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Smart insights: Technology

In today’s connected society, technology impacts all industries - driving opportunities and accelerating the speed of innovation.

To stay competitive, technology companies need to understand consumers’ evolving experiences and choices.

Our technology market research experts deliver smart insights to create engaging and relevant concept designs, product positioning, advertising and customer experiences. Our technology industry expertise spans IT and IT B2B, consumer electronics (CE), photo, office equipment and telecommunications market performance, consumer research and trends.

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Here you can find the latest insights for technology industry. View all insights

    • 07/22/19
    • Technology
    • Shopper
    • Global
    • English

    Secret to the consumer purchase journey & how to win in the online jungle

    This blog is part of a webinar on the consumer purchase journey called The secret to winning in the online jungle. How does the consumer purchase journey really begin? There’s no doubt that online is the go-to channel for consumers when they are looking for a technology or durables product. In 2018, over half of consumers in Great Britain, France, Germany, Spain and Italy (EU5) that bought a tech or durables product used online sources to research their purchase.

    Omnichannel is of course very important

    About 4 in 10 of consumers who ultimately purchase in-store used online sources to research their purchase. No brand should underestimate the significant opportunity to influence customers and potential customers in the purchase journey through the informed use of online touchpoints. If you can de-code how today’s savvy shoppers use online tools in their purchase journey, you can ensure your brand is front and center in their decision process. So how can we understand exactly what’s going on behind the keyboard? We combine consumer survey and sales data from the GfK retail panel to cover the online and offline world. By adding measured behavioural and online review data we build a complete picture of the consumer purchase journey. This complete view of the online and offline world is delivered as the GfK Consumer Insights Engine. Latest insights can be accessed anytime in the dashboard that spans the purchase journey from the buying trigger into the research phase, to the point of purchase and through to evaluating early usage of products. The online measured data provides detailed insights into what happens behind the keyboard, and online review data provides early indications of usage attitudes and experiences with your own – and your competitors’ – products.

    De-coding the consumer purchase journey for a TV (example case)

    More than three quarters (77%) of purchasers of a TV spend up to two hours researching their purchase online. This represents a great opportunity for manufacturers and retailers to influence target audiences with the right search engine, web marketing and communications strategies. Let’s look at how that purchase journey unfolds in the following example case for Great Britain and Germany.
    1. Survey data to understand general usage
      Calibrated and representative, survey data can show us which web pages TV buyers visit:
      • Purchasers in the Great Britain visit retailer websites for TV purchase, far more than in Germany (63% in Great Britain compared to 36% in Germany)
      • Price comparison websites are used more in Germany (48% in Germany compared to 25% in Great Britain)
      • We see a similar use of product review websites (both at 40%), and a limited but growing use of social media pages in both Great Britain (8%) and Germany (6%)
       
    2. Search engine analysis to perfect your online targeting
      We all know that search engines are critical to the TV purchase journey, but which search terms are consumers using? Use these insights to optimize and perfect your search keywords and advertising and increase opportunities to intercept consumers during their research journey. Our behavioral data reveals that:
      • In Germany, 38% of online TV purchasers used a search engine for a category-relevant search. In other words, they inserted a TV-relevant term such as “55 inches” or “Samsung TV”. This figure rises to 45% for Great Britain
      • Purchasers are more likely to search for specific features – like ’55 inch’ or ‘4K’ instead of specific brands and retailers.
       
    3. Websites to boost brand consideration
      Next we pinpoint the destination websites where consumers are directed from search engines. These are the websites where you need to be visible to maximize the inward flow of potential buyers. We can analyze the data by different behavior patterns to focus on the sub-groups most relevant to your business. We build a brand consideration set, assess if their search is limited to specific brands, and use lost shopper analysis to identify unmet needs. The below channels are frequently visited by purchases where we have the capability to conduct this analysis.
      • Most often buyers visit the retailer such as Amazon, and country specific retailer sites such as Currys PC World and MediaMarkt
      • Product and price comparison sites, e.g. idealo are popular destinations
      • The websites of premium TV manufacturers, e.g. Samsung, LG are also visited
      • Consumers also seek out review websites, e.g. techradar.com, chip.de
       
    4. Conversion rates to evaluate your performance
      At this stage we analyze how many consumers ultimately went online to purchase the brand they had visited online. For retailers, we identify the conversion for online traffic. Exploring the strengths of the competition is a powerful exercise to evaluate your performance in the market – knowing where others succeed can help you compete more effectively.
      • In our example, the online viewership to purchase conversion ranges from 25% – 46%. For some brands, close to half of the consumers that view products, went on to purchase the brand they viewed.
       
    5. Optimizing brand and marketing messages by analyzing online reviews
      We believe that analyzing product reviews can give brands a competitive edge in the market. We blend online purchaser reviews from retailer websites, human intellect and AI modeling to identify hot topics and pain points so you can manage how your brand is perceived. From this, you can create the best marketing materials using the content that really matters to shoppers.

    How to win in the online jungle

    The Consumer Insights Engine combines online behavioral and review data with sales data to calibrate the survey data and advanced analytics to bring you closer to your online customer. Use it to win in the online jungle by optimizing your search engine strategy, improving your website, refining your retailer and web strategy and perfecting your marketing and communication messaging.

    Discover more about the consumer purchase journey

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    • 07/18/19
    • Media and Entertainment
    • Technology
    • Media Measurement
    • Global
    • English

    What is the future of total media measurement? A global perspective

    As the future of total media measurement is always a hotly debated topic, GfK invited industry experts to a roundtable discussion on how the landscape is changing. Participants included Google, Facebook, CIM (Belgium), UKOM (UK), CIMM (US), MMS (Sweden) and PMA (Netherlands). Here’s a taster of the four key themes that emerged.

    Media Measurement today

    When we look at media measurement today and imagine its future, a key question is: Does it make sense to develop increasingly complex and sophisticated methodologies? Although modelling media measurement data alongside panels is a fact of life, we found widespread support for the methodological purity of panel measurement – albeit recognizing its limitations. In comparison, the myriad approaches available today causes confusion, and everyone needs to be clear what hybrid, cross platform or total measurement offer. This is particularly essential now as we try to make sense of changing consumer behavior and different means of measuring it. “It is the most extensive modelling we have ever done… what we are hoping for is that the aggregate results are right. […] And that’s difficult to sell to TV people, because they’ve lived for decades now with the idea that they already have the best possible audience research”.

    How will we measure it tomorrow?

    Our second topic relates to tomorrow‘s measurement, addressable TV, programmatic, and the total customer view. While a number of panellists were fairly dismissive of the impact of addressable TV advertising, Google and Facebook saw more significance in these innovations. Now that broadcasters and publishers are generating more data that can be linked back to consumer purchasing, everyone agreed there will be a growing challenge to connect multiple data silos. Some participants felt that research panels can still provide the base-level data to link, organise and make sense of these multiple data sets. “It does represent one more step from the traditional TV world towards the world that I represent, and it makes the politics slightly easier. It makes forging alliances, building bridges and so forth easier. We start to talk the same language.” —Niels Marslev, Google The future of currency and role of JICs What constitutes a currency measure for the trading of advertising is critical. What the industry needs from a currency – or equivalent accepted measure – changes as the media ecosystem evolves. Our experts felt that the increased use of proprietary datasets in a fragmented landscape could well increase demand for a neutral third-party to critically evaluate contending methodologies. So in the future a JIC could move from currency provider to trusted auditor. “It is really about what the currency should actually be doing and whose needs it is serving.” —Nik Shah, Facebook Will total media measurement grow budgets? Although media budgets in some markets have increased, the general consensus was that unlocking additional spend through expanded media measurement is unlikely. However, new forms of cross-media measurement may result in some form of redistribution of existing revenue streams. Advertisers are looking for more efficient ways to spend their budgets and need measurement advances to offer better ROI. Multi-platform measurement could drive down costs and make the process more efficient, with potentially more return. “I don’t think there is a massive pot of money sitting out there that isn’t being used, that is waiting for the JICs to get their act together and as soon as it happens will flood into the market”. —Ian Dowds, UKOM

    Conclusions

    Is the industry moving towards measuring the total consumer rather than total media? Certainly at GfK, we believe that a stronger link between advertising and consumer buying behaviour is needed to create the kind of compelling evidence that will stimulate the appetite for advertisers to increase overall investment in media. Ultimately, advertisers will want high quality, GDPR compliant currencies and metrics they can trust and we continue to work closely with JICs and big data providers as we make further developments in this area.

    Want to know more about this study?

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    • 07/05/19
    • Technology
    • Consumer Goods
    • Point of Sales Tracking
    • Global
    • English

    Six steps to gain the competitive edge at your key retailer

    This white paper contains our insider guide that shows how to maximize sales insights at a retail account level.
    • 07/02/19
    • Retail
    • Technology
    • Distribution and Supply Chain Management
    • Global
    • English

    GfK Supply Chain Insights 3rd Webinar

    Would you like to know how to optimize your supply chain management? Join our free partner webinar based on point of sales and distribution panel data and discover more about today’s key tech trends. 
Solutions
  • Point of Sales Tracking

    Point of Sales Tracking

    Retailers and manufacturers are under pressure to develop products and services that maximize sales and profit and to keep customers coming back.

    Success relies on having the most up-to-date sales data, combined with robust analysis to understand which products and services are performing well in the market – and which are not. With this information, clients can set clear strategies for commercial growth and increase return on investment.

  • Trends & Forecasting

    Trends & Forecasting

    ​Today’s steady stream of new offerings and shortening product lifecycles place a unique pressure on businesses to stay ahead. Consumer purchasing behavior shifts more rapidly than ever.

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