GfK Insights Blog

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Recent Posts

The cashless society – mobilizing everyday payments

July 3, 2015 by in Financial services, Technology

5% – this is the percentage of all payments made globally, in a store, using a mobile device last year. So, why should anyone care? Put simply, in-store mobile payments are the future. Yes, there are barriers – logistics and security are the main ones – but there are also opportunities for businesses and consumers. Mobile payments will offer a faster and more convenient way to pay on a daily basis. It will also create a more innovative rewards system than is currently offered by the cards that we carry with us every day. There are, however, a number of hurdles on the path to widespread adoption.

Future of Retail: Where do I find them?

July 1, 2015 by in Retail

The meteoric rise of digital combined with economic uncertainty has changed the path to purchase forever, creating a whole new raft of challenges for anyone selling through retail channels. We will address these challenges in a series of four blogs, entitled “The future of retail”. As customers change their priorities and the way that they shop, new retail models are emerging at overwhelming speeds. We therefore start our journey by examining where retailers will find tomorrow’s shoppers.

Shopper convenience: the top driver of retail development

June 30, 2015 by in Retail

The availability of more information and choice has changed consumers’ expectations about how, where and when they shop. Consumers are less willing to settle for a ‘one size fits all’ shopping experience. When we asked a panel of retailers and retail experts in an international survey to rate the factor that will have the biggest influence on retail development this year, the top choice was the overall convenience of the shopping experience for the consumer.

Reading emotional response to advertising: How one automaker used it

June 30, 2015 by in Automotive

You’ve been test driving cars and researching the vehicle you want to buy. Now it’s down to decision time.

How exactly will you choose the brand, the features and the color you want?

Most of us imagine that our choice will be completely rational and based on pragmatic thinking. Of course, we’ll naturally choose the right car by considering our personal list of wants and needs and the hard facts we see in front of us.

Though it’s easy to believe we are capable of making a rational decision on something like a car, recent brain research and psychological studies show us how misleading that idea is. In fact, there is no decision that is made without emotions.

Research got it: The 20-year generational wave that led to marriage equality

June 29, 2015 by in General

Sometimes it can seem like we have to work to prove the research we do is relevant. But it is. Data point to the changes unfolding every moment, every day in the world around us. The US Supreme Court landmark decision on marriage equality is just the latest case in point.

Key trends in the global smartphone market: Part 1

June 29, 2015 by in Technology

1.2 billion smartphones were sold globally in 2014, and in the first quarter of 2015, smartphone unit demand was up +7% on the same period of last year. So what is driving this continuing success story? We’ve identified four key trends influencing the global smartphone market.

1. Bigger Screens

Globally, sales of smartphones with larger screens (5”+) grew +180% in 2014, and have continued to drive growth in the first quarter of 2015. Share of such devices grew from 32% – or one third – of the global smartphone market in the first quarter of 2014, to 47% – almost half – in the first quarter of 2015. So it is no surprise that super-sized screens are expected to be the largest sales segment worldwide in 2015, surpassing the 4 to 4.5” segment for the first time.

FinTech and Financial Services innovation at a Crossroads

June 26, 2015 by in Financial services

While attending this year’s Emerge Conference in Austin last week, it became apparent to me that the financial services industry and the tens of millions of Americans hoping to successfully manage their financial affairs, are at a critical crossroad.

Emerge is the annual conference run by the Center for Financial Services Innovation. CFSI, through the leadership of Jennifer Tescher, has for over ten years led the charge to bring together the key constituents in banking, payments, government regulators and financial tech start-ups, to focus on and address the challenges of what is today nearly six-in-ten (57%) of Americans who say they are “struggling financially”.

Configuring and buying cars online: Still a dream, or approaching reality?

June 25, 2015 by in Automotive

I found a great new yoga outfit when I was doing some online shopping the other day. First I zoomed in to see the fabric up close. This helps to see if the quality is good and stretchable and feels soft – so needed as you cannot “touch” it. I glanced at some reviews, chose my size and color. Click, and it went into my shopping cart.

I work in automotive marketing at GfK, so my thoughts came back to cars at some point.

User Experience essential to healthcare product development

June 24, 2015 by in Health, Technology

In our latest video blog, Korey Johnson (SVP, User Experience, GfK) discusses the importance of integrating User Experience research into the innovation process of healthcare-related products. Johnson advises product developers to consider real-world applications, use environments and user behavior to ensure delivery of a superior product design.


For more information contact Korey Johnson at


When we think about innovative healthcare devices, the temptation is to focus on jazzy bells and whistles and those things do have their place. But even the cleverest device will not win over users and regulators if it doesn’t perform as expected at the most basic levels.

The shopper of the future: 4 key trends to attract young shoppers to new products

June 23, 2015 by in Consumer Goods, Retail

With so many options for today’s consumers, how do brands succeed in understanding and influencing their shopping choices? Our research shows that when it comes to where shoppers aged 16-21 go to discover new grocery and personal care products, and how they say they are made aware of them, their use of media is more traditional than you might think. This contradicts the view that younger shoppers are impossible to influence or pin down. Rather it shows the nuances and subtle differences in their behaviors, and the importance of adapting strategies and tactics in response. In our Global Young Shopper Survey we uncovered four ways to really get brands noticed by young shoppers.