You are on the global GfK website. Visit our local website for more offerings and information in your country.

Building and supporting strategic initiatives rooted in gfknewron Consumer

hp_logo_113
np_industry_1777249_000000 1

Information technology

Facts & Figures

multiple-users-2 1

Employees

51,000 worldwide

np_industry_1777249_000000 1

Net revenue

USD $63.49 billion (2021)

Products used

HP-success-story-image_1

We rely on gfknewron Consumer the intelligence from GfK to understand consumer behavior in our different segments. From agreeing which audience to target, to refining the messaging, to planning the media, we see the insight as informing both our short-term tactical actions and strategic medium- to long-term decisions. What’s more, the way we utilize gfknewron Consumer in our Spanish business has provided inspiration to our colleagues in other markets who use it as a guide to inform their own collaborations.”

Isabel Delgado

Consumer Marketing Manager, HP Spain

Building and supporting strategic decision-making

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.

HP-success-story-image_2

gfknewron Consumer is user-friendly, intuitive, comprehensive, powerful and flexible – and of course all of these elements are important to us. It’s also true that at HP we have access to numerous market research tools, so for us the key differentiator that defines our relationship with GfK is the excellent support of GfK team. Time and again our close working collaboration has proved essential to the decisions our team makes, adding value whether that’s for day-to-day issues, quarterly reporting, or presentations across the company at our key meetings. Ultimately, we trust and value the advice, opinions and expertise we get from our GfK expert."

Catalina Roa

Marketing Director, HP Iberia

A strong partnership

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.

Download the success story as pdf

Introducing gfknewron:
one platform, three powerful solutions

gfknewron Market

Know your market so you can win it.

Learn more

gfknewron Consumer

Know your consumers so you can seize the moment.

Learn more

gfknewron Predict

Predict what’s coming so you can shape it.

Learn more



Related products

  • gfkconsult

    Looking for consulting services to drive sustainable growth, in-market success, and to optimize your ROI? Transform your big ideas into winning strategies with gfkconsult.

    Read more
  • GfK Market Intelligence: Sales Tracking

    Measure your market share and brand performance, benchmark it against competitors and maximize sales now and in the future with the world’s largest retail panel.

    Read more
  • GfK Key Account Data

    Based on named retailer data, KAD is invaluable in defining successful Category Management & optimizing Supply Chain Strategy. KAD is a common information currency for Retailers & Industry.

    Read more

Related Insights

  • 28.09.2022

    Success Story: How HP uses GfK's consumer intelligence Webinars

    State of Consumer Technology and Durables Webinar Q3

    Buck the trend of market deceleration. Get expert insights that help you thrive through a tumultuous landscape. Watch our free on-demand webinar.

  • 27.09.2022

    Success Story: How HP uses GfK's consumer intelligence Webinars

    Green ambitions, golden opportunities: Sustainability in times of ...

    Free on-demand sustainability in times of instability webinar content

  • 13.09.2022

    Success Story: How HP uses GfK's consumer intelligence News

    Map of the Month: Net household income under €2,000, Germany 2021

    GfK’s Map of the Month for September shows the regional distribution of households with a net household income of less than €2,000 in Germany.

View all Insights