GfK Insights Blog

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Recent Posts

Gaining traction: truck tire sales in europe

October 28, 2014 by in Automotive

Some of the most perplexing questions in marketing are indeed some of the most intellectually interesting ones. There’s so many ways to approach a research question. Which is the right approach? Is my model the best-suited? What about the data in my model?

As the leader for automotive in southwest Europe at GfK, it is my job to accompany clients on the intellectual journey of understanding the market. In my opinion, our jobs got easier with the recent introduction of “sales out” data for the truck tire market in Europe. (See an earlier article in which I discuss the difference in “sales in” and “sales out” data for French truck tires.)

FMCG market planners: where’s the beef?

October 24, 2014 by in Consumer Goods, Retail

The amount of spending potential for retail expenditures differs widely among European consumers. Manufacturers and retailers who plan new locations need to be aware of these differences to make realistic turnover and growth plans for their branches in various countries.

Examining not only the differences across Europe, but also within individual countries, GfK brings this down to very detailed regional levels such as postcodes or municipalities. We have just completed a new study on purchasing power for various retail lines in ten European countries. It reveals hidden treasures of consumer potential for retail lines such as food items, beverages, clothing, as well as health care and hygiene, among others.

Is there another black swan coming for the media world?

October 23, 2014 by in Media & entertainment

There are lots of clichés in the development of mass media over time.  We talk about the ‘fragmentation of the media landscape’ and ‘device proliferation’.  These are now predictable changes occurring gradually over a relatively long time frame.  Our industry can work with these changes as typically their short term impact is overstated.  We need only remember that over time, the changes are usually more significant than their initial impact leads us to believe.

Engine oil in nigeria: an opportunity for large engine oil brands

October 21, 2014 by in Automotive

GfK has mapped the market for engine oil in Nigeria and found that large engine oil brands have an opportunity to gain share in Africa’s most populous country.

A majority of engine oil in Nigeria is sold at gas stations – roughly 70% of total market volumes. If you remove these sales from overall market volumes, though, you see that the car accessories channel is the main sales avenue in disorganized markets. Yet, within the car accessories channel, it is “unknown” engine oil brands that have the most market share.

Rewards: the litmus test for the future of mobile payments

October 13, 2014 by in Financial services

If you are wondering what mobile payments look like in the future, look no further than your current travel rewards programs.

Personally, I’m a loyal airline flier and credit card user – and due to my loyalty, my behavior is easily influenced when I book travel and make large purchases. The benefits of being loyal means earning miles, qualifying for upgrades, boarding my flights early, and, of course, using my miles for free flights. In short, I like earning airline miles and that benefit has changed my purchasing behavior over time. There are many travel rewards program to choose from across hotels, airlines and other providers but mine offers the best benefits given my needs.

Why Japanese tire manufacturers need to be ready for the next tax hike

October 8, 2014 by in Automotive

Young Japanese are known around the world as trendsetters – in the world of anime, manga or music, for instance. You may be surprised to know that Japanese young people are trendsetters for tire prices as well.

Our recent study showed that when it comes to tires, young people are more price sensitive than older Japanese. That’s one reason young tire buyers recently invested before a sales tax hike from 5% to 8% that took effect in April 2014.

The (Social) Science of Complaining for Belgians

October 8, 2014 by in Consumer Goods, Retail

Remember that time you wrote a letter and sent it to your energy provider because you were unsatisfied with your bill? The digital evolution has caused a lot of changes in the (corporate) world, while the rise of Social Media has taken away the role of ‘gatekeepers’, holding off information, or complaints.

3 out of 4 Belgians have complained at least once, and more and more these complaints are taken to Social networks such as Twitter and Facebook. They reach out, not only to manufacturers, retailers or service providers, but also to millions of other consumers. This requires a whole new approach from the company to the complainer.

Understanding the “Whys” Behind Your Brand’s Health

October 7, 2014 by in Health

As new brands gain approval and brand teams begin to manage in-line business imperatives, they are starting to ask their ATU trackers to move beyond the “what” of measuring awareness, trial and usage. With valuable brands at stake, they are beginning to require answers to why their brand is healthy and what is behind their brand’s health.

To answer the “whys,” GfK’s R&D has turned a technique from qualitative research into a projectable quantitative tracking tool called Consumer Brand Relationships (CBR).

Adventures in Cord-Cutting

October 6, 2014 by in Media & entertainment

Now in its 34th year, our recently released 2014 Ownership and Trend Report[1] not only provides subscribers with long-term trends, but also insights into contemporary media business issues. A key issue of recent concern is cord-cutting – how prevalent is it, and what do cord-cutter homes look like? With a fully representative and projectable sample, we can supply a highly reliable look.

Putting It All Together: How Data Science, Technology and Retail Banking Can Delight Customers

October 2, 2014 by in Financial services

Who hasn’t had poor experiences with their bank branches? The mere thought of waiting in lines to transact with a teller, sitting with a customer service rep who started work the week before and has no idea who you are, what you need or how best to serve you gives me a stomach ache. Where’s my mobile banking app, please?

However, advances in what the tech industry calls “anticipatory technology” as well as some well-touted new mechanisms like Bluetooth Low Energy (BLE), in-store sensors called “beacons” and modern data management and analytical tools have the potential to make me a delighted customer in a branch.