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  • Map of the Month: GfK Purchasing Power, Europe 2018
    • 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.

  • GfK releases updated maps for all of Europe
    • 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.

  • Five ways brand teams can align messages and touchpoints for greater commercial effectiveness
    • 12/12/17
    • South Africa
    • English

    Five ways brand teams can align messages and touchpoints for greater commercial effectiveness

    Commercial effectiveness 2.0

    Now that many biopharma companies have turned their focus to professional and patient centricity, and even more have upped their game by using multiple, specialized experience points to serve doctors and patients better, it is time to bring the new approach to maturity by increasing coordination and effectiveness in the new multi-channel models.

    How will you meet the challenges of this new pharma/biotech commercial model?  We would like to share five ways to improve the metrics and analytics that help you optimize your combined sales force, touchpoints and message recall, and meet the challenges of this new pharma/biotech commercial model. Depending on your current business challenges, at least one approach is very likely to help you as we move into this new biopharma commercial model.

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    Five of our analytical approaches to set the wheels in motion:

    1. Improve the measurement of your competitive standing with a multidimensional share of voice

    While you may be winning share of voice with reps alone, you may be falling behind in the overall race. Consider tracking your multidimensional touchpoint reach for a more holistic and accurate guidepost.

    2. Coordinate multiple touchpoints, with the sales rep at the center

    Biopharma’s use of multichannel to reach no-see physicians has matured. Now, forward-leaning marketing and sales leaders are leveraging “rep- triggering” technology to meet customer needs. Fully leverage reps’ clearer perspective of physicians’ imperatives, and empower reps to meet customer needs. Then measure the commercial impact of the new multi-touchpoint experience.

    3. Combine the optimal set of touchpoints to improve the overall customer experience

    The needs of healthcare professionals (HCPs) are increasingly complicated. Use multi-touchpoint analytics to find the combination of touchpoints that does the best job of meeting those crucially important customer needs.

    4. Focus on impactful messages for greater impact on prescribing behavior

    Reach doesn’t matter if the message isn’t relevant. And a high-impact message that isn’t remembered is a lost opportunity. Many brands still focus too much on the percent of physicians who recall messages. In celebrating the success of high recall for some messages, they forget to test each message’s impact, and then they miss the insight that recall may be the lowest on messages that have the greatest impact on prescribing behavior.

    5. Concentrate marketing investments on the most effective touchpoints for your critical messages

    Each touchpoint can have a higher or lower transmission effectiveness for your critical messages. Brand teams and sales forces need to remember to assess their portfolio of touchpoints with regard to their effectiveness in transmitting key messages. Message transmission lets brand teams focus their investments on those touchpoints that get critical messages across to the physicians who need to know.

    Begin driving commercial effectiveness for your brand

    By applying our techniques, you’ll discover how you can align messages and touchpoints to optimize their impact.

    For a deeper dive into these five techniques for driving your brand’s commercial effectiveness, download our white paper, “Five ways brand teams can align messages and touchpoints for greater commercial effectiveness”.

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    Then let’s start a conversation so we can help guide you in the process.

    Tom Hartley is Senior Vice President of GfK’s Health business. He can be reached at tom.hartley@gfk.com.

  • More Aussies eating healthy and exercising
    • 10/12/17
    • Australia
    • English

    More Aussies eating healthy and exercising

    But our favourite way to maintain physical health remains spending time with family, friends or pets.

  • Time with family or pets as popular as exercise or healthy eating to maintain “physical health”
    • 09/28/17
    • Press
    • Trends and Forecasting
    • Global Study
    • Global
    • English

    Time with family or pets as popular as exercise or healthy eating to maintain “physical health”

    GfK data on activities that people do regularly to maintain their physical health. Increases in the number of people listing "follow a specific diet", "take a break from technology", "eat healthy food" and "spend time with family, friends or pets".

  • Unlocking the keys to innovation: Keys to deciphering behavior
    • 09/26/17
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Automotive
    • Consumer Goods
    • FMCG
    • United States
    • English

    Unlocking the keys to innovation: Keys to deciphering behavior

    Understanding what consumers really want and do takes more than one data perspective. Marketers today have a wealth of data at their disposal; the challenge is combining it wisely to reveal a true picture of their targets’ needs, desires, and behavior.

  • UK Consumer Confidence up two points in August
    • 08/31/17
    • Fashion and Lifestyle
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Consumer Goods
    • FMCG
    • Energy
    • United Kingdom
    • English

    UK Consumer Confidence up two points in August

    Increases in all five measures but is this a dead-cat bounce over the dog-days of summer?

    • 07/25/17
    • Travel and Hospitality
    • Consumer Goods
    • Global
    • English

    How brands can appeal to pet parents

    With several family members on the move this spring, my husband and I found ourselves temporary caretakers for a series of pets including our niece’s cat. She was a sweet houseguest, although our own two cats didn’t think so. Fortunately, we are empty nesters with enough space that our feline lodger had her own two-room suite. Talk about being pampered!

    We are long-time devoted pet owners ourselves, so I wasn’t surprised at the amount of equipment, toys and other accoutrements that my niece dropped off with her “only child.” I was, however, slightly bemused by the tube of Freshpet refrigerated food she brought in a cooler. As a health-focused Millennial, she is a prime target for these products. I dutifully purchased refills during our guest’s stay, but didn’t become a convert. On the other hand, I was inspired to purchase a vertical scratching post for our cats.

    Our experience is a microcosm of several trends we’ve seen emerging in the pet market as a whole as GfK’s Point-of-Sale (POS) data reports show. Pet owners are focused on dietary health and trying new things. They don’t sit around the house all the time, either.

    Dogs versus cats

    Just over half of global consumers, 54 percent, are pet owners, according to the recently released GfK Consumer Life global study. One in three has dogs and about one in four has cats, while nearly 20 percent have fish, birds or other animals. There is overlap, of course. Almost half of cat owners also have dogs, and about one in three dog owners also have cats.

    Of the 21 countries covered in the study, pets are most popular in Latin America: Argentina, Mexico and Brazil, and dogs are by far the pet of choice. The only places where more people have cats than dogs are France, Germany, Indonesia, Russia and Sweden, although Russia is the only country where cat owners attain majority status, at 58 percent.

    Pets at home, on the road, and on the town

    Pet owners of the world are a mix of home-based and outgoing, finds the GfK global study. They are more likely than average to do yard work and home improvements on a regular basis, but are also more likely to go out for entertainment and to travel.

    This means that pet owners’ homes and yards need to be pet-friendly, whether they are home owners or renters. Growing numbers of apartment complexes are offering dog parks and dog-washing stations, for example.

    People don’t always want to leave their pet companions at home, though. The lodging industry is becoming more receptive to travelers with pets; resources like petwelcome.com can help locate them. But there are opportunities for all kinds of businesses to get involved, such as excursions and car rental agencies.

    Everyday destinations should think about accommodating pets, too. Stores with sidewalk access sometimes put out the welcome mat by offering water bowls and treats for dogs who are out and about with their human family members. Pet stores routinely allow pets, of course, and most places allow service dogs. But given the reports of heat-related deaths of pets left in cars every year, maybe more retailers should be pet-friendly. This doesn’t have to mean letting animals roam free; there are such things as pet strollers and places to safely park pets outside stores. Some large stores offer child-care services – why not a pet-sitting service?

    Healthy families include pets

    Global pet owners are more inclined than their peers to follow a specific diet for their health and to say that “local” is an important factor in their food and beverage choices. Furthermore, GfK Consumer Life research reveals that American pet owners are more likely than average to have used a meal-kit delivery service such as Blue Apron in the past month.

    Pets are often considered family members, so it follows that their owners will extend the attitudes they hold about their own health and food habits to their animal companions. This has certainly been evident in the rising sales of pet foods that are free of certain ingredients and have few ingredients, according to the ongoing GfK pet-food POS study. Maybe locally produced pet products and meal-kit services will appeal, too.

    Innovations welcome

    Pet owners are more likely than average to agree that they are always “on the lookout for new products and services” and “looking for novelty and fun, even in everyday products.” They are also more interested in other people’s opinions about what to buy and tend to discuss products and brands on social media more often.

    This means that the pet market is one that is open to innovation and sharing information. Even if you’re not in the pet industry per se, there is almost certainly a way for you to be involved with these important members of the family.

    Diane Crispell is a Senior Consultant on the Consumer Life team at GfK. She can be reached at diane.crispell@gfk.com.

  • Peter Feld joins GfK SE as new CEO
    • 03/10/17
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Media Measurement
    • Consumer Panels
    • Promotion and Causal Retail
    • Point of Sales Tracking
    • Point of Sales Analytics
    • Shopper
    • Trends and Forecasting
    • United States
    • English

    Peter Feld joins GfK SE as new CEO

    The Supervisory Board of GfK SE has today appointed Peter Feld (51) as new Chief Executive Officer and Management Board member effective March 15, 2017.

  • Peter Feld joins GfK SE as new CEO
    • 03/10/17
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Media Measurement
    • Consumer Panels
    • Promotion and Causal Retail
    • Point of Sales Tracking
    • Point of Sales Analytics
    • Shopper
    • Trends and Forecasting
    • Canada
    • English

    Peter Feld joins GfK SE as new CEO

    The Supervisory Board of GfK SE has today appointed Peter Feld (51) as new Chief Executive Officer and Management Board member effective March 15, 2017.

    • 02/24/17
    • Consumer Goods
    • Connected Consumer
    • Global
    • English

    Don’t call it a comeback: What health means to consumers today

    As we get busier and more distracted every day, key priorities like health often fall to the wayside.  But interestingly, health and fitness (defined as “making an effort to be in good physical and mental shape”) is a rising value globally; currently, it’s #12 on a list of 50 personal values tracked by GfK Consumer Life, up four ranks since 2011.  And nearly half (48%) of Americans believe that their eating habits, diet and overall health are better than their parents were at their age, a 6-point jump from 2012.

    After years of being back-burnered by the Great Recession, people finally feel ready to take a more active role in their own wellness.  But the return of health brings new questions: what does health mean to today’s consumer?

    Mind + body matters

    Most (69%) Americans agree that a key aspect of good health is “having a positive, optimistic state of mind and outlook on life” – #4 on a list of 12 possible health descriptors.  As new outlooks on health emerge, this is a critical one.  No longer are people consumed just with the number on their scale or the size of their jeans – they need to feel good, not just look good.  This outlook is more pronounced among those who are 60+, perhaps due to enhanced expectations for a longer, happier life.

    New nuances to fitness

    Almost six in ten (58%) Americans believe that “being physically fit” is included in their definition of “good health” – but it’s a bit more complex than that.  Other dimensions of physical fitness are actually ranked higher on this list, including the ability to do daily activities without obstacles (78%) and avoiding obesity (62%).  This heightened awareness of the impacts of fitness are evident in the top physical concerns Americans share about aging – gaining weight (34%) and loss of mobility (34%) are among the top five items on this list.

    With that in mind, it may come as no surprise that nearly two in three (65%) Americans exercise to keep fit weekly or more often; this habit is up six points since 2012.  And one in three (32%) admit that physical movement helps them treat health conditions they have.

    “Whole person” customization

    The marketplace for health and wellness solutions has expanded in recent years to include many more players.  Tech companies are competing with pharmaceutical leaders, and startups are often able to deliver solutions faster and more efficiently than more established brands.

    This is good news for the consumer.  Not only are there more products and services to choose from, the ability to personalize one’s wellness regimen has accelerated tremendously.  There’s a combination of solutions for everyone, whether it’s aging consumers who are focused on declining mobility and memory, younger individuals who care strongly about fitness, or the affluent audience drawn to more preventative health solutions.

    With wellness finally back on the front burner for consumers around the world and new spaces for a variety of companies to play a role, discussion of what “health” is will continue to grow – opening doors to new ideas on how to live healthfully.

    Rachel Bonsignore is a Senior Consultant for GfK Consumer Life.  She can be reached at rachel.bonsignore@gfk.com.

  • Among Symptoms of Aging, Loss of Mental Agility and Mobility Cause Greatest Concern among Canadians
    • 12/19/16
    • Global Study
    • United States
    • English

    Among Symptoms of Aging, Loss of Mental Agility and Mobility Cause Greatest Concern among Canadians

    In just-released GfK research, Canadians’ concerns about key symptoms of aging were higher than global averages, with four in ten Canadians saying they are worried about not being mentally alert/losing their memory (43%), losing mobility/being unable to walk or drive (42%), and having trouble taking care of themselves physically (40%).

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