GfK Insights Blog

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Recent Posts

10 potential benefits of new in-car audio technology

May 4, 2016 by in Automotive, Technology

Each year, thousands of people worldwide are injured or killed in motor vehicle accidents involving a distracted driver. Rapid growth in the installation and use of in-vehicle electronic features, along with an array of associated visual and auditory cues, are adding to driver distraction. Future in-vehicle electronic systems will need safer and more intuitive designs to enhance the driving experience while, at the same time, reducing the risk of distraction for today’s multitasking drivers.

Data points vs. people: the increasing importance of a Single Customer View

April 29, 2016 by in Media & entertainment, Technology

As the world has become increasingly digitized, digital marketing and advertising ecosystems have grown into huge digital rivers of information where offline and online data converge.

Information collected via the “Internet of Things” – from our cars, heating systems, coffee machines and even our pets’ food bowls – will swell this river of data further still.

With such diverse digital data trails being created, the message for brands, media agencies and media owners is clear: move away from a siloed understanding of your audiences and embrace a data strategy to build a complete view of your customers – The Single Customer View.

Reimagining experiences to grow your business: 3 steps to digitally transform your consumer packaged goods

April 28, 2016 by in Consumer Goods

When Consumer Packaged Goods (CPG) manufacturers think digital, behavioral tracking and social media often come to mind. However, as we’ve uncovered in our Tech Trends Report, innovative technology is changing consumers’ lives and subsequently, the products and services they purchase. When leveraged correctly, virtual reality, augmented reality, connectivity, artificial intelligence and other innovations offer CPG brands a great opportunity to completely reshape category and brand experiences.

But how do you deliver this innovative technology in a meaningful way for your customers? How do you ensure it supports your brand promise? Drives customer adoption and loyalty? Consider these three steps when reimaging your user experience:

Guided cooking: Consumers are embracing the convenience of “smart” kitchen appliances

April 27, 2016 by in Consumer Goods, Retail, Technology

Small “smart” appliances such as vacuum cleaning robots or automated espresso machines have the potential to remove the drudgery associated with household tasks for today’s connected consumers. For households that own them, these devices can free up valuable time and energy. One of the most rapidly growing segments in the smart small appliance market is kitchen machines, sales of which are experiencing explosive growth as “guided cooking”, a concept that provides consumers helpful guidance for every step of their meal preparation, takes hold.

4 considerations for innovating the automotive industry

April 26, 2016 by in Automotive, Technology

I recently chaired the World Autonomous Vehicle Summit in Stuttgart, Germany where speakers and attendees peered into their crystal ball to understand what the future holds for the automotive industry. How do manufacturers innovate to embrace the future? What does ‘innovation’ really mean in terms of success? What impact will autonomous driving have on the industry? I reflected on these questions as applied to recent technological announcements and published research. Several themes emerged from these which resulted in four considerations for those innovating the next auto frontier.

4 ways financial services companies can better their omnichannel marketing

April 21, 2016 by in Financial services, Technology

Recently, I noticed a new credit card offer that sounded great. So, naturally, I clicked on the ad. Instead of sending me to a separate landing page with more information, I was unpleasantly surprised when the ad re-directed me to the bank homepage. Annoyed, I continued my online banking. However, while they lost me with that online banner, the campaign was multichannel and still managed to pull me in.

3 guidelines to successfully integrate digital into the dining experience

April 20, 2016 by in Consumer Goods, Technology

The opportunities for restaurants to introduce a digital component into the dining experience are wide and diverse. However, for this exciting technology to result in happier, more engaged and satisfied diners, integration must maintain focus on the entire experience, not just the digital interface itself.  After recently dining at a restaurant that incorporated a digital interface, with my UX ‘hat’ on, I came away with three guidelines to ensure that a strong user interface leads to an overall good experience for your restaurant diners.

Energy efficiency: the rise of the ‘A’ team in domestic appliances

April 13, 2016 by in Consumer Goods, Retail, Technology

Picture the modern, Connected Consumer: they can use their smartphones to turn down the heating at home if the sun comes out. They can pay bills online and check their bank balance. They can even monitor their home energy consumption via an app at any time of day or night.

With this level of on-demand updates and control – not to mention high energy prices and constant news stories on the need for environmental action – it is no surprise that consumers are increasingly conscious of their personal energy use.

Realizing the future of the smart home with early adopters

April 8, 2016 by in Consumer Goods, Retail, Technology

The smart home is already a burgeoning market, with players from across sectors looking to get in on the action, but what of its future? We recently carried out a global study of 7,000 consumers in seven markets – Brazil, China, Germany, Japan, South Korea, the UK and the US – to assess consumer attitudes towards the smart home. 17% of these were Leading Edge Consumers (LECs), those who are quick to adopt new technology, savvy about its use and potential, and influence others. Where LECs lead, the mass market usually follows. But in which direction is this group of early adopters heading?

Fusion is the new black: Unifying published media consumption across platforms

April 6, 2016 by in Media & entertainment, Technology

Data fusion, or the integration of two separate datasets, has been employed in market research for around 40 years. In the media and entertainment industry, fusion is one of the most effective and often efficient and pragmatic means to achieve the increasingly important goal of delivering a full account of brand consumption across platforms. So, why should published media brands and agencies focus on and leverage data fusion?