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GfK Product Edge: Rethinking Product Superiority

Taking a new and different approach to product testing by integrating behavioral data

Product-Edge-Hero

To keep ahead of the Fast-Moving Consumer Goods (FMCG) markets manufacturers and retailers have to keep up with modernizations and to remain an attractive brand for their customers whilst taking their wishes into consideration. One should also try to make the launch of new products and relaunches key events in the FMCG calendar.

But how relevant are their brands, launches and relaunches for the different consumers? GfK´s Product Edge approach offers answers to all this questions.

A better understanding of your audience

Product testing reports & research, integrating behavioural data | GfK
What is driving product quality?
 
How can you stay ahead of the competition?
Product testing reports & research, integrating behavioural data | GfK
What are your brands’ core strengths against competitor brands and where are the gaps?
 
What product attributes are associated with the overall product experience?
Product testing reports & research, integrating behavioural data | GfK
How do consumers rate your brands against your competitors?
 
What attributes correlate with higher spend & how do you compare vs the competition?
Product testing reports & research, integrating behavioural data | GfK
How do your brands rate with loyal buyers vs repertoire buyers?
 
What drives repeat buyers?
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Product testing reports & research, integrating behavioural data | GfK

Product Edge is a Why2Buy solution that takes a new and different approach to product testing by integrating behavioral data. It makes the most of the wealth of knowledge that already exists in our consumer purchase panels which we combined with a questionnaire, to understand how real Consumers rate their product experience with unprompted purchase.

What makes Product Edge unique?

We link purchase behavior with a wealth of pre-existing knowledge on your buyers and quantify their experience.
The Consumer Panel allows you to know who your customers are, what they buy and how much they buy, without having to ask them.
We quantify the value of higher product quality post-purchase and tell you which attributes drive more or less value in the product experience and segment your buyer groups by loyalty or demographics.

Compare genuine consumer satisfaction of your brand buyers vs competitors.

Agility

The solution allows you to get in touch with consumers online, saving time, costs and resources of regular field work.


Unprompted Purchase (not claimed): Objectivity & New Insights

Products sent to consumer can bias the results and having a product experience that is unprompted gives the most objective read on quality. It can also open up lots of new insights about your product, because the customer has chosen to buy and we know their shopping history.

Scalability

The Product Edge approach can be done online in 50+ countries meaning that current disruptions like COVID do not impact field work. Availability across our Europanel network, and the option to run through other partner panels.
 
 

Gathering the insights you need

We use Consumer Purchase Panels to measure superiority in a non-intrusive way whilst leveraging all the data already collected. With a Why2Buy questionnaire in the consumer panel we ask people who bought the product or bought competitor products about their ratings and combine them with their purchase behavior.

Our 3-step approach:

Product testing reports & research, integrating behavioural data | GfK
Targeting

using what we know about our panellists to survey your real brand buyers, defined by market and brand engagement with the ability to focus on key demographics.

Product testing reports & research, integrating behavioural data | GfK
Benchmarking

by surveying product experience from an organic sample of genuine, unbiased brand panelists to create an objective viewpoint of your buyers.

Product testing reports & research, integrating behavioural data | GfK
Monitoring

the behaviour of your buyers’ post-evaluation to understand the impact of product experience on genuine buyer behavior to give clear recommendations.

Core Output

How consumers rate your product vs. the competitors', as well as looking at ratings for each individual attribute.

  • Benchmarking
    how consumers rate each product vs. the competitors, as well as look at rating for each individual attribute.
  • Correlating
    the relationship between key attributes and overall product score, as well as understanding which attributes drive a premium.
  • Quantifying
    and prioritizing brand opportunities to reach fair share for specific attributes and creating a strategy to win this size of prize.
  • De-Averaging
    the shoppers of each brand using the wealth of panel data available to get a better idea of the demographics, buyer overlap and finetune targeting.

Find out how consumer behavior has changed and how it affects your business

FIND OUT MORE

Product testing reports & research, integrating behavioural data | GfK
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