! Learn about this year's contest, and hear from past winners in this new video:

GfK experts are presenting with key clients at this fall’s biggest consumer insights events.

How can businesses and brands prepare for the needs of this new breed of parent?

Consumer Life expert will share insights on "Trust in the Age of Doubt" at Groceryshop

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.

Will deliver insights on consumers and smart technologies from GfK Consumer Life research

Heffernan will share new insights about coupon redeemers from GfK's National Shopper Lab

GfK's POS Tire panel provides an unprecedented, data-rich view of the US tire market.

In the tire retail market, data-driven decision making has never been more important. GfK's latest data show major point-of-sale trends in the tire marketplace.

Watching with others still defines a big part of the viewing experience.

Which speakers do consumers own -- and how do they use them?

Equals 3, a marketing-technology solutions provider leveraging the power of AI, today announced a formal partnership with GfK MRI , the leading producer of media and consumer research in the United States.

GfK’s NextGen Data Science Hackathon Competition gives undergraduate student researchers from North American universities a chance to test their marketing and research knowledge and be immersed in the world of consumer data. Using data analysis and integration -- as well as research and marketing savvy -- they address issues critical for today’s marketers.

Digital targeting is raising the value of in-depth, actionable profiles of key consumer groups. In sessions at this year’s Corporate Researcher’s Conference (CRC), GfK experts drew on new studies to provide remarkably detailed looks at both Leading-Edge Consumers (LECs) and US national cannabis users.

At this week’s Path to Purchase (P2P) Expo, GfK will apply its shopper expertise to help attendees profit from the shifting technology landscape.

According the MRI Cord Evolution research, two-thirds of Hispanic TV Consumers intend to keep their pay TV subscriptions.

MRI notes with sadness the passing of one of its founders, Alain Tessier -- a "larger-than-life original" who cared passionately about clients and research quality.

Not all consumers are created equal, and so you should not spend the same amount of time tracking them all. GfK has identified a proprietary consumer segment, the Leading Edge Consumer (“LEC”), that has proven to be a group that signals “things to come” in the marketplace.

The majority of TV consumers intend to keep their pay TV subscriptions. They are used to it, they find it convenient, and they rely on it to watch the shows they want to watch.

MRI’s Tech Snapshot highlights the most recent Survey of the American Consumer® (Spring 2018 report), with new insights on the shifting digital landscape.

In an all-new webinar, the trend experts at GfK Consumer Life will preview their just-released 2018 insights into people’s changing needs, beliefs, and behaviors.

In a session at the OmniShopper conference, GfK retail experts will begin to stake out guiding principles to help brands and retailers leverage these emerging dynamics.

GfK has once again placed among the most innovative market research firms, according to an annual ranking published by the American Marketing Association’s New York chapter.

Signaling its growing emphasis on collecting and leveraging data from many sources, GfK has named Rolfe Swinton as its first Director of Data Assets in North America.

GfK MRI – the gold-standard source of media and consumer research in the US – has named two proven leaders to guide its strategy and sales. Anna Welch has become Managing Director of MRI, while Michael Drankwalter is now EVP and Media Commercial Director for GfK in North America, including MRI. They will oversee all aspects of the MRI business, with strategic input from Gregg Lindner (Regional General Manager, GfK North America).

New data from GfK MRI shows that average Google Home and Amazon Echo households sometimes have very different profiles

With 2018 being a milestone year for sports across the globe, we decided to take a look at how people intended to watch different sporting events, including the Winter Olympics, March Madness and the World Cup. Knowing the environment in which consumers plan to watch these events can greatly influence your ability to reach these consumers and their social circles, as well as their overall engagement with the content.

With the unfortunate frequency of personal information hacks, are today’s shoppers still concerned about the safety of mobile payments? While the average consumer may be worried about their personal information from mobile payments, Leading Edge Consumers (LECs) seem to have a more positive outlook.

The "Now Generation" name is simple and clear; these consumers are here now, out in the marketplace and making change happen. That makes now the appropriate time to make sure we are understanding who they are and targeting them effectively.

Big banks have developed a love/hate relationship with their own brands. On the one hand, their reputations – though battered by fraud, hacking, and more – may be helping big banks hold off an all-out assault from smaller, more nimble digital players. People who have money, especially those age 30 and above, still want to keep their funds in a place that they know and trust.

Today’s shopper journey can include a host of touchpoints – online, in-store, and in between. But what are the most important touchpoints for shoppers in the new omnichannel world? And how do they differ from category to category?

Shoppers today are greatly expanding their use of phones and social networks to find the best deals on their favorite products. But is that improving their shopper experience? Take a look at our infographic, based on the latest FutureBuy® data, to find out.

GfK’s annual FutureBuy study keeps you up to speed on today’s shopper experience, tracking essential trends such as omnichannel shopping, mobile purchase, "showrooming," and "webrooming."