GfK Consumer Landscaping
Mapping the evolving markets for your brands and products
Identifying opportunities for brand and business growth
Mapping the evolving markets for your brands and products
Consumers and markets continually evolve. Brands and businesses must keep up with the staggering speed of this change if they want to win and maintain their market share. This means understanding your portfolio’s strengths and weaknesses and matching them to customer wants and needs, so you can perfect your market positioning today, and maximize opportunities for expansion tomorrow.
GfK’s Consumer Landscaping provides a highly accurate view of market dynamics, size, share and landscape, so you can evaluate your brand’s performance compared to your competitors or evaluate the viability of moving into a new market. By understanding what consumers see as your strengths versus the competition, you’ll be able to refine the way you communicate your portfolio’s benefits to succeed in reaching your audience. The analysis highlights unmet consumer needs, and sizes those opportunities, so you can decide if the potential for innovation offers a strong ROI for business investment.
GfK’s Consumer Landscaping identifies opportunities for business growth by helping you to:
- Understand how consumers navigate your category, the strengths and weaknesses of your product portfolio, and how it should be optimized
- Explore white space and brand stretch opportunities to guide your investment decisions
- Examine adjacent categories and external trends to stay ahead of the curve on category disruptions.
By evaluating the impact of your strategy, you can understand if your brand is moving into your intended space in the market:
Sizing opportunities:
- What consumer needs aren’t currently met by my competitors?
- Where are the white space and under-served gaps in the market?
- What contribution might these opportunities make to my bottom line?
Launch strategies:
- Should I launch my product into a new market?
- What the is value of that market to my brand?
- How big is the market opportunity in my category?
- How should I launch my new brand/product into a new market?
- What features, functions and benefits should I focus on when marketing?
Competitive analysis:
- What is my current market position?
- How is my brand performing compared to competitors?
- What are the strengths and weaknesses of my products?
- How can I compete more effectively within my budget?
- How are new innovations disrupting the market?
Product sales:
- What are the barriers to usage and future purchase for my product?
- How can the business overcome them?
- How can I sell more of my product?
- How can I improve my marketing messaging?
- How can I identify potential customers who are not buying from me?
- How can I reach them and convince them to buy?
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For our research on EU climate policy we require tailor made questionnaires, with a high degree of sophistication and customization to integrate scientific experiments. For a large-scale survey in 24 member states to be administered on tight timelines we relied on GfK. Implementation in particular of the experiments and administration of the survey went very well. We expect that the results will have high policy relevance and impact, and hopefully prompt more such surveys in the future.Dr. Michael PahleHead of working group "Climate & Energy Policies", PIK e.V.