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Smart insights: Technology

If you want to attract today's connected consumers, it's essential to embrace technology and to understand consumers' use of technology.

It is impossible to identify opportunities or design superior consumer experiences that secure loyal, returning customers unless you have accurate understanding of your customers' current experiences, unmet needs, evolving choices and future expectations.

Our technology market research experts give you this information.

We deliver market and consumer insights that help you create engaging and relevant concept designs, product positioning, advertising and customer experiences. And our key performance indicators for brand, proposition development and user experience keep you focused on the actions that will deliver the strongest business results.

Whatever specialist technology sector you operate in, we provide insights on market performance, consumer research and trends at both global and local level: IT and IT B2B, consumer electronics (CE), photo, office equipment, home appliances (MDA), telecommunications hardware and telecoms service providers.

Latest insights

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

    • 07/19/18
    • Media and Entertainment
    • Technology
    • Media Measurement
    • Consumer Panels
    • Point of Sales Tracking
    • Global
    • English

    09/01/18
    Join GfK at IFA 2018: Providing answers in a disruptive world

    Discover how we are developing a sophisticated ecosystem that will be powered by integrated data and artificial intelligence. 
    • 07/18/18
    • Retail
    • Technology
    • Distribution and Supply Chain Management
    • Global
    • English

    GfK Supply Chain Insights

    Join our free partner webinar based on point of sales and distribution panel data to optimize your supply chain management and discover more about today’s key tech trends.
    • 07/17/18
    • Technology
    • Point of Sales Tracking
    • Global
    • English

    Ready for the next Black Friday? Never before seen sales peaks in Latin America

    Promotional events change traditional seasonality and strongly concentrate sales

    Promotional events are gaining more and more importance across the whole world – and Latin American tech markets are among those showing the strongest impact. These events are changing traditional seasonality and concentrating yearly sales volumes in a few weeks. This is why it is of utmost importance for manufacturers to plan well and participate successfully in these events. It is not only about Black Friday, but there is a multitude of different events, most of which are in Q2 and Q4. While Brazil focuses on Black Friday in November, following the US model, other South American countries have created purely online events in order to push online sales – the most successful ones are Hot Sale and CyberMonday in Argentina and Cyberdays and CyberMonday in Chile, which make online sales boom. Peru and Colombia are increasingly starting to follow these models. These “new” events take place in addition to the traditional ones, such as Mother’s Day, Father’s Day and Christmas promotions, and in most cases outperform them. They even “outperform” traditional climate-related seasonality. For example, in Argentina and Chile, the second most important week for refrigerator sales is now in winter (off-season) and vice versa for washing machines.

    Hot Sale Argentina: Boom despite macro challenges

    With +29%, the market volume of technical consumer goods this year topped the 2017 growth during Hot Sale week, despite macro-economic challenges. The sales volume in Hot Sale week was more than double of the average week in Jan-Jun18, concentrating 8% of sales. With +84% growth, PTV was by far the most successful category, which can mainly be explained by the soccer world cup effect.

    Cyberdays Chile: Beating records after records

    During this year’s Cyberdays, the technical consumer goods market grew again by 20% (units), with small domestic appliances, consumer electronics and major domestic appliances growing above average. Small appliances growth is coming from vacuum cleaners (+54%). The Cyber events created the perfect platform for selling robots, which showed huge increases. One third of the robots’ sales volume in first half-year was sold during the Cyberdays week. The value share of online channel within total tech market in Chile soared to 20% in the first semester and even 59% in Cyberdays week.

    Mother’s Day Peru

    In Peru the traditional Mother’s Day remains the most important week in the year (equal to Christmas), with double sales volume compared to the average week in the year to date. Yet it also increasingly shifts to online. Although the product focus is slowly shifting, it seems as if many Peruvian women do not yet feel offended being offered home appliances for Mother’s day, as small and major domestic appliances showed again the highest sales peak. This year consumer electronics increased by 23% during Mother’s Day. This trend is seen throughout the whole year 2018 and it became stronger week by week. The main reason is obvious: After 36 years Peru qualified for the soccer world cup in Russia. In order to be able to follow well their “selección”, many Peruvians invested in new TVs.

    Price, but premium!

    Latin American consumers tend to be very price sensitive, which is why strong price cuts are key to success of promotional events in the region. This makes it very important for manufacturers to decide carefully how much to decrease the price, in order to participate successfully without sacrificing more margin than necessary. Most aggressive price cuts can be observed in Chile, with almost one third of all units sold with >20% discount. However, the average prices per category often increase in promotional weeks, thanks to a strong push of premium segments. Especially during the online events, the share of ultra HD TV, ultra-thin laptops, wash dryers, side-by-side refrigerators or kitchen machines increased by up to 15 percent points, compared to an average week.

    What’s next?

    After all this recent promotional activity, it is not at all over. Important promotions are still coming at the end of this year, mainly from Black Friday and Cyber Monday, as well as Christmas promotions. What is the best strategy to optimize your sales in these promotional periods? The GfK Weekly Promotional Events Tracker helps you to figure out:
    • How successful were we during the last event?
      How did our competitors perform in that week and why?
    • Which is the most promising segment?
      Which models should we use for the promotion?
    • How aggressive should be our promotion?
    For more information, please contact us: Daniela.strebl@gfk.com
    • 07/12/18
    • Technology
    • Online Pricing Intelligence
    • Global
    • English

    3 key requirements for an optimal online pricing tool

    The secret to choosing an online pricing tool that delivers real value

    We are inundated with tech solutions for our daily lives that are fast, easy to use and help to reduce time spent on the mundane. Having used pricing tools for over 10 years, it has always been an observation that pricing tools were a “one size fits all” solution to a very integral business issue.  So what should we really be focusing on when selecting a pricing tool? The fact is that not all online pricing tools are born equal – so how do you filter out the ‘also rans’ to find the front-runner that delivers the very best market analysis for you?

    Data quality

    Firstly, it’s easy to get distracted by a professional-looking user interface and fail to ask ourselves about the underlying data and analytics. Accurate data of the highest quality and comprehensiveness is essential… incomplete or poor data leads to poor analysis, which leads to poor business decisions. So ask yourself: when you peel away the theatrics, are you willing to trust your company’s future on the data and analytics being delivered? What are data sources? Are they comprehensive?

    Speed and frequency

    The next thing is speed. As multiple intra-day price moves become normal, the speed at which your solution can provide your data is essential. So look beyond the load speeds of your tool, and instead ask your supplier how frequently the data within your tool is refreshed each day. Is once or even twice a day really enough, when prices in the market are being changed multiple times a day?

    User interface

    After you’ve satisfied yourself the tool you’re considering fulfills these fundamental needs, it is time to consider the usability and functionality being offered. We all need tools that are easy to use and that deliver the information we need in the format we need it in. Gone are the days of software solutions that fail to reduce the time we spend on the mundane. So ask yourself: Can you customise your view of the data?  Can your tool inform you when key changes that affect your specific parameters have happened in the market?  Can you see beyond basic pricing and search on features, promotional activity or anything else that is pertinent to your business? If you can’t do these things, you may find you are not getting the value out of your tool that you hoped for – or find yourself wasting valuable time getting your data into the format you want and delaying the speed at which you can make your critical pricing decisions. Didn’t you pay for this tool to simplify things?

    Conclusion

    A high-performing, high quality online pricing tool will give you more time and better market analytics on which to make your business decisions. To find your best-fit tool, speak to your provider about the requirements I’ve outlined here – and any additional needs that you want your tool to fulfil – and challenge them to push the boundaries and deliver on these. As artificial intelligence (AI) and algorithms get used more and more to complete huge chunks of analytics, our online pricing tools will continue to develop and improve at a rapid rate. So make sure you tie-in with a provider who is also planning and developing for the future. To find out more, please contact Barry Meacher
Solutions
  • Brand and Customer Experience (BaCE)

    Brand and Customer Experience (BaCE)

    Brands are under pressure to develop emotional connections and relationships with consumers and business decision makers.  Brands need to respond in-the-moment, to enrich the customer experience – and develop strategies that influence ”moments of truth” throughout individual brand journeys.  

  • Digital Market Intelligence (DMI)

    Digital Market Intelligence (DMI)

    When consumers shop, search, communicate, gather information and engage with companies or brands online, they behave differently depending on which device or screen they are using. They expect a consistent experience regardless of the channel or device they are using.

  • 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.

  • User Experience (UX)

    User Experience (UX)

    Our user experience (UX) research and design experts help our clients create and improve customer experiences for existing or new products and services

    Today’s consumer is bombarded with promises for compelling experiences. They are sophisticated and demanding.  To be successful, a new product or service needs to be intuitive, usable, engaging and desirable. The user experience needs to be emotional in order to be memorable.

  • Market Opportunities and Innovation (MOI)

    Market Opportunities and Innovation (MOI)

    Brands are under constant pressure to maintain relevance in an increasingly crowded market. Identifying when, where and how to deliver compelling experiences that deliver new value for both consumers and brands is critical.

  • 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.

  • Geomarketing

    Geomarketing

    Our geomarketing solutions and consultancy provide our clients with smart insights into location-specific factors that impact the success of business sites, shops, sales territories, target groups, as well as chain store and distribution networks.

  • Mystery Shopping

    Mystery Shopping

    Consumers face a complex array of brand touch points every day of their lives. To deliver a consistent brand experience, marketers need to know how consumers are actually experiencing their brand. Our mystery shoppers give you all the help you need to understand these experiences, and respond to them to maximize the return for your business.

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