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Información inteligente: tecnología

En la sociedad conectada actual, la tecnología impacta a todas las industrias, generando oportunidades y acelerando la velocidad de la innovación.

Para mantenerse competitivas, las empresas de tecnología deben comprender la evolución de las experiencias y las elecciones de los consumidores.

Nuestros expertos en investigación de mercados para el sector tecnología ofrecen información relevante orientada a la creación de conceptos atractivos y ganadores, el posicionamiento de productos, sus estrategias publicitarias y las experiencias de compra y uso. Nuestra trayectoria en el sector del equipamiento tecnológico se extiende desde las tecnologías de la información (B2C y B2B), la electrónica de consumo, la fotografía, el equipamiento de oficina y las telecomunicaciones, hasta la investigación de sus usuarios y las tendencias de cada categoría.

Paulina Bobadilla
Cristóbal Salazar
Últimas tendencias

Aquí puede encontrar las últimas tendencias del sector tecnológico. Siga leyendo

    • 11/15/18
    • Fashion and Lifestyle
    • Financial Services
    • Industrial Goods
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Energy
    • Geomarketing
    • Geodata
    • Picture of the month
    • Global
    • English

    Map of the Month: GfK Purchasing Power, Europe 2018

    GfK's Map of the Month for November shows the distribution of purchasing power across Europe in 2018.
    • 11/14/18
    • Retail
    • Technology
    • Consumer Goods
    • Global
    • 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.   hbspt.cta.load(2405078, '90c9c4fb-2c91-4f37-92cc-9cfd9b27e028', {});
    • 10/30/18
    • Retail
    • Technology
    • Consumer Goods
    • Global
    • 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. hbspt.cta.load(2405078, '089889a1-c348-4e02-8b9d-21795232e81d', {});   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.
    • 10/29/18
    • Fashion and Lifestyle
    • Financial Services
    • Industrial Goods
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Energy
    • Geomarketing
    • Geodata
    • Digital Maps
    • Digital Maps
    • Global
    • English

    GfK releases updated maps for all of Europe

    GfK has released its Europe Map Edition 2018/2019, which includes thousands of changes to Europe's regions.
Soluciones
  • POS Tracking

    POS Tracking

    Tanto los distribuidores como los fabricantes están siempre bajo presión para desarrollar productos y servicios que maximicen las ventas y los beneficios, a su vez, conseguir que los clientes vuelvan.

    El éxito se basa en contar con los datos de ventas del canal minoristas más actualizados, al igual que comprender qué productos y servicios tienen un buen desempeño en el mercado (y cuáles no). Con esta información, las empresas pueden establecer estrategias claras para el crecimiento comercial y aumentar el retorno de la inversión. 

  • Tendencias y pronósticos

    Tendencias y pronósticos

    La velocidad actual de lanzamiento de nuevas ofertas, junto a la disminución de los ciclos de vida de los productos, se traducen en una presión incomparable para que las empresas se mantengan a la vanguardia.  El comportamiento de compra de los consumidores está cambiando más rápido que nunca. 

Contáctenos
Paulina Bobadilla
Cristóbal Salazar
General