GfK Insights Blog

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Recent Posts

Safety first: the road to self-drive

January 23, 2015 by in Automotive, Technology

Not so long ago it was a concept associated with science fiction. Now the dream of the self-driving car is on its way to becoming reality.

Obviously there are legal and regulatory hurdles still to overcome, but self-drive technology has been developed and refined, and self-driving cars will be on our roads much sooner than we imagined. So how are consumers reacting to the idea?

Rating appeal

In a recent global survey, 5,800 consumers in six markets were asked to evaluate driving concepts including that of the self-driving car. Overall, it appealed to 66% of those surveyed. The most frequent positive associations with self-drive given by those surveyed were “relaxed” and “free”. The most frequent negative associations given were “anxious” and “trapped”.

How brands can make friends and influence people

January 22, 2015 by in Consumer Goods, Media & entertainment, Retail

“A brand is a living entity—and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” Michael Eisner (former CEO of Disney)

It’s 2015 and our relationships with brands are deeper and more complex than ever. Social media has given us even more exposure to the brands we love (and sometimes those we don’t) by providing a platform for two-way conversation with them.

Europeans agree: in the future we’ll pay more for safer cars

January 19, 2015 by in Automotive

GfK and AutoScout24 surveyed around 8,800 people for the report ‘The Cars We Want Tomorrow’. Drivers aged 18 – 65 in seven European countries (Austria, Belgium, France, Germany, Italy, the Netherlands and Spain), were surveyed on a wide range of topics, from safety to cost, comfort to the environment, connectivity to design. In this article we look at safety concerns.

When it comes to the cost of getting about by car, Europeans are certainly price-sensitive, but where safety is concerned, they are willing to spend significantly more when buying a vehicle – and this applies across all the groups we surveyed, not just those with higher incomes. A total of 93% consider safety important, 73% saying it’s very important. The country comparison shows Austrians to be the most safety conscious (97%), closely followed by French, Belgians and Spanish (94%).

The corporate IoT and security

January 15, 2015 by in Technology

The “Internet of Things” (IoT) is one of the most revolutionary trends in technology today. It is often referenced in relation to the ‘smart home’, where household appliances, meters and devices autonomously communicate with each other via the internet and wireless signals. Yet the IoT is incredibly relevant to business too, unlocking numerous opportunities, from improved internal efficiencies to superior external products and services. But it does not come without its risks – what were once individual objects must now be seen as nodes in an interdependent system, open to more methods of infiltration than ever before. So how should businesses measure the risks of investing?

The Power of Ethnograpic Immersions

January 13, 2015 by in Technology

“I want to understand the world from your point of view. I want to know what you know in the way you know it. I want to understand the meaning of your experience, to walk in your shoes, to feel things as you feel them, to explain things as you explain them. Will you become my teacher and help me understand?” ― James P. Spradley

Many of us are familiar with the holiday experience; delighting in different foods, clothes, languages and ways of expressing emotions. While this is a good start to understanding similarities and differences of cultures, lately, we find ourselves going so much further in qualitative research.

What do Italian drivers want from tomorrow’s car infotainment systems?

January 12, 2015 by in Automotive

In a competitive global marketplace, one key way for auto manufacturers to keep customers satisfied is to anticipate and meet their future wants and desires. We asked drivers what multi-media and entertainment features they might want in tomorrow’s car.What they wanted differed by market – sometimes a little, but for some factors quite significantly. This means car manufacturers need to adapt their models for each country, and to do that they need to understand those market differences.

What do Italian drivers want from future car infotainment systems?

Show me an app that can sell…

January 8, 2015 by in Financial services

Despite the fact that we all know better, at times we eat food we shouldn’t, we don’t get enough exercise, and we don’t get enough sleep. In short, we put off things that cause us short term pain even though there are tremendous long term health benefits.

2014’s Most Notable Media Insights

January 7, 2015 by in Media & entertainment

It’s the end of the year and time to look back on the reports released through The Home Technology Monitor™, our syndicated series of reports on media ownership, usage, and attitudes. What were the most important – or at least most notable – insights which came out of 2014? In no particular order, here’s what I nominate:


  • TV sets have become the screen of choice for SVOD users. Our detailed comparison of SVOD services revealed that about half of users say they typically watch their SVOD service on a connected TV set – a higher proportion than any other screen. I have to admit, I still had the stereotype in my head of SVOD viewing being predominantly laptop or tablet – that’s so 2012! Source: How People Use® Media: Comparing Streaming Services 2014

The car of the future: will ownership be a thing of the past?

January 6, 2015 by in Automotive

GfK and AutoScout24 surveyed 8,800 people for the report ‘The Cars We Want Tomorrow’. Drivers aged 18-65 in seven European countries (Austria, Belgium, France, Germany, Italy, the Netherlands and Spain), were surveyed on a wide range of topics, from safety to cost, comfort to the environment, connectivity to design. In this article we look at their expectations of how car ownership might change in the future.

Car manufacturers are increasingly thinking about their broader role as mobility providers, but does the European driver take the same view? Not according to this research that suggests that for the majority of Europeans, owning a car will continue to remain the priority for their mobility. Nearly nine out of 10 people surveyed (87%) want to own their own car in the future.

Retail parks: Sustainable investment or hype?

January 5, 2015 by in Travel & tourism

Retail parks are currently a hot topic of conversation: This retail format is increasingly the first choice among retailers and consumers, and investors are now following suit. GfK retail expert Manuel Jahn explores why retail parks constitute a sustainable investment with genuine substance.

Potential? Growth!

We estimate Germany’s retail park market consisting of 250 retail parks at around €12 billion on the basis of the object-specific sales area productivity and feasible rent-to-sales ratios. With currently a 20 percent share of the transaction volume of retail real estate, retail parks have now assumed the status of a stand-alone asset class.