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; to drive smarter decisions, they need a full picture of the marketplace. By bringing together sell-out data from thousands of independent tire retailers, GfK’s POS panel in the US has been helping to build a data-rich tire ecosystem from the ground up. In this episode, GfK's Neil Portnoy and Dave Stevens tell how the right data can help you be in the right place at the right time, anticipate production needs, and maximize the value of promotion and ads – a case study of top-quality insights empowering smarter decisions.
Neil brings over 20 years of experience in managing and applying consumer data to his role as leader of GfK’s POS Tire panel. In the past five years, he has visited over 30 states to recruit hundreds of independent tire dealers to the GfK panel, helping them understand the promise of data-driven, fact-based decision making. He has also been instrumental in using consistent coding and data collection to tie GfK’s US tire data to the company’s existing tire POS measurements in 30 countries worldwide.
Dave is responsible for product development, quality assurance, and client service for the Tires POS Tracking Panel. Before that, he supported retailer recruitment and service for GfK’s Pet and Contact Lens POS Tracking Panels. Dave’s previous experience at IRI, Nielsen and MapInfo Predictive Analytics provided the background necessary to deliver meaningful insights to tire dealers and manufacturers.
GfK has already established point-of-sale tire panels in nearly 30 countries, from Europe to Asia Pacific to the Middle East. Using its global product manual to code all incoming information, GfK assures data integrity with granular comparability. The result is a more informed global tire marketplace – one that now includes the US.
This is a podcast about research, innovation, and discovery. Each episode will give you new insights into today’s consumer, and prepare you for tomorrow’s marketplace.
Subscribe to GfK Insights