GfK Insight Summit
Belgium 2023

The secret to crisis-resistant growth.

• Welcome by GfK
• Keynote 1: Sara Leroi-Werelds
  
  (Re)building your value proposition: Key insights from academia.
  
  Value propositions are an essential ingredient of organizational success since they influence customers’ expectations as well as evaluations. They are a cornerstone of the business strategy and reflect the strategic directions of the organization. Given the strategic importance of value propositions, it is of critical importance to reflect on them in uncertain times. This keynote session summarizes key insights from academia and provides an overview of buildings blocks needed to (re)build successful value propositions. 

1.1)  Voyage Visions: A Glimpse into (Sustainable) Travel Intention (Pierre Fivet, ABTO & Eline Hottat, GfK)

Since 2019, ABTO (Assiociation of Belgian Travel Organisers) and GfK deepdive into the travel intentions of Belgians with the Abto Travel Intentions study. In this quarterly tracker respondents are surveyed that are planning to go on a trip in the coming 2 years, but haven’t booked their trip yet. This means that we look into the future, rather than focus on the present.

This breakout session will show you what the Belgian travel intention market looks like in the third quarter of 2023. Since it’s a quarterly tracker, we are also able to compare seasonal changes and intentions over multiple years. We can answer questions like ‘What intentions do Belgian travellers have?’, ‘Where will they travel to?’, ‘What accommodations will they book’, ‘When are they planning on going? ‘ and so much more. On top of that, we can offer insights into the ‘eco mindset’ of Belgian travellers by evaluating the sustainability efforts Belgian travellers are willing to make. This provides the Belgian travel market with recommendations on how to jump on the sustainable bandwagon.

1.2) ALDI, always smart. How the ALDI-model is more than ever relevant in the perma-crisis (Freya De Keyser, ALDI)

For the past few years, the retail business has been on an incredible roller coaster due to a health crisis, an energy crisis and an inflation crisis. In order to deal with this new reality, it is important to thoroughly grasp what is going on in the market and what consumers expect from retailers in this changed landscape. During the session, ALDI will show how (market) data is used in strategic decision making and how consumer insights have an impact on daily business.

1.3) Technology and Durables Top Trends: Delivering value beyond the price tag (Kristof Scheys, GfK)

In this break-out session our Market Intelligence expert will take the stage to provide invaluable insights into the Consumer Technology and Durables market in Belgium. We will explore the delicate balance between brand premiumization, innovation and the ever-present focus on saving money, investigating how businesses can leverage these trends to their advantage. Join us in this session as we shed light on key Consumer Technology and Durables market trends and growth opportunities in a rapidly changing and challenging climate. Don't miss this opportunity to stay ahead of the curve and drive growth for your business!

2.1) Belgian media at cross roads : how can audience research strengthen our media and provide better data? Let’s cross opinions from three opinion leaders.  (François Chaudoir, Space & Wilfried Celis, DPG Media  & Luc Suykens, UBA Belgium & Olivier Vandermeule, GfK)

Many countries are exploring new approaches for measuring media consumption pushed by the WFA initiative. New techniques allow to unlock hidden data and combine these for better insights. Currencies are challenged and JICs are questioned. How are we in Belgium coping with this paradigm shift ? We invited three opinion leaders to express their view on the way forward for our country and express their expectations for GfK to help shaping that future. 

2.2) The silver lining of the permacrisis (Lenneke Schils, GfK)

As the peak of the cost-of-living crisis seems past us and is ‘normalizing’ amongst consumers, concerns and needs that had taken a slight back seat are coming back into focus as shopper behaviors continue to evolve.  Join Lenneke to find out what “money well spent” now means for shoppers across Europe, and how typically value-minded Belgian shoppers balance their need for affordability with a growing demand for sustainable solutions. 

2.3) Everybody is a purple unicorn, but convincing the masses is essential for long term growth (Karolien Smets, Eline Hottat & Kathlyne Dotremont, GfK)

Whether we are thinking about it on a personal level or from a brand point of view, we all would like to be seen as purple unicorns with unique identifying features. And do you know what? We’re right about that! But if everybody is unique, how can brands build strategies that ensure growth and thus convince specific consumer segments? And how can brands make sure this isn’t just a short-term effect? This breakout session will illustrate just how ‘purple of a unicorn’ us Belgians truly are, why jobs to be done are key to ensure growth and whether premiumization is the go-to strategy for all brands. Finally, we will follow into Mark Ritson’s footsteps by stating that “The only way to achieve sustainable short- and long-term growth is to balance targeted activation with brand building aimed at the whole market – it’s not either-or.”

3.1) Co-Creation in Action: The Orange Way of Collaborative Innovation (Wendy François, Orange)

For an impressive 10+ years Orange and GfK have been joining forces to maintain a thriving online community in which collaboration and innovation take a central place. Since the early start, Orange can look back on an incredible transformation, evolving from its beginnings as the small player Mobistar, primarily focused on mobile voice, into the established brand Orange that now offers a comprehensive range of telecom services. What's more, Orange continues to lead the future by consistently introducing new and cutting-edge solutions to meet the evolving needs of its customers. As Orange transformed, so did the online community where GfK helps Orange to derive the necessary insights to push their business forward. In this breakout session you will join the journey of Orange and GfK to discover how Orange leveraged an online community to ‘co-create’ their way into a leading telecom player and learn about some of the insights we have obtained together.

3.2) A combination of data & gut feeling. (Andy Van Hassel, Duvel & Francois Lambert, GfK)

How a Belgian Family owned brewery finds its path to success in a VUCA world. 

3.3) Talking gfknewron (Pieter Rowies, Miele & Karel Tyberghein, GfK) 

Miele has been using gfknewron Market for almost 2 years now. Local Miele product manager Pieter Rowies will chat with GfK Customer Succes Manager Karel Tyberghein on why he is advocating the use. Join this session if you want to learn how the Platform can improve your way of doing business and which developments are to be expected.

• Keynote 2​: Robert Jan Koens, the use of data in cyclism
• Closing Session by GfK ​