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The 4 Pillars of Tech Trends in 2016 You Must Embrace

February 10, 2016 by in Technology

We are living in an era where making sense of lots of tiny pieces of data holds the key to brand and business success. Organizations with an “analytical culture” will maximize the opportunities this data presents. In our annual exploration of the top technology trends most likely to impact consumers and businesses in the coming year and beyond, data plays a role in each. We’ve identified four themes that will affect how the trends perform: confidence, communicate, capitalize, and collaborate.

Consumer confidence is key to brand trust

Relevant for all our ten trends is the necessity to use data effectively and find the right balance between personalization and being too personal.

Who will triumph in China’s wearables market?

February 8, 2016 by in Technology

While the wearables market hasn’t boomed as manufacturers had hoped, this space is far from stagnant. As we explored in Tech Trends 2016, well-known tech and fitness brands have dived into western markets and subsequent worldwide device sales have been healthy – 77 million in 2015 according to our Trends and Forecasting insights. Yet there’s still huge opportunity further afield. Asia made up 37% of sales last year, and one of its largest nations, China, is set to see an increase in sales of these devices of 80% in 2016. In this increasingly competitive marketplace, players that will win consumers over are manufacturers that are culturally sensitive, answer specific needs with rather simple and affordable than complex and luxurious devices – and deliver clear use cases with immediate value.

Future-proofing TV audience measurement for the “connected” consumers

February 3, 2016 by in Media & entertainment, Technology

In 2015, GfK celebrated 50 years of Television Audience Measurement (TAM) in The Netherlands. Time to reflect how emphatically the media landscape and the TAM challenges have changed, all around the globe: Digitization has been driving the proliferation of different devices and ways of viewing TV content. “Connected” consumers shift from live TV to time-shifted and video-on-demand (VOD) viewing – sometimes simultaneously on more than one internet-ready screen. How and in what time do these trends impact TV consumption? How will we capture latest audience behavior in new dimensions to provide broadcasters and advertisers with the insight they need today and tomorrow? How can we “future-proof” TAM in an increasingly complex and challenging environment?

The future of travel advertising

February 2, 2016 by in Technology, Travel

Virtual reality and augmented reality could be game changers for the travel industry. They offer many opportunities to connect with and excite travelers, using new and engaging promotions and advertising – and even immersive travel experiences in-store. Can the travel industry take it to the next level?

What makes us want to look good?

January 28, 2016 by in Fashion & lifestyle, General, Retail

On average, we spend 4 hours a week on bathing, shaving, getting dressed, doing our hair and putting on make-up (some of us) 1. This combines almost five hours a week for women and just over three hours for men. But what are the big motivating factors that drive us to want to look our best?

Well, when it comes to major (rather than minor) reasons – the most popular motivation is to feel good about ourselves. This was cited by 60 percent of the 27,000 people interviewed, followed by making a good impression on people we meet for the first time (44 percent) and setting a good example for our children (40 percent).

Is it a Netflix world after all?

January 21, 2016 by in Media & entertainment, Technology

Netflix’s recent announcement of their international expansion in 2016 is not unexpected, but still somewhat breathtaking in its scope. While it may seem natural to those in the United States, where Netflix holds a dominant position in the Subscription Video on Demand (SVOD) space and in other early markets where it is a well-known brand, but this latest overseas growth is not as much “a sure thing” elsewhere.

Eight key concerns for entering developing markets

Certainly Netflix will enter these new markets with a well-known brand name, which may be less connected to its actual content than to the fact that US-originating digital brands often have a leg-up on local brands. Netflix will generally appeal to affluent, Western-oriented consumers outside of the North American and Western European markets.

The Internet of Things: GfK commentary from CES 2016

January 15, 2016 by in Technology

Didn’t have a chance to attend CES 2016? Lucky for you, four of our experts: Rob Barrish, Lloyd Wood, Ryan Carney and Heather Rakauskas, attended and have shared their impressions and insights.

Rob Barrish: “Making lives easier through technology”.

Everyone is going to CES to see what the future holds. Tech marketers are proclaiming that the future starts today. It’s about everything seamlessly working together. The Internet of Things (IoT), one of the biggest themes of the conference, makes that happen. However, it wouldn’t be possible without all of the amazing collaborations announced at CES.

The Peruvian Shopper

January 7, 2016 by in Consumer Goods, Retail

If one wants to assess opportunities for innovation or re-launching in the Peruvian market for next year, one way is to understand the different ways that people buy. Here a couple of examples of what happens in the country and, possibly in similar Latin American countries.

As curious as the dark side of the individual

January 6, 2016 by in Consumer Goods, Fashion & lifestyle, Retail

Segmentations can be an incredibly powerful tool for businesses, providing strong platforms for innovation and a targeted approach to customer relations. However the strength of segmentation hinges on the level of similarity between the individuals in each segment. The greater the similarity the more comprehensively the group represents its individuals and as such the more accurately it predicts their behavior.

The more angles that we can describe the individual from the more points of similarity we can draw between them. Each individual angle is only part of the picture of the individual, like the sun shining on the moon.

Purchasing power: All-rounder among market indicators

December 15, 2015 by in Consumer Goods, Retail

There’s no limit these days to the volume and type of data that companies use to improve their competitiveness. Much of this data is unique to the industry in question, but some market indicators such as purchasing power have nearly universal application. A measure of the population’s disposable income, purchasing power data is the primary benchmark for determining consumer potential. So why is this market indicator so valuable and versatile? Simply put, purchasing power shows companies and manufacturers where the population has sufficient disposable income to spend on retail purchases. And even more importantly, good purchasing power data shows how this disposable income varies throughout the entire market and at different regional levels such as municipalities and postcodes.