In recent GfK research, more than half (52%) of consumers said they prefer to install their own Smart Home products – up from 43% in 2015. And 57% say they want to maintain these devices themselves, compared to 51% three years ago.
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.
Undergraduate researchers from Roosevelt University have won GfK’s seventh Next Generation (“NextGen”) Competition.
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).
The latest data from GfK’s nationwide point-of-sale (POS) panel shows that the Light Truck category is leading a sluggish tire retail market in the US.
As part of its gold-standard Survey of the American Consumer®, GfK MRI is now collecting data on medical and recreational use of cannabis by US consumers.
GfK’s 2018 Smart Home report for the US shows that nine in ten (89%) consumers see the smartphone as a controller of home products and services – up from 70% in 2015.
New GfK research shows that nearly six-in-ten (58%) of US consumers say Smart Home technology is likely to change their lives in the next few years.
New data from GfK MRI shows that average Google Home and Amazon Echo households sometimes have very different profiles
Originally presented at the 2018 Media Insights & Engagement conference, GfK's Karen Ramspacher shows how content creators can use GfK MRI's Content Drivers study – covering over 500 shows and 70 motivations for watching – to understand where their programming niche fits into the larger viewing "need-scape" of their targets’ lives.