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  • Exploring new opportunities from emerging trends in the healthcare market and beyond
    • 02/23/18
    • Health
    • Technology
    • Global
    • English

    Exploring new opportunities from emerging trends in the healthcare market and beyond

    In January, GfK Russia organized a foresight session for clients and members of the healthcare research department. Its focus was the exploration of new trends in both the healthcare market in general and in the market research area in particular – and what the implications were for the future.

    Modern life brings new innovations and poses new challenges, requiring new solutions

    Digital technologies are apparent in all spheres of our life and have become a day-to-day reality. In the healthcare industry, we are seeing rapid digitalization and resulting opportunities provided by the development of telemedicine – which makes it possible for every patient from wherever they are to receive medical treatment remotely. We predict that in the future the primary diagnostics for patients will be done remotely with the help of artificial intelligence. Patients may then be referred to well-qualified medical specialists for online consultation. Thus, the primary tier of healthcare will experience significant changes. Considering the eventual increase of automation in primary care, the need for more GPs will be greater, and patients with mild medical conditions will be assisted by artificial intelligence. Most likely, there will be regulatory structures, which will considerably affect doctors’ medical protocol by ensuring they are in compliance with new regulations.

    The development of digital technologies and their integration into the pharmaceutical market will have a significant effect

    First, the market will change – the advent of electronic prescriptions and electronic pharmacies will alter the essence of the existing retail network and the distribution of medical supplies. It may even be that programmable drones will be delivering medicines to patients. We may also see a boost in the sphere of biotechnology and the development of a new generation of evolutionary medicines.

    There’s no doubt that life expectancy will continue to rise steadily, and the length of an active life will expand as well. This will lead to a larger cluster of people who are active over 50+ years. This group will present big purchasing opportunities and at the same time put pressure on the health industry to meet their demands, thus influencing and adding promise to the future of the healthcare industry.

    Disease prevention and the ability to maintain active longevity in this age category will be at the forefront of innovation

    Changes in the healthcare industry will also require reconfiguration in the work that research agencies do – clients’ requests will be evolving, requiring that agencies be ready to meet those changing demands with relevance and timeliness. Research will need to be more flexible and quick, but at the same time offer more profound and expert insights. The era of hundred-page reports is over; they are being replaced by brief, infographics-rich deliverables that give clear solutions to the business objectives set forth by the client.

    The next stage of market research development would be the adoption of meta-analysis in order to obtain new knowledge based on the integration of results of various research. At the same time, implementation of chatbots will ensure an efficient usage of the data and knowledge collected during previous studies. Additionally, thanks to chatbots, clients will have easy access to the data gathered during research and in case any questions arise, they will be referred to the bot to get an answer in real time. Using the database will make it possible to generate answers to clients’ questions with minimum delays.

    Certainly new research methods, including neuroethologies, will be developed. For example, panelists would wear special chips, which would record not only the purchase of a product but also the product’s effectiveness for each individual patient at the physiological and patient compliance level. Such data will be useful for pharmaceutical companies.

    Thus, the image of the future research agency is an institution that possesses high-tech solutions and expert consultants who are dedicated to addressing business objectives together with the client – a paradigm of equal partnership and interaction.

    For a more in-depth journey into the future of healthcare market research and to discuss predictive solutions for your business, let’s begin the dialogue.

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  • GfK Supply Chain Insights
    • 02/21/18
    • Retail
    • Technology
    • Distribution and Supply Chain Management
    • Global
    • English

    GfK Supply Chain Insights

    Join our free webinar based on point of sales and distribution panel data to optimize your supply chain management and discover more about today’s key tech trends.

  • Map of the Month: Purchasing Power for watches and jewelry, New Zealand 2017
    • 02/15/18
    • Retail
    • Geomarketing
    • Geodata
    • Picture of the month
    • Global
    • English

    Map of the Month: Purchasing Power for watches and jewelry, New Zealand 2017

    GfK's Map of the Month for February shows the distribution of 2017 purchasing power for watches and jewelry in New Zealand.

  • Germany’s highest share of single-person households in Regensburg
    • 02/14/18
    • Press
    • Geomarketing
    • Geodata
    • Global
    • English

    Germany’s highest share of single-person households in Regensburg

    A new GfK study reveals the regional distribution of Germany's demographic traits, such as family type, age ranges and income Levels.

  • RegioGraph: 2018 update available end of March
    • 02/13/18
    • Press
    • Geomarketing
    • RegioGraph
    • Global
    • English

    RegioGraph: 2018 update available end of March

    GfK will release a new version of its geomarketing software RegioGraph at the end of March.

  • GfK predicts significant increase in private consumer spending in Europe
    • 02/09/18
    • Retail
    • Global
    • English

    GfK predicts significant increase in private consumer spending in Europe

    Findings of the GfK Consumer Climate Europe study for the fourth quarter of 2017

  • How will blockchain play a part in the future of media currencies?
    • 02/07/18
    • Technology
    • Media Measurement
    • Global
    • English

    How will blockchain play a part in the future of media currencies?

    As the old saying goes: making predictions is always difficult, especially about the future. However, here is a given: there will be a lot more discussion about blockchain over the coming year.

    So many people have different views on how blockchain will affect the marketing and advertising industry that the potential applications of this nascent technology seem almost limitless. So instead of gazing too hard and long into our crystal balls, perhaps now is a good time to take stock and focus on some of the more realistic developments and what they mean for the industry.

    Following an in-depth review with leading industry stakeholders1, about how media currencies might look in five years, we discussed how blockchain might work and how it would change the way we do business.

    Previously published in MediaTel, we looked at the case for “The rise of the Super JICs” and a companion piece, “Chaos replaces order” in which tech drives a more anarchic, decentralized future scenario. Here we take a deeper look at how blockchain technology might be applied to the ad industry and how that might affect the future of media currencies.

    Firstly, what is blockchain?

    In essence, blockchain is a new way to store information. It is a digital record of all transactions related to a product or service. These transactions are recorded and shared among a secure, decentralized network of stakeholders.

    Certain attributes make blockchain technology particularly attractive to the advertising industry. It is immutable – “blocks” of transactions are continuously time-stamped and verified by the network; and once added no single party can alter it. It is shared – every party in the network can see everything, creating a transparent, “single version of the truth”. It is secure – it is encrypted so that only those agreed parties in the network can access it.

    At this early stage of adoption, many have been quick to jump on the blockchain bandwagon, resulting in some quite far-fetched applications which the industry may never embrace. However, some interesting opportunities were discussed at our roundtable, which could be exploited sooner rather than later.

    Two broad applications immediately spring to mind:

    • The regulating of agreements for buying and selling ad inventory
    • Increased consumer control over the content they are exposed to. Could blockchain replace ad blocking?

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    Regulating the transaction of ad inventory

    Given the current issues around the “murky” supply chain in digital, it would seem that blockchain protocols are ideally placed to help provide greater transparency and accountability.

    • They could be used to regulate the agreements made between advertisers and publishers and the myriad of third parties that make up the supply chain
    • They would record all the transactions at every stage of the process
    • Only agreed parties would have access to the blockchain and be able to execute what is in the blockchain
    • All transactions would be transparent to the network

    The clearer governance that blockchain provides would no doubt go a long way to stamp out fraudulent activity such as kick-backs and arbitrage, since any re-selling of inventory would need to be agreed by the whole network. So the increased transparency would help negotiation of deals, and also help to regulate agreed contracts. Everyone in the chain would know what they have agreed to and what is delivered.

    One question, however, is how disputes might be settled if there are disagreements. Digital ads are executed in fractions of a second, but blockchain is much slower – so it is difficult to see real-time verification any time soon. However, it could still be a very useful post-campaign validation tool, but timestamping needs to be accurate to the millisecond, in order to marry financial transaction with ad delivery.

    This area also presents many additional interesting applications, if blockchain is opened up further to include consumers.

    Could blockchain replace ad blocking?

    In the future, consumers could be given more control over the type of campaigns and content they want to be exposed to. Consumers could choose which blockchain networks they want to be a part of and hence what content and ads they receive.

    This would place more power in the hands of the advertisers who can create deeper relationships with their customers. An added benefit to this could be a significant reduction of ad blocking because instead of blocking ads from certain platforms, the consumer can choose which advertising they want to receive. Ultimately, brands could only interact with consumers as part of agreed networks in the blockchain.

    Other areas of development in this area could be to verify activity and blacklist against fraudulent sites and non-human traffic. Blockchain would guarantee the validity of clicks between consumers and advertisers on verified sites.

    However, there are two key issues here. Firstly, one of trust: will consumers believe their data is secure and that brands will only execute on what has been agreed? Secondly, for everything to join up, there needs to be widespread adoption — multiple suppliers along the chain need to sign on the blockchain to make this work.

    Our conclusion

    We clearly have a long way to go before we get to this point – probably at least five years – but the incentives are there. If we can create a transparent supply chain, reduce ad fraud, reduce ad blocking and provide the protocols for greater accountability, then blockchain becomes a very attractive proposition.

    However, it’s worth bearing in mind that blockchain is unlikely to replace the media measurement systems we currently have in place. Blockchain won’t create ratings, segments, impressions and reach. Rather, it will verify whether targets have been met and confirm payment. So while blockchain promises much change, the building blocks of media measurement will remain subject to their own evolution, as outlined in our previous two opinion pieces.

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    1How it all started: voices from across the industry. GfK and IAB Europe invited industry representatives to a round table discussion on how media measurement might look in five years’ time. Participants included: digital platforms Google, Facebook and Oath; global ad agencies Publicis and Dentsu; media owners from broadcast TV and digital; a programmatic audience platform; a national advertising association and the German JIC (Joint Industry Committee) for TV audience research, AGF.  It is the first time we have been able to discuss these issues with such a broad group and, from the ensuing debate, three possible scenarios for the future became apparent:

    • The rise of the “Super JIC” as reinvigorated, neutral data arbiters
    • Chaos replaces order, with data being controlled by different competing entities large and small
    • Technological self-regulation of data, likely in the form of an adaptation of Blockchain technology
  • GfK releases new digital maps for Australia
    • 02/05/18
    • Press
    • Geomarketing
    • Geodata
    • Global
    • English

    GfK releases new digital maps for Australia

    GfK has released a new, completely overhauled map edition for Australia.

  • Disrupting sports broadcasting: Hidden opportunities for sports streamers
    • 02/01/18
    • Media and Entertainment
    • Trends and Forecasting
    • Global
    • English

    Disrupting sports broadcasting: Hidden opportunities for sports streamers

    Winter has come for American sports fans in the best possible way, as this Sunday’s Super Bowl will be followed by two weeks of Olympic competition. I know I am not the only one eagerly awaiting live curling in the pre-dawn hours. Yet, as viewing habits change, more Americans will stream these events instead of watching them on a TV set. Younger generations are leading the streaming revolution; GfK MRI data shows that 70% of Millennials (+20 points from Americans overall) and 76% of Gen Now (+26 pts) used a streaming service like Netflix or Hulu in the last month. Streaming is essential to reach and engage younger sports fans, and Millennial sports fans in particular represent a tremendous opportunity for sports broadcasters and marketers. While 41% say they are willing to pay for sports content (+16 points from Americans overall and +12 points from sports fans overall), only eight percent currently pay for it.

    NBC is fully embracing streaming in February. There will be 11 hours of streaming content surrounding the Super Bowl, and for the first time the Olympic opening ceremony will be streamed live. NBC is not the only one going all in on streaming: this spring, ESPN Plus will go live, and in the fall, Turner Sports will place most of their UEFA Champions League soccer games on a new streaming service. Interestingly, teams are also shifting to streaming. In a groundbreaking partnership, MLS’s Los Angeles Football Club (LAFC) announced this week that YouTube TV will hold their local media rights. The move by LAFC and Turner Sports makes sense as soccer fans are more likely to use a streaming service than sports fans overall (57% vs 50%).

    While it’s clear that broadcasters are boosting the accessibility of streamed sports content to meet the needs of the market and capitalize on the sports rights they own, are they prepared to use engagement to keep fans coming back, and paying, for more? Research from GfK Consumer Life has identified a few ways to capture the opportunity that Millennial sports fans present.

    • Creating a conversation. Millennial sports fans value online communities, and 62% think that virtual interactions can be as good as in-person ones. So how can streaming outlets foster a community? E-sports platforms like Twitch are a great case study, as they allow online spectators to interact with each other and the players in real time. Perhaps TV networks can provide a way for fans to discuss the starting line-up and other key decisions in real time through their streaming services. 
    • Getting personal. Being able to customize the streaming experience will also help attract and keep Millennial sports fans, as 79% tend to prefer products that are tailored to their needs (+15 points from Americans overall). And personalization that integrates home technology and digital assistants would be even better, with Millennial sports fans being more likely to describe their home as a high tech zone (42%, +14 points from Americans overall) and 1 in 5 having a home assistant like Amazon Echo in their house. Perhaps in the future, Alexa can help tailor a viewing schedule for fans and I won’t have to go hunting to see what channel curling is on at 4 AM.

    The good news is that the engagement of Millennial sports fans can lead to advocacy. Sixty-two percent typically go out of their way to tell others about products and services they like, paving the way for future growth. While Millennials are a commonly decried as disruptors, they can truly lead the way to new revenue streams in the sports world and hopefully, a life-long relationship with teams and the content providers that connect them.

    Adam Swift is a Senior Analyst on the Consumer Life team at GfK. He can be reached at adam.swift@gfk.com.

  • What the tech is going on? The latest global trends and what to look out for in 2018
    • 01/31/18
    • Technology
    • Point of Sales Tracking
    • Global
    • English

    What the tech is going on? The latest global trends and what to look out for in 2018

    We’re underway with 2018 and if you’re at all interested in tech, you’ve probably already read about the latest developments in the market.

    However, you might want to take a look at what we have in stall for you. Using our world-renowned point of sales insights, we‘ve put together a guide to the major trends from last year and what to watch out for in the months to come.

    Are smartphones really still setting records?

    They may have been around for a while, but these devices are still having a massive impact on today’s tech industry. Last year, manufacturers sold a whopping 1.460 billion smartphones at an average price of USD 323, with demand in Emerging Asia and Eastern Europe boosting sales in this market. Meanwhile, consumers in North America, Western Europe and Developed Asia are purchasing premium models with improved features such as larger screens, better processing power and longer battery life. In countries like Russia and India, the sales of cheaper smartphones are gaining importance.

    Feature phones are not over the hill either. These products are proving to be particularly popular among the elderly in developed markets.

    Have tablets hit their peak?

    The increase in tablet sales and the drop in demand for PCs were big stories in the tech world a few years ago, but it seems tablets have hit their peak.

    Retail channel sales of media tablets fell globally by 18% in 2017 when compared to the previous year (Jan-Oct). This was due to a severe decline in emerging markets, where these products account for 34% of the demand for computers (desktops, laptops and tablet computers). While tablets are still popular and often the go-to device for media consumption on the go, the steady rise of this product group appears to have come to a stop.

    This trend overlaps with the resurgence of personal computer sales, predominately ultra-thin notebooks. Driven by Western Europe and APAC, these products account for 10% of the global retail demand (excluding North America).

    TV and the smart home

    Consumers are looking for bigger TVs, especially in China, where it’s expected they will push the average screen size to 54.1 inches by 2020. But these products are not only getting bigger, they are getting smarter – 68% of all TVs sold are now “smart”.

    The idea of the smart home will continue to grow in other areas too. Smart appliances and Internet of Things devices are experiencing triple digit growth rates as people are starting to buy into the industry vision for the connected home. That’s especially true in the United States, which – despite consumer skepticism – remains the largest market for smart devices.

    The reality of virtual reality

    For virtual reality, consumers are still waiting for the must have content and applications to arrive.

    However, given recent announcements from leading entertainment studios, such as VR storytelling in films and the broadcasting of sports matches in VR, this is likely to change in 2018. It’s also expected that stand alone and untethered devices will come into play, for example the Oculus Go.

    Meanwhile, the market is split between cheap VR head mounts where users can use their smartphones and more expensive head mounted displays for gaming. Due to weak sales of head mounted devices in 2017, this category has shown only moderate volume growth year-on-year with +2% in units. Nevertheless, a 19% increase in value indicates that the market is heading towards devices that are more sophisticated. In fact, their sales share increased from 17% in 2016 to 27% in 2017.*

    Another fascinating insight is that the main sales channel for premium devices is not online anymore, but the real world, i.e. offline retail stores. For VR, it appears the immediate real-life experience of the technology is an important factor in turning buyers on to virtual reality. In Europe in 2017, 50% of sales for head mounted displays came from offline outlets (compared to 39% in 2016).*

    *GfK POS data 10 European Countries 2016, 2017

    Arndt Polifke is the Global Director of Telecom at GfK. To share your thoughts, please email arndt.polifke@gfk.com or leave a comment below.

  • The somatic mutation spectrum in immunotherapy
    • 01/30/18
    • Health
    • Global
    • English

    The somatic mutation spectrum in immunotherapy

    In this white paper, our market access experts present a predictive framework for understanding and evaluating emerging immunotherapy product strategies. Explore more!

  • Paris continues its reign as highest-rated city
    • 01/30/18
    • Press
    • Travel and Hospitality
    • Global
    • English

    Paris continues its reign as highest-rated city

    The latest Anholt-GfK City Brands IndexSM (CBISM) reveals that Paris retains its position at the top.