Insights

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

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.

There is a lot of information on the future of cookies, and the reality is- not everyone understands its true meaning. How do you define the impact?

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

We speak to this year's NextGen winners along with the judges to learn the importance of auto innovation and the next generation

While many things have changed, the core pillars of brand building have not.

A discussion on sustainability challenges in the corporate world, the rise of the circular economy, consumer needs, and more.

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.

90% of new products fail, yet innovation is critical to a brand's future. How do you mitigate risk and measure success?

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

Data on consumer buying habits may be common these days – but too often it sits in silos. Brands and retailers may see only their own small windows of activity...

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

The average person's attention span is around 8 seconds. How do you make sure consumers stop scrolling long enough to buy your product?

9% of all purchases are influenced by word of mouth; that number jumps to 91% in the B2B space. In this episode...

Distinguishing deeper trends versus what is "trending" reveals the forces that drive consumer purchase demands and insight...

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

The global pandemic has put a new spin on the new year's wellness craze. Learn about increasing health concerns over safety, how consumers are handling closed gyms, & the role of mental health.

A look into emerging purchase journey trends and the long-term implications of pandemic brand trial and switching.

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

Understand how consumers feel about the digital lifestyle, the way it changes their daily lives, and what companies need to prioritize in order to adapt.

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.

From pricing to sustainability, understand consumer priorities and expectations – and how you can encourage them to take the risk of buying a new car.

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.

Kelly Augustine takes us through 5 polarizing election issues between Biden and Trump supporters in the US presidential elections- and the issues they surprisingly align on.

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

A full look at this year's pandemic-driven timeline. How has COVID-19 shaped our “new normal” as both consumers and brands?

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.

learn about the current state of smart home products and how the COVID-19 pandemic has propelled it. Who are the real consumers? And how do marketers reach them?

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?

Explore questions such as how COVID-19 has affected attitudes towards sustainability and what consumers want brands to say and do about the environment and climate change.

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.

Understand the varying opinions on how education systems are handling the pandemic, how it has affected brands that rely on back-to-school sales, and what it means for everyone listening.

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

No matter who you are, you can’t escape ads. As a business, how can your ad speak louder and become more memorable than the rest?

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.

Learn first-hand how this generation is already being affected by the COVID-19 pandemic, their attitudes towards the "new normal", and the surprising optimism on what it offers them for the future.

Esports describes the world of competitive, organized video gaming. But who is its audience? And why should brands and marketers pay attention?

Brand experts Eric Villain and Amy Wills explore the opportunities and pitfalls for brands in this fraught landscape. How can brands make a difference while staying true to their identities and consumer expectations? How can they discover a renewed sense of purpose in the middle of a crisis?

Hear the latest Consumer Pulse data, dissecting everything from consumers' future travel plans to how they think brands should address social issues.

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

With devastated economies and the calls for social justice around the world, how to brands move forward? What messages and offers do consumers want from brands? What role should activism play in their identity?

At a time when consumer behavior – and data – is wildly unpredictable, agencies and brands need to bring extra diligence to the process of creating ad audiences. How can companies optimize campaign accuracy with the data assets at their disposal?

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.

In this podcast, we look into the minds of Millennials as the first of them turn 40. Learn what truly makes this generation different from the rest.

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.