GfK Insights Blog

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Recent Posts

The IAB Believes…digital ad measurement needs standardization

August 27, 2015 by in Technology

Last week, the IAB posted the second of their 5 “IAB Believes…” blog pieces, focusing on viewability of digital ads. Their focus in this post is the inconsistency of digital ad measurement definitions when it comes to the visibility and viewability of ads on the page. They are looking to address this with the Joint Industry Committee for Web Standards (JICWEBS).

Camera, action! Capturing social media intelligence to inform the action camera market in Germany

August 26, 2015 by in Technology

Social media is widely accepted as being a rich source of data that can be studied and used by brands to identify trends and consumer needs. We run one such study on an ad-hoc basis for the action camera market in Germany to show how brands within this field can use social media to inform their brand strategy.

The study provides insights into who is talking about action cameras, the authors of the buzz-content, and whether this is media or consumer driven. It also offers insights on what is being discussed on different channels and what are the main sentiments or views expressed are for each of topic.

Amazon Prime deal with Clarkson and Crew – a move into the fast lane, or an expensive car crash?

August 26, 2015 by in Media & entertainment

Amazon Prime’s acquisition of the yet to be re-titled “Son of Top Gear” looks set to be one of the defining moments in recent TV history. It may not be the first original series that the video service has commissioned but it is, without doubt, by far the most significant.

Viewers worldwide are expecting that apart from its new title, this show will have as much entertainment value, presenter buffoonery and tentative links with the world of motoring as the original format. Indeed, now released from the shackles of the BBC’s public remit and OFCOM’s broadcasting codes, there is even greater capacity for mayhem as Clarkson, May and Hammond push the boundaries even further.

The IAB Believes…brand safety scepticism

August 25, 2015 by in Media & entertainment, Technology

Last week, the IAB posted the first of their 5 “IAB Believes…” blog pieces, focusing on brand safety. In this first piece, they focus on the bad PR when an ad is delivered in inappropriate places and there is a passing reference to the spend that is wasted. The solution pushed by the IAB is signing up to Digital Trading Standards Group (DTSG)’s Good Practice Principles.

Spot the difference? Combating commoditization in the Asian tech market

August 24, 2015 by in Technology

The tech market in Asia now leads the world, driving global economic growth. And it presents the greatest growth potential, thanks to a rapidly expanding middle class. More than 72% of APAC tech spending in 2014 was on smartphones, tablets, LCD TVs and laptops, compared to 50% of global spending.

But it’s not all good news for tech brands. As original equipment manufacturers (OEMs) and me-too’s enter the market and the big name brands expand their line ups, the proliferation of options is accelerating commoditization. It’s increasingly hard for consumers to appreciate differentiation thanks to feature cloning, software standardization and product integration. It’s what we call “the paradox of choice”, the more options there are, the fewer the differences that consumers perceive. Or to put it another way, there are simply too many options and not enough choices.

Five steps for optimizing your marketing investments in an increasingly digitalized multi-channel health market

August 23, 2015 by in Health

The number of touchpoints your stakeholders have with brands is ever-expanding, from traditional to digital and beyond. Successful brands use positive and memorable experiences to connect and build long-term relationships with customers like healthcare professionals (HCPs) that are foundational for future market success. So how do you ensure success for your brand?

    1. 1. Understand in which context the brand communication is happening

Besides measuring brand awareness and prescription behavior and preferences, it’s important to examine where the activity surrounding your brand communication is occurring. Whether it’s sales representatives’ visits, medical ads in physician journals or patient feedback on social media, coverage of the entire breadth of the multi-channel environment is essential.

Uncovering the emotional components of brand equity in health research

August 21, 2015 by in Health

It’s really no surprise that physicians’ decisions on drug choices are not reached through rational thinking exclusively. Although healthcare professionals (HCPs) will tell you that facts determine their decisions, we all know that emotional and social effects play a crucial role as well. That’s why you might want your ATU tracker to move beyond measuring only awareness, trial and usage to offering insights for a better understanding of brand equity. The problem is that most ATUs track brand health by measuring intended behavior or using an index that combines both measures. These more traditional brand KPIs often fail to differentiate between brands, do not provide valid information on the emotional and social bonds HCPs form with brands and provide only limited information on a brand’s future potential. Thus there is a need for more sophisticated and holistic brand health metrics. What is essential is a valid equity evaluation. Further on in this article, we’ll discuss the importance of distinguishing latent and active brand equity.

Tech forward with teens: Stepping outside the new media bubble

August 20, 2015 by in Media & entertainment

Sitting at a recent media conference, I once again heard someone tell how their family – and especially their teen – is the example of how the media market is being disrupted, or even dying. These “my family” anecdotes are so prevalent at media conferences that, for the last couple of years, I’ve kept a running total of them, just for amusement.

But these anecdotes confound me, as they tend to reflect the “bubble” that many media people live in – a state of being unlikely to be to found west of the Delaware River or east of Interstate 5 (on the West Coast). And this presence in the bubble may distort their perception of the overall marketplace.

And the winners are…health and fitness devices!

August 19, 2015 by in Technology

Reading the media could arouse the impression that the wearables market is solely the domain of smartwatches, such are the headlines dominated by tech giants we traditionally know from the smartphone market. But dig a little deeper and you’ll find that, in fact, a lot of top-performing wearable brands have a legacy in the health and fitness industry, not in smartphones. So what does the latest sales data tell us about which devices are currently king? And where should brands focus their efforts in the future?

Satisfaction with leisure time: a new national divide?

August 18, 2015 by in General, Travel

The busy pace of life is a popular complaint for many people, but there are notable differences between countries. Russia and Japan have the highest percentage of people actively unhappy with the amount of leisure time they get – while Americans, Canadians and British have the highest percentage who are satisfied.

Across all 22 countries surveyed, well over half (58 percent) of people say they are completely or fairly satisfied with the amount of leisure time that they have. Only 18 percent are unhappy in total, including 4 percent who are not at all satisfied with their amount of leisure time. The remaining quarter (24 percent) are neutral on the topic.