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Financial Services|Media and Entertainment|Retail|Technology|Media Measurement|Shopper|Trends and Forecasting|Global Study|Consumer Life|GfK-MRI|United States|English

At CES, GfK will help brands target a new generation of "beyond digital" consumers

New York, NY, 04.01.2018

Will share new insights on the Now Generation and AI, digital privacy, streaming video

To create deep connections with consumers, brands need a rich understanding of their target generations. Which forces are shaping tomorrow’s shoppers – and how can brands deliver a perfect combination of benefits for these emerging generations?

At this month’s CES, GfK will draw on exclusive research into the Now Generation (ages 15 to 25) to help brands succeed with tomorrow’s most valuable consumers. More than just “Mini-Millennials,” the Now Generation are clearly different in taste, lifestyle, and self-image – distinctions that GfK was the first to identify and define.

At CES, GfK’s Kathy Sheehan (EVP, Consumer Life) and Karen Ramspacher (SVP, Innovation and Insights, GfK MRI) will explore Now Generation traits that have implications for a variety of brands – this group’s unique views and desires, and the types of messages that can reach and inspire them.

The GfK session – “Now Generation: New Attitudes New Needs” – will take place from 10:15 to 11:15AM in Tech East, LVCC, North Hall, N257.

GfK’s presentation will include just-released findings about the Now Generation’s perspectives on AI, privacy, digital security issues, and Net Neutrality. Sheehan and Ramspacher will also reveal how these young consumers feel about

  • having the latest brand-name items
  • the value of convenience in shopping
  • binge viewing, streaming video, and cord cutting

Leaders in trend, media studies

As head of GfK’s Consumer Life team in North America, Sheehan helps Fortune 500 clients drive successful innovation by understanding consumers across cultures, time and categories. She has spoken at dozens of leading conferences, including CES.

Ramspacher has more than 20 years of experience as a media account planner and researcher; at GfK MRI, she identifies and explores drivers to consumer behavior in the changing media landscape and beyond. Earlier, she held senior roles at NBC Universal, Oxygen Media, Fuse and Participant Media.

GfK will also hold invitation-only demonstrations at CES of new applications for testing shelf assortment, in both physical and virtual stores, and of GfK’s partnership with Google on Google Manufacturer Center. Click here to learn more.

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