GfK Insights Blog

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Recent Posts

Budgeting for the car of the future: Germans will pay more than other Europeans

November 24, 2014 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 Germans and their expectations of the cost of mobility from the car of the future.

Inclusion and consideration of patient preferences in early benefit assessments in Germany

November 21, 2014 by in Health

The patient’s perspective is becoming increasingly important in healthcare decision making. Patients as “end users” should be involved in the health technology assessment (HTA) process to broaden the perspectives of assessments and advice provided to decision makers [1]. Patients can provide information on their daily experiences with diseases and treatments, their needs, their views on aspects not measured in studies, or they can state their preferences for various therapy aspects and treatment endpoints.

Inclusion of patient perspectives in health technology assessments (HTA)
HTA agencies include patient views in their appraisals in different ways and to various extents.

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The Final Word on the Pros and Cons of NPS

November 20, 2014 by in Retail

I can’t take seeing yet another article extolling the virtues/lambasting the shortcomings of NPS. So I want to lay it all on the table – the pros and the cons – and try to offer a balanced assessment that neither canonizes nor demonizes Fred Reichheld, NPS, or its adherents or critics. Here are my ground rules.

  • Objective: move beyond the near-religious arguments between the apostles and cynics and present facts, experiences and conclusions regarding NPS
  • Approach: describe, analyze and discuss the relative merits and demerits of NPS

Infotainment systems plagued by “bugs” or confusing HMIs? A response to “Auto Reliability Survey”

November 19, 2014 by in Automotive, Technology

Consumer Reports recently published its annual report on automotive reliability for 2014. Among the major findings, the single most unreliable component of new cars and trucks is the in-vehicle electronics, aka the “infotainment” systems that control navigation, audio, phone calls, and other features. The magazine went so far as to describe the customers’ problems with these electronics as a “growing first year reliability plague.”

The magazine mentions unresponsive interfaces and failed Bluetooth phone pairing as major concerns. While the report described these issues as “technology errors” and “bugs,” at GfK we frequently see predictable usability issues misclassified as system malfunctions.

Epic marketing failures – make your campaign unforgettable, for all the right reasons

November 17, 2014 by in Uncategorized

Every brand wants their marketing to be memorable. But no one wants to have it remembered for the wrong reasons. However, learning from mistakes is important. We took the chance to highlight a few unfortunate marketing “happenings” at the Unleashing Data Summit in Amsterdam so attendees could see how research might have helped avoid them.

Social media has changed the rules of marketing. Get it right and your message can be amplified virally around the globe in a matter of minutes to millions of consumers. Get it wrong, and the same thing happens but this time it’s negative, and you’ve lost control of the situation.

Will US pet retail go to the cats? feline food ready to grow

November 12, 2014 by in Retail

In the US retail pet marketplace, dog food sales continue to dominate compared to income from their feline cousins. According to recent reports from our point-of-sale data, however, focusing on cat food may represent an untapped opportunity for manufacturers.

In our latest video blog, Maria Lange (Senior Product Manager, GfK Retail and Technology) shares findings from our data and explores this potential sales win.

For more information, contact Maria Lange.

Healthy living goes mainstream in america

November 12, 2014 by in Health

Healthy living has hit mainstream America, with more people changing their attitudes, lifestyles and shopping habits toward health and wellness.

In our latest video, Susan Nunez (VP of Advertiser Sales, GfK MRI), and Carlos Santiago (President and Chief Strategist, Santiago Solutions Group) discuss this growing trend and how the SSG Wellness SpectrumTM powered by GfK MRI is helping marketers target consumers according to their wellness-related attitudes and behaviors.


For more information about the SSG Wellness SpectrumTM powered by GfK MRI, view our press release or contact Susan Nunez and Carlos Santiago.

Ticket to ride: it’s the journey, not the destination

November 11, 2014 by in Technology, Travel & tourism

In the beginning there were travel agents: people we had to talk to about booking our next holiday. Back then we knew what we wanted and a travel agent could help us to get anywhere as long as we had a valid credit card.

Fast forward a decade or more and today’s ‘connected’ world means instant gratification for the ‘always on’ traveler who can explore, locate, compare, search, bargain, and pay from the convenience of their mobile phone. Holiday makers can book a trip to the most remote places on earth while sitting on a train – that is when they are not uploading holiday photos to Instagram, or tweeting an airline for losing their beloved guitar.

The japanese tire market: different generations, different preferences

November 10, 2014 by in Automotive

The automotive aftermarket in Japan consists of four main sales channels, and who uses which one to buy tires depends on the driver’s age.

Our research shows the main sales channels are: car accessories specialists, tire specialists, car dealers and the online channel. Among these, the car accessories specialists channel is very important and has been dominated by two top national chains for a long time – AutoBacs (AB) and YellowHat (YH).

Unlocking the mysteries of customer relationships

November 10, 2014 by in Consumer Goods

Companies have more data than ever on their customers, but that information is failing to be turned into meaningful customer relationships or ‘relational intelligence’. In an article published in the Harvard Business Review, our very own John Wittenbraker shares our approach to CRM and urges marketers to rethink their approach to relationships with their customers. This requires a fundamental shift in approach, one that some FMCG players have adopted very successfully, and that others may wish to follow. I hope you’ll be able to read the article in full. I’ve summarized the key findings here: