Building and supporting strategic initiatives rooted in gfknewron Consumer

HP Spain has achieved a strong position in the country’s computing sector. The player is growing its presence in gaming and the premium segments with ambitions to reach dominance in these areas too by understanding consumer and market behavior and trends.

HP Spain’s marketing team is one of the company’s groups that relies on gfknewron Consumer. They use it to evaluate the local market situation, identify consumer segments to target, prioritize the importance of features, review performance and track competitors. It’s key to have these solid, reliable numbers and insights to not only inform and build strategic decisions, but to explain and support them too. They also rely on them during discussions and negotiations with retailers about new initiatives and plans. The marketers value the granularity of gfknewron Consumer - a result of the large sample sizes.

GfK’s expert team has developed an in-depth knowledge of HP’s business and is able to call on this during presentations and meetings, as well as onboarding sessions. The relationship involves regular contact as well as intensive periods of support provided during quarterly and annual planning periods. HP are expert users of the GfK intelligence, nevertheless the marketing team also value learning new techniques to access and maximize the rich information in the tools, especially for gfknewron Consumer.