Recent Posts

The “Device Neutral” Future of Consumer Insights

April 21, 2014 8:14 am by in Consumer Goods, Technology

Every smart researcher wakes up at least once a year with the same worry in mind:

“Is my research getting in the way of my learning?”

Today, opportunities for getting in the way of our own insights are multiplying. Smartphones, DVRs, caller ID, and other technologies are empowering consumers to filter out what they see as “noise” – with marketing, advertising, and surveys often falling into that category.

Saddled with increasingly crowded schedules, people have become less tolerant of roadblocks to simply getting what they need. They expect that they can watch the latest episode of a favorite show in 15-minute chunks over three days. Or that they can pay a bill at 11:30 at night with just a few keystrokes.

Skip Ad in 5…4…3…2…1

April 17, 2014 7:52 am by in Consumer Goods, Media & entertainment, Retail, Technology

Whilst browsing to watch a product review on one of the world’s most frequented video sharing sites, I was faced with a countdown similar to the title of this post, whilst marketers had a brief interlude to try and hook my interest before I was able to skip to the start of the video review. It made me think about some of the challenges faced by those who use digital marketing to communicate their messages.  Roper Reports® Worldwide data tells us that, currently, just 12% of Global consumers see advertising on the Internet as a trustworthy source of information – a figure that does not compare favourably with the 39% of consumers who see TV advertising as a trustworthy resource.  Yet in this instance, it was not the type of media that made me so eager to skip forward, rather it was the advert itself, which appeared to be untargeted, given my profile or indeed the subject matter I was researching.

Hispanic Marketing: A Family Affair

April 16, 2014 8:20 am by in Consumer Goods, Retail

There are many reasons to target Hispanic consumers. The most obvious one is size. The US Hispanic population is projected to grow to 79 million by 2030, when they will comprise 22% of the total, growing at more than six times the rate of non-Hispanics. The Hispanic market currently accounts for an estimated $1.2 trillion in purchasing power, and that will only grow too, undoubtedly.

Hispanics are far from being a monolithic group, and targeting such a large and diverse population is no easy feat. But there is common ground in the value placed on family.

Proving the power of cross-media campaigns

April 15, 2014 12:13 pm by in Media & entertainment

Which ad format can we leave out of our campaign without jeopardizing the overall impact?“  If this question sounds familiar, you are not alone. We are living in a cross media world. There hardly is a television campaign today which is not combined with digital advertising, including search, display and retargeting.

Despite the obvious overlap between different media in today’s digital world, the way the audiences are researched remains almost entirely siloed. This creates a huge challenge for today’s advertisers and marketers, who are tasked with fine-tuning media plans that maximize audiences and deliver the best return on investment. Many different digital ad formats are booked and it is unclear which ones deliver the most value in combination with TV.

Japan leads the market for electric vehicles: Perception & Consideration high

April 15, 2014 8:12 am by in Automotive

Japan is the leading market for electric vehicles (EVs), with the majority of customers having a favorable overall opinion of them (82%) and considering a purchase (63%), according to a GfK study in six countries.

The study showed that Japan stands out as the only market in which EVs are seen as meeting direct personal needs. Everywhere else, consumers see the main benefit of EVs as societal – e.g. the cars are seen as environmentally friendly. The study surveyed consumers in China, France, Spain, Russia and the US, as well as Japan.

Market Research and Health: Measurement Advances That Matter to Marketers

April 15, 2014 8:09 am by in Health

The health marketing playbook has been rewritten. Niche therapies, service and tech innovation, market access strategies and digital platforms have all played their parts. Sales and marketing professionals need to be talking with their research partners about how to monitor performance and shape strategies in this new age.

In our latest video blog, Justin Edge, Managing Director of Health (North America) at GfK, discusses several key ways that traditional health research approaches are combining with, or giving way to, forward-thinking solutions.

For more information please contact Justin Edge at

Chinese consumers reluctant about electric vehicles

April 15, 2014 8:08 am by in Automotive

A GfK study in six countries showed that Chinese consumers are the least interested in electric vehicles (EVs), due to price and reliability concerns.

The study surveyed consumers in China, as well as Japan, France, Spain, Russia and the US. In all six countries, more than half (55%) of respondents had a favorable opinion of EVs. The top three positive factors associated with EVs are the indirect benefits of low emissions/ environmental friendliness (77%), innovativeness (76%) and less noise pollution (73%).

How Should We Decode Online Chat About TV Shows?

April 11, 2014 5:04 am by in Media & entertainment, Technology

The concept of the living room being full of distractions from the TV is of course nothing new; be they board games or magazines, friends or family, there has always been something else drawing our eyes elsewhere (and let’s not forget that the living room pre-dates the television!). Increasingly, however, it is the lure of online that is having a dramatic impact on our TV-watching behavior. Whether we are sharing thoughts with our personal networks via Facebook or expressing an opinion in the open-source world of Twitter, we are engaging with TV content in new and dynamic ways. So how can programme makers and media owners make sense of this change in behavior and engagement using online conversations?

Is it time for the pharmaceutical industry to go back to school?

April 9, 2014 11:01 am by in Health

Medical education is an important part of the pharmaceutical marketing mix. Every year we plan how to educate healthcare professionals on the latest developments in our therapy areas so that they can bring the benefits of our innovations to their patients. And we as an industry do this in a variety of ways, including medical conferences, journal articles and medical education programs. In fact, we spend vast amounts of money on medical education without really knowing how successful our efforts are or what the ROI is.

How Spanish buyers see electric vehicles and what it means for Tesla

April 7, 2014 5:11 am by in Automotive

Spanish consumers show a deep and clear divide between their knowledge about electric vehicles and their willingness to buy one.

A GfK survey showed that more than half of Spanish car buyers are willing to select an electric vehicle, but only 15% believe they know them well.

For instance, familiarity with electric vehicles is low despite the fact that 65% of potential car buyers in Spain in the next two years have a highly favorable opinion about them. Meanwhile, some 9 out of 10 respondents associate electric vehicles with the concept of “low emissions.”