GfK Insights Blog

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Recent Posts

Luxury Shopping 2015: Only bloggers show signs of weakness

November 23, 2015 by in Fashion & lifestyle, Retail

The internet is both market place and exchange platform – also for luxury buyers. Mobile devices keep paving new ways online for them when it comes to information about their favorite brands and online shopping. The good news for stationary trading: The special meaning of the point of sale will most widely remain unaffected by increasing online awareness since it is a place of unique brand and shopping experiences. Luxury customers value the internet above all as a source of information. While luxury brand and magazine websites benefit from it, bloggers as trend-setters, show signs of weakness and cannot fully replace print/online magazines.

Personal care items from Mars and Venus

November 18, 2015 by in Consumer Goods

Let’s face it. Sometimes the title of that self-help book popular in the 1990s still rings true: Yes, men are from Mars and women are from Venus.

When it comes to shopping for personal care items, I definitely see more differences than similarities. Indeed, talking about the differences between men and women is an age-old favorite pastime for millions of people around the world.

Before I take up that favorite topic, I’d like to point out that the difference in the way men shop for and think about the growing category of personal care items, compared to women, is an opportunity for marketers because men and women do not engage with the category in the same way.

Unlocking the Smart Home opportunity

November 18, 2015 by in Technology

The key to unlocking the smart home opportunity is communicating the broader benefits it will deliver and how it will actually work in the home

In our recent global study, we asked people in seven countries to say which technologies they felt would have an impact on their lives in the next few years. Eleven leading edge technologies were on the list –including wearables, connected cars, 3D printing, the Internet of Things – but it was smart home technology and mobile payments that stood out, with half of people internationally believing that these will impact their lives in the coming year or so.

Brand and ad tracking is now as easy as ordering an Uber

November 17, 2015 by in Consumer Goods, Technology

We live in an age of instant gratification. In case you’ve been under a rock for the past five years, consumers in most of the developed world can now order virtually anything they want, whenever they want it.

Today’s connected consumers order their transfers to the airport, or across town, via Uber, Lyft or Gett. They order food for delivery — whether it be a whole meal or even a single missing ingredient for a specialty dish. They can even order wine or liquor to keep the party going. If they really want to push the limits, they can even order a bartender to mix those drinks, all at the tap of an app.

Focus on success: four tips for promoting beauty products on social media channels

November 16, 2015 by in Consumer Goods, Fashion & lifestyle

The secret to sustained success when promoting beauty brands on social media is to have a well thought-out, focused social media strategy. Here are four tips for promoting beauty products on social media.

1. Match the channel to the campaign

Beauty brands typically “splurge” their content across social media channels without giving enough thought to the role of each medium. Successful brands understand the strengths of the different platforms.

For example, Dove’s brilliant “#SpeakBeautiful” campaign couldn’t have run anywhere else: it demanded the real-time capabilities of Twitter. Twitter and Instagram suit Chanel’s up-to-the-minute exclusives from fashion shows. And YouTube is where Dove’s provocative and informative videos make the best impact.

Young Shopper: How India’s youths wants to shop!

November 12, 2015 by in Retail

The youths of India remain loyal to shopping in person. 78% of young people surveyed said they will continue to shop in-store at least to the same extent as now or more, compared to 69% of older shoppers. In fact, 51% of youths said they will visit shops more. This is significantly more than the older age group (22-65 year olds), where only 28% said they will use shops more.

Physical shops are seen to give credibility to retailers in India, particularly by youths: 44% of young people and 32% of the older age group state that they only buy from online shops that also have physical stores.

UX and market research: The future of innovation research

November 12, 2015 by in Technology

Recently, a client came to us looking for help in designing a new product to revive their languishing business. Despite offering superior technology, their products were struggling, while a key competitor had been gaining momentum.

We started with an Expert Review of products offered around the world. Our detailed examination of each product’s features returned an expected outcome – our client’s product delivered offered technically superior features than its competition. So, why was their business struggling?

Finding your brand’s beauty cause – stories of social media success

November 10, 2015 by in Consumer Goods, Fashion & lifestyle

L’Oréal’s “Destination Beauty” relaunch was more than just a facelift. It was a radical redirection. The brand converted from a brand channel into a brand-sponsored, vlogger/creator-curated channel. A bold shift, but a smart one considering the appeal of the vlogger community. But this is not simply a brand following the lead of beauty influencers. There’s much more to L’Oréal’s social media strategy.

“Destination Beauty” is single-mindedly, utterly dedicated to tutorials from vloggers passionate about beauty. There are no ads or overt product plugs, it’s all about learning. The theme is carried across L’Oréal’s breakthrough online magazine and Pinterest site: You’ll find ads in the magazine, but the focus is education. The Pinterest site is built around themed tutorials, from summer make-up to festival fun, and is hosted by L’Oréal representatives, not content creators.

Insight into tomorrow’s retail banking customers

November 9, 2015 by in Financial services

Children born post-Millennial – the first true generation of “Digital Natives” are expected to be more cautious than past generations having grown up in a period of recession and terrorist fears following 9/11.

But how will these formative years influence children’s engagement with financial services? And what effect will this have on their future banking behavior? These are issues that we address in the GfK Children’s Finance Study, conducted with parental consent among children aged 8-15.

The future of shopping – anthony norman

November 8, 2015 by in Consumer Goods, Retail

Retail has changed a lot in recent years, says Anthony Norman. We can now buy products immediately via one-click purchasing, a solution many retailers have adopted, attempting to work around the consumers’ busy lifestyles. This reflects the consumer’s primary need – convenience. Retailers and brands must be convenient – price is not everything! But what is the best strategy for ensuring convenience? The answer lies in Big Data.

GfK FutureBuy is a tool many brands use to do this. This solution monitors shopping across a variety of different markets, determining where retail is going. It also identifies ‘Leading Edge Consumers’ (LECs), who can be seen as ‘Tour Guides’ to the shopper of the future. LECs possess three key characteristics: