An industry in flux

The Technology Products and Durables sector faces massive challenges in 2022. After huge growth during the pandemic, it now sees a marked deceleration, exacerbated by inflationary pressures and geopolitical instability.

Despite the uncertainty, there’s still growth to be found for smart brands and retailers. The new product trends and changes in consumer preferences bear opportunities. To stake your claim you just need to know where to look.

GfK: A trusted partner to the world’s biggest Technology Product & Durables brands

With the world’s most robust point of sale (POS) network, and global, long-term panel studies, GfK has the data needed to help you understand your market, brand, and consumer better than ever. With GfK, global partners like Samsung, Haier, Lenovo, and more are empowered to make better business decisions, faster.

Industry disruption continues

The auto industry has faced a challenging few years. While there were hopes for recovery in 2022, vehicle shortages, supply chain disruption, and inflation concerns continue to impact sales and production.

Despite today’s uncertainty, there’s still growth to be found for smart brands and manufacturers. The focus on technology, along with the advancement of electric vehicles, continues to excite auto intenders. To find opportunity, you just need to understand what’s driving your market.

GfK: An expert in the automotive industry

GfK provides the ability to identify, understand and maximize opportunities with our extensive automotive expertise and suite of solutions.

GfK AutoMobility™ is the gold standard in automotive brand, models, and industry insights. We interview over 20,000 verified auto intenders every month, allowing us to maintain the highest-quality data to help keep your finger on the pulse of the industry. Our forward-looking data enables you to identify who is driving shifts in segment and powertrain demand, chip shortage impact on brand loyalty, generational differences in reasons for first choice, increasing or decreasing demand for your brand or models, and much more.

An ever-evolving industry

Today’s media industry has more content consumed than ever before. We stream content through more devices and 24/7 while enjoying personalized media. The data trail is growing rapidly. However, media measurement is becoming increasingly complex with new technologies on which to consume media, new privacy regulations, third-party cookies becoming a thing of the past, and new ways for people to bypass ads.

Despite the industry's challenges, media is still being created and consumed worldwide. You need to know how to measure your media to attract a wider audience and grow your content.

GfK: An expert in media measurement

GfK has been the gold standard in media measurement for the past years. Our team has devised state-of-the-art technologies and rigorous methodologies to identify what channels attract which audiences to evaluate reach and impact. We don’t believe that one size fits all, so we partner with JICs, media owners, publishers, agencies, and brands to develop custom solutions tailored to their needs.

Our suite of solutions help brands measure the performance of their campaigns and helps the media industry create trading currencies across all individual media channels.

Retail hits reset in 2022

The retail industry has been going through a state of drastic, rapid change which has been accelerated over the past two years. The headlines haven’t always looked good – empty shelves due to supply chain challenges, labor shortages, surging inflation, and the closing of many brick and mortar stores. 

Moreover, consumers are shopping in radically new ways. Online sales/e-commerce is at an all-time high. Consumer confidence is dropping, leading to delays in certain purchases. And, after sales of Technology Products & Durables accelerated in 2021, growth is expected to stagnate in 2022.

All this change has forced retailers to rethink strategy, particularly when it comes to digital and omnichannel experiences. What is the right customer journey for tomorrow’s consumers? How can touchpoints be optimized? Which products and promotions will drive revenue? How can I drive demand and optimize conversions? 

Stay tuned as retail hits reset.

GfK: A trusted retail data partner since 1934

With a longstanding history, GfK has partnered with retailers to provide a trusted source of comprehensive, unbiased market-level analysis and consumer insight. Regardless of business type, size, and geographical reach, we always ensure retail data is anonymized and protected by the most rigorous standards. As the gold standard in retail, GfK currently works with more than 130,000 partners, tracking more than 10 million SKUs and more than $1.16 trillion in sales. Retailers use GfK to understand and act on changes in their market, brand, and consumers so that they can stay ahead of the competition.

Improve brand strength, optimize your marketing and drive ROI. The role of marketing is becoming more complex.

Shifting consumer trends, hybrid life, fragmented touchpoints, and global unrest are only a handful of the issues that are upending marketers’ lives. Amidst all this uncertainty, you’re still expected to drive growth, improve brand strength, increase revenue premium, and optimize ROI.

How can you manage?

Targeting the right people at the right time with the right messaging matters. Innovating and building a tighter, more seamless connections with your consumers is critical. And building and measuring the right campaigns is a must, despite stricter privacy regulations and the sunsetting of third-party cookies which pose a new challenge. You need the right access to data and industry expertise to dictate your strategy and educate your organization.

A 360-degree approach to your brand and marketing strategies

Thriving brands are placing customer-centricity at the forefront of everything they do. Are you? To do so, you need a holistic view of your brand and marketing performance. And to really elevate your performance, you need to be able to transform that information into actionable insights so that you can confidently develop winning strategies and make impactful tactical decisions that improve your marketing ROI. GfK partners with you to ensure that your brand and marketing efforts resonate with your customers and drive measurable results.

Discover your target customers to understand how they think, act and buy

Consumer and shopper behavior is changing at a rapid pace

From rising inflation to changes in the workplace, external factors have caused shoppers to change their buying behaviour and preferences.

Customer experience has emerged as a key differentiator between brands. With the rise of omnichannel shopping, customers increasingly demand to shop how and where they want. At the same time, consumers expect seamless online and offline experiences and a greater deal of personalization in their engagements.

Brand preferences have undergone a dramatic shift, with shoppers buying products based on emotion, attachment, and purpose. This places an additional burden on sellers who must now position brands to align with shopper values.

Will you keep up with shifting customer demands?

Reliable access to current consumer, brand, and market data is therefore critical to understand and predict ongoing shifts in consumer demands. This ensures you can sell the right products to the right customer, over the right channel and at the right time.

Truly know your consumers and shoppers

Organizations that understand consumers and shoppers have the power to adapt to shifts in behavior and shopping preferences.

Our extensive data science, AI-backed technology, and gfkconsult expertise will give you the insights you need to build a 360-degree view of both today’s consumers — and the consumers of the future. This will help you accurately segment consumers to build, measure, and optimize winning campaigns that align products with consumer needs and values.

GfK provides data in a variety of formats – from self-serve dashboards and reports to custom consulting and workshops – to answer consumer questions at an unprecedented scale by combining point of sale data with surveys from millions of recent buyers, as well as feedback from online consumer reviews, as well as consulting services.

Leverage GfK's wealth of expertise and knowledge for tailored, actionable and measurable impact on your growth goals.

Will you win in an uncertain world?

Building the capability to quickly predict and adapt to market changes is critical to survive and thrive in an ever-changing marketplace. With the one-to-many sales approach losing its effectiveness, businesses require a deeper understanding of their customers if they are to meet consumer demands and support personalized shopping and channel-specific merchandising.

At the same time, businesses need access to robust real-time market insights to recognize sales opportunities and optimize their strategies and tactics for promotional planning, pricing, sales opportunities across channels and categories, and competitive benchmarking.

Yet there are many challenges. Brands and retailers now contend with supply chain disruptions, increased competition, high inflation, and shifts in customer demands and buying preferences. These complexities mean that it has never been more difficult to stay on top of developments, digesting data, detect the signals from the noise, and take the right decisions.

This instability has also revealed an uncomfortable truth: we should never take it for granted that today’s business practices will work tomorrow.

Futureproof your business with the right data and analytics

GfK’s sales and market intelligence enables leaders in Technology Products & Durables, FMCG, Retail, Automotive, Financial Services, and more to connect the data dots and adjust strategies to win in today’s volatile environment.

With point of sales (POS) and Consumer Panel data, GfK offers the most robust sales and market data that allows you to boost profits and drive strategic growth in today’s fast evolving, highly competitive market.

Understand who is consuming which media, when, how often, and on which platforms and devices, with our media measurement platform

Measure your reach, effortlessly

People consume media content on more channels, and through more devices, than ever before. And with the increasing speed of technological innovation, there’s always another disruption around the corner that changes the way we choose to enjoy content.

Understanding how, when and where audiences spend their time engaging with content is crucial to optimizing your return on investment in your marketing and advertising efforts. Our media measurement solutions help you identify what channels attract which audiences, so you can reach your target audience with a message that resonates, in the right place and at the perfect time.

Our team has devised state-of-the-art technologies and rigorous methods to track who is watching what, where, and how they engage with content. You’ll be able to evaluate who is consuming what content across different media, platforms and devices, and know what the audience thinks about that content.

Gain insights from total media measurement across all platforms

In our approach, one size doesn’t fit all. To reach your audience, or understand the success of your campaigns, it’s crucial to track complex multichannel, multiformat and multi-device behavior.

Our media measurement platform allows you to follow the user on all devices and build a 360° understanding of their viewing and listening behavior. From our total audience measurement, you can then break down your reach across channels to better understand media consumption patterns, and how platforms interact, to create your total audience.

Click below for more on how we capture your audience across different platforms.

Location decisions require a solid strategy that’s responsive to changing market realities. Each individual site must be successful on its own and reinforce the effectiveness of your retail network as a whole.

• What makes your existing sites successful, and where can you find other suitable locations for new sites?
• Which stores should you close, maintain or acquire in order to maximize your network efficiency and optimize sales results and brand presence? 
• How can you avoid laborious location checks and quickly filter the best sites with optimal rent-to-turnover ratios in regions with high potential?

What we do

Our retail network consultancy answers these questions, allowing you to pinpoint the best locations and bring your network into harmonious alignment. We do this by identifying your unique internal and external success factors, and showing you where those conditions are replicated in your markets. We calculate a custom index for your regional turnover potential that illuminates both promising sites for expansion and low-performing areas where closures can be considered. We also analyze any gaps or overlaps in your store catchment areas and show you the impact of competitors and retail synergies. Together these insights give you a blueprint for optimizing and future-proofing your retail network.

How you benefit

Once you know what makes your sites successful, you can select new sites with similar conditions, or close existing sites that don’t meet these criteria. Our analyses also deliver deep insights on the demand in your catchment areas, competitors, agglomeration effects and the available turnover potential. This gives you a strategic roadmap for choosing the best locations, both domestically and internationally. Whether you’re expanding or consolidating, we tell you the optimal number of stores and store types per target region. Our unified and customized approach to location evaluation delivers fast and comprehensive results. This gives you an objective and sound foundation for quickly filtering the best locations and safeguarding your investments.

Why choose us?

Our integrated location intelligence lets you maximize your return on investment in your retail network. We offer:

• Precise location insights for both local and international markets: The unique regional and thematic scope of our location and target group insights lets us match your success factors with the available potential on the ground.
• Geostatistical, retail and on-site expertise: We validate our data with qualitative, on-site evaluations, and our insights are backed by our retail and geostatistical expertise and many years of experience.
• Integrated insights from one source: We combine all our insights to help you pinpoint ideal retail conditions through our region-sensitive benchmark on potential and location network model.
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Your success depends on the efficient exploitation of potential by each of your sales partners. But measuring this performance across your entire network requires an intimate understanding of the interplay between market conditions and location attributes.

• Which factors contribute most to the success of your distribution partners?
• How much potential is located in the catchment areas of your retail partners?
• Where can you find new distribution partners to expand your network?

What we do

Our consultancy answers these questions by giving you a detailed breakdown of the attributes associated with your sales partner sites. We do this by cross-referencing your data with our detailed insights on target group potential, catchment area size, demand level and other factors unique to your market. The resulting typology identifies regions and retail clusters with favorable conditions for your products. And it gives you an easy-to-follow road map for adjusting and managing your distribution partner network on the basis of objective indicators.

How you benefit

We classify your distribution partners by local retail and demand potential. This allows you to objectively benchmark sales partners and their retail environments, which brings your market opportunities into sharp focus. Use our insights to identify optimal sales partners and channels based on location type and regional demand. Our consultancy also lets you optimize your regional product placement and investment in marketing, marketing mix, POS promotions and product launches across your network. And our insights offer persuasive arguments for negotiating with sales partners.

Why choose us?

Our consultancy gives you a reliable basis for confidently choosing local distribution partners. We offer:

• An innovative and proven method that works in any market: The resulting insights give you an objective and unified point of reference for managing your business and measuring performance.
• Location insights and industry expertise: Our custom-tailored insights combine location-intelligent expertise with our deep knowledge of industry challenges.
• Integrated GfK insights: We deliver penetrating insights on your local sales partners by drawing on our extensive data universe as well as our retail and consumer panels. Our trusted consultancy helps you make more informed decisions that grow your business.

What it is

A brand tracking program that provides insights into how interactions affect brand perceptions and drive spending.

How it works

We identify which activities and customer experiences have the strongest reach and emotional imprint, and which ones are underperforming. We determine the optimal paid and owned mix to maximize the impact of your investments. We provide deeper insights about specific campaigns and activities, using active and passive measurement.

Benefits

A dashboard for a holistic, clear view of your touchpoints and campaign performance identifying activities that drive higher ROI across the paid and owned mix. Optimizes the creative elements/ad executions for your campaigns and delivers a simulator to enhance investment allocation.

You know your own turnover, but do you know how these figures stack up against the actual market potential? Without this information, you lack an objective benchmark for gauging retailer and sales performance. To succeed in a complex market, you need to know how well you’re exploiting the regional potential for your product or service.

• How can you fairly assess retailer and sales rep. performance, and set realistic market growth targets based on the available market potential?
• Where is the most potential in your market, and how well are you exploiting it?
• How can you hone in on local potential for your products and optimize your category management and POS strategy accordingly?

What we do

Our detailed insights on your product group, sales channel and sales regions allow you to more efficiently manage and exploit your markets. We help you objectively measure your performance, set more realistic targets and tap more potential. We draw on multiple data sources – such as aggregated information from GfK’s POS panels – and our proven geoanalytic methodology to calculate an objective benchmark that illuminates untapped potential and your regional market share. Using this indicator, you can directly compare the performance of your retail partners and sales reps. Our detailed regional insights also let you see where you’re strong and where you need to take action. This gives you a road map for aligning your sales planning, retailer selection and performance targets with your market potential.     

How you benefit

With these insights, you can tap unexploited potential and manage your retail partners more effectively. By knowing your regional potential, you can determine your actual market share and more accurately benchmark retailer and sales performance. This lets you focus your attention on regions with strong turnover potential and seize opportunities before your competitors.

Why choose us?

Our consultancy for regional turnover potential brings your market potential into clear focus and shows you how to exploit it. We offer:

• A transparent and reliable basis for business decisions: Our proven methodology and leveraging of other GfK data and services give you integrated insights from a recognized and trusted source.
• Objective benchmark informed by industry expertise: We deliver a benchmark for turnover potential that’s custom-tailored to your business. And our industry experts provide concrete advice on how to optimize your sales territories and branch network.
• Unique GfK data sources: Our data and expertise offer detailed local insights into the potential for your product groups and sales channels, market-wide.

Outside sales is a very cost-intensive sales channel. But if managed optimally, it’s also a major turnover and growth driver. To ensure sales effectiveness, you need to proactively align your sales structures to current market and company realities.

• How can you adapt outdated structures to present conditions, and overcome internal resistance to change?
• How can you more effectively and comprehensively cultivate your markets, balancing time and budget investment with optimal service for your clients?
• Which objective performance indicators can you use to gauge your market position and communicate realistic and fair growth targets to top managers and sales reps.?

What we do

Our sales territory consultancy answers these questions and helps you optimize your sales structure for better market coverage, exploitation and efficiency. We do this by carrying out an in-depth regional analysis of your existing structure. This takes into account your criteria and goals, existing customer relations, infrastructural elements as well as geographic and cultural factors. We create a unified data model, and calculate your regional market potential. This is the basis for fairly distributing workload and regional turnover potential among your sales force members. We also model various scenarios to find the best fit, while guiding you every step of the way. To ensure a smooth implementation, we play many roles throughout the optimization process, from data analysts, scenario planners, and discussion hosts to change managers and business advisors.

How you benefit

Our experts design a structure that’s customized to your unique goals and criteria, with a focus on improving your efficiency and exploitation of potential. We pinpoint both underperforming regions and hidden champions so you can better distribute workload, gauge your market share and identify areas of untapped potential. Our impartial expert advice helps you overcome frozen structures, disorganization and resistance. We get everyone onboard with the changes through our transparent approach, many years of experience and objective arguments. Our detailed expert scenarios let you plan reliably and flexibly, and select the best option for aligning your sales territory structure with current market conditions and company goals. This makes both the implementation and future adjustments easy and straightforward, which optimally positions you for the present and future.

Why choose us?

We guide you through a proven change process and deliver objective results and benchmarks from one trusted source. We offer:

• A proven process, method and tools: We’ve perfected our methodology, optimization approach and planning tools over many years. This allows us to tackle urgent and complex optimization projects.
• Experience and industry expertise: Our approach to sales territory optimization is unique, as is our industry expertise. As planners and project managers, we’ve successfully guided thousands of optimizations in numerous countries.
• Comprehensive and integrated insights: To complement the optimization process, we offer objective, trusted and custom-tailored GfK data on potential. And we bring clarity and precision to the process by integrating all data sources into a single data model.

Knowing your target groups is a cornerstone of success. But this is increasingly difficult amidst complex markets and diverse consumer behavior. And limited marketing and sales budgets mean that every dollar must be strategically invested to drive your business.

• How can you locate and reach your target groups for each of your products and market regions?
• How can you make the most of limited marketing resources to identify and locate your core target group?
• What’s an objective benchmark for measuring the ROI and impact of your marketing campaigns?

What we do

Our target group consultancy answers these questions so you can locate existing customers as well as future ones. We do this by analyzing your customer database, loyalty cards and other related information. We then cross-reference this data with our regional data on socio-demographic traits, consumer behavior and other factors. We also draw on anonymized and aggregated data from consumer panels and employ geospatial modeling to bring your existing and prospective customers into clear focus. This gives you a precise portrait of your target groups and their regional distribution as well as an objective benchmark for measuring and improving your market development strategies.      

How you benefit

Our insights allow you to identify the profile and locations of your target groups. We also calculate the purchasing power for your products, which illuminates the regional demand for your offering. This lets you implement region-sensitive marketing campaigns and align your category management and POS promotions with regional demand and potential. We also give you an objective benchmark for analyzing the impact of your marketing campaigns. You can then use these insights to boost your marketing impact and ROI.

Why choose us?

Our target group consultancy pinpoints the make-up and regional distribution of your target groups, and shows you where demand potential is highest. We offer:

• Unique data on actual consumer spending: We combine our geomarketing methodology with the latest insights on consumer spending behavior to determine your target group and their demand potential.
• Extensive research on regional target groups: We combine our statistical knowledge with our on-site experience, so we can tell you the precise locations of your target groups.
• Experience and industry expertise: Our proven and trusted methods give you reliable, deep-reaching data on the consumers most interested in your offering.

Map personal travel bookings

Understanding the UK outbound and domestic travel market

The GfK Travel 360 program provides a total view of the entire UK outbound and domestic market. Make better product and communication decisions by understanding consumer behavior, the decision-making process, and traveller considerations and concerns. Find out what future travel intentions are.

Spanning the dynamic packaged sectors including budget airlines, ferry and channel tunnel, as well as non-packaged trips, GfK Travel 360 enriches our weekly Point of Sales (POS) data providing you with greater market coverage and depth. Tackle your key challenges in the rapidly moving market by:

   Improving conversion with a detailed understanding of the decision-making processes

   Perfecting your targeting with accurate traveller profiles

   Accessing market sizes to compare your performance to the competition

   Crafting communications that will hit the spot every time, and ensure campaigns deliver ROI

   Spotting emerging market trends and consumer behavior to develop better products

Our quarterly survey is calibrated to GfK’s Point of Sale data to provide granular insights into topics including destination, booking group size, number of nights and booking channel. You can also add your own questions to address specific business issues such as destination choice drivers and satisfaction levels, and holiday types.

Over half of US replacement tire sales come from the independent tire specialist channel - but information on activity in these crucial outlets has been scarce.

GfK developed the first-panel collecting point-of-sale (POS) data from independent tire dealers nationwide to address this. Drawing from over 8,000 points of sale, GfK's panel allows manufacturers and retailers to understand for the first time:

• Brand Share Changes
• Competitive Activities
• Sell Out Pricing at the Tire Level

With data from January 2016 to the current month, GfK's panel allows executives to benchmark their performance against the channel and bring a richer, fact-based perspective to decision-making.

Reaching key milestones

GfK POS data can help achieve key goals for tire sales:

Be in the right place at the right time – GfK helps you increase profitability and address non-productive inventory in the supply chain.

Anticipate production needs – see which tires consumers are purchasing in the replacement market on a month-by-month basis and understand the impact of new product launches and innovations.

Maximize the value of promotion and ads – with channel-wide sales trends at your fingertips, including competitive data, and you can see which consumer/trade tactics are working to drive efficient promotional/advertising strategies.

The global leader in tire POS measurement

GfK has already established point-of-sale tire panels in nearly 30 countries, from Europe to Asia Pacific to the Middle East. Using its global product manual to code all incoming information, GfK assures data integrity with granular comparability. The result is a more informed global tire marketplace – one that now includes the US.

Cross media and creative evaluation

Improve short-, medium- and long-term campaign effectiveness.

All marketers want to maximize the return on investment of their advertising campaigns. Achieving this in a crowded, competitive marketplace is becoming increasingly challenging. Today’s cross- media campaigns add another element of complexity in understanding how each of the different channels has contributed. To succeed, you need to understand the impression your campaign makes and the actions it inspires. Benchmarking your performance against your competitors is crucial to stay a step ahead.

What it is

GfK’s Communication Tracking monitors your marketing activities in a competitive environment to improve short-, medium-, and long-term effectiveness. We keep track of creative and cross-media effectiveness KPIs and add flexible, optional, in-depth modules to address your specific business issues, such as our integrated System 1 measurement approach designed around digital media consumption.

We identify levers to optimize your campaign and make recommendations you can act upon to improve your brand’s strength.

How it works

GfK’s Communication Tracking works by surveying consumers, either continuously or on an ad hoc basis, as pre- and post- measurement to understand the strengths and weaknesses of your campaigns and to provide recommendations that will give you a competitive advantage. Our solution is suitable for any market sector and any type of campaign.

GfK’s Communication Tracking answers your key business questions about the success of your campaign, including:

• Did it break through to my target group – and was it efficient in doing so?
• Did it achieve our communication goals?
• How did it impact brand perception and what actions were triggered?
• Which touchpoints were effective in reaching my target group?
• Which media channels were most effective at driving performance?
• How can I improve the creative and media mix of future campaigns?
• How can I ensure that my individual campaigns are working together to drive sales and increase my brand's visibility and recognition?

Find out more how GfK’s Communication Tracking can help you ensure your campaigns achieve their objectives and deliver return on investment in today’s competitive environment.

Keep and attract new audiences by understanding their views on your content

Media owners need to continually evaluate how content is received by different audiences across all their channels. GfK’s Content Appreciation tool enables clients such as the BBC in the UK and NPO in the Netherlands to do just that. It hosts daily questionnaires on each program on all channels and reports the findings 48 hours after broadcast.

Our representative panel of viewers completes a short online questionnaire each day, with a new questionnaire available every 24 hours. In addition to answering a set of standardized questions for each program they’ve seen, panelists provide responses to a range of in-depth questions that can differ by channel, genre and program to provide rich verbatims. We can also ask content-specific questions to rate the guests in a talk show, for instance, and end with non-program related questions. The reporting is available in the early morning two days after broadcast, and ranges from sophisticated data analysis to a simple list of the highest-appreciated programs.

Delivering the industry gold standard in media measurement

With over 50 years’ experience in media measurement, we have the expertise to report traditional average or issue specific readership through surveys as well digital media consumption through passive technologies; and evaluate or fuse the two together to present a complete picture of total deduplicated readership.

Our approach is flexible, allowing us to adapt to the individual needs of the different countries we cover. In key markets, we connect these data to actual purchase behavior. It allows advertisers and their agencies hone their audience targeting to deliver maximum return on investment from media spent.

Our Content Appreciation Solution complements our media measurement platform, which serves as the industry gold standard for audience measurement.

Drive performance with real-time consumer demand insights

As tech companies innovate faster and markets change quickly, access to the largest consumer electronics and durables point-of-sale global dataset means you can make smarter and more timely investment decisions.

GfK Boutique measures consumer end demand trends, offering fundamental and granular insights into industries and companies from consumer technology and home appliances to smaller retail segments. We use our proprietary data to offer timely, unique and incremental demand analysis that is a true reflection of final end demand.

GfK Boutique: An expert on investment insights in the consumer technology and durables market

Expert-led Insights

GfK Boutique provides exclusive, reliable, and actionable market trend data through the world’s largest point-of-sale (PoS) database for consumer electronics and consumer durables.

Actionable Data

We aggregate, synthesize, and analyze this buying behavior data into actionable insights, clearly presented in our periodic reports.

Cohesive Analysis

We provide the connection between company KPIs and our proprietary global data set.

Global Point-of-Sale (PoS) Data

Our data is collected in more than 60 countries around the world, to provide you with a global perspective on where the markets are headed in this quarter and beyond.

Understand all aspects of people’s lives. Not just the what, but the why, the why now, and what to do next.

Insights into every facet of people’s activities, desires, and needs

GfK Consumer Life is the most comprehensive and longest-standing consumer trend study in the world. Its data has been collected annually since 1997 from over 30,000 consumers in more than 25 countries, providing market leaders with detailed information about all aspects of people’s lives, including their aspirations, personal values, future world outlook and concerns, lifestyle behaviors and much more.

Putting the consumer at the center of your business strategies

The lives, attitudes and concerns of consumers are rapidly changing. With the right insights, you can leverage these changes to stay ahead of trends and adapt to new demands.

GfK Consumer Life enables marketing, innovation, and strategy leaders to create successful, fact-based plans for the future, so you can connect with your customers today, and tomorrow.

The predictive power of trends

25 years of global trend tracking and insights from GfK Consumer Life have foreshadowed mainstream-consumer movements. Here are a few of the trends we forecasted, and a look ahead at what we’re watching for the future.

Insights tailored towards your needs

Consumer Life is available in a variety of formats to ensure you have the intelligence you need, when you need it, saving you time, money and hassle. From syndicated reports to answer key questions by category, market, trend or demographic, to 24/7 online data access for you to analyze on your own to consulting services tailored to your custom questions, and more. Our unrivalled breadth and depth of coverage ensures that we can answer your burning questions quickly and cost-effectively. And our quantitative rigor ensures you –and your key stakeholders- that you are making decisions based on solid and reliable information.

Decode the purchase decision-making process

Maximize your opportunities to drive sales at every touchpoint and channel

The pressure is on to drive sales at every opportunity. However, with so many channels and touchpoints, it’s challenging to keep track of your customers’ purchasing behavior and decision-making. GfK’s Consumer Journey platform uses advanced analytics to help you understand and maximize all the trigger points in the purchase journey. We’ll provide the tools you need to ensure your brand becomes the preferred choice in your market by helping you:

• Understand and profile your customers
• Stimulate demand with tailored communications
• Optimize visibility in the marketing channel mix
• Provide the most superior product experience

Empower marketing, sales, product and category management

GfK’s Consumer Journey helps you identify customers’ activities at each stage of the decision-making process. By knowing your audience, what they are doing and when, you can make your marketing more effective. By customizing messaging and content to in-market shoppers, you’ll have the chance to convert and convince them to buy your product and generate higher ROI.

Actionable insights at all stages of the decision-making process

• Trigger: What purchase motivations and needs drive sales?
• Research: What channels and touchpoints are used? Which should I focus on?
• Purchase: What information drives purchase decisions? What details do I need to provide?
• Post-purchase: How do consumers experience my product? What follow-up actions are a priority?

Leverage the power of data-driven insights for better, faster decisions.

gfknewron supercharges your ability to access and utilize key business intelligence across your entire organization. By interpreting market, consumer, and brand data, you’ll have a comprehensive view of your company’s performance and how it stacks up to your competition.

Built on the world's most comprehensive point of sales data and consumer insights, enhanced with industry and data expertise – gfknewron gives you the tools you need to outpace your competitors and position your company at the forefront of innovation.

Act at speed

Remove data silos so you can spot the right signals early, then adjust, pivot, and address challenges at the speed of thought.

Do the work you love

Spend your energy on strategic actions with the biggest impact. We make formatting, visualizing, and data-crunching a thing of the past.

Speak the same language

Collaborate effectively with democratized data access across your organization. Develop confidence to enact bold strategies with input from your entire team.

Understanding viewing patterns and habits to maximize digital revenues.

The continually shifting and evolving media landscape provides an increasing number of ways for consumers to watch Subscription Video on Demand (SVOD) content. This offers both significant challenges and opportunities for all industry players whether they are broadcasters, platforms, digital media businesses, suppliers or distributors.

Working with our clients, GfK has developed a survey to provide the media industry with a detailed picture of how Connected Consumers are using SVOD, set within the context of overall viewing choices and behaviors. The GfK SVOD Tracker helps fill the gap in knowledge and inform future strategic developments by:

• Understanding SVOD consumption and viewing behaviors
• Evaluating the threats and opportunities SVOD presents to other forms of consumption
• Benchmarking your performance across platforms and against the competition
• Determining which content drives viewing and subscriber value to optimize future content development and maximize digital revenues
• Evaluating the importance of Originals on each platform
• Refining distribution strategies
• Informing sales negotiations

The GfK SVOD Tracker is a continuous online survey that tracks daily consumption on the biggest SVOD platforms, plus topline access data for additional platforms. This 360 view of content includes both title and respondent-level analysis. Title-level provides ranking, performance by distributor, genre analysis and series level insight. At respondent-level we offer insight on consumer motivations and consumption habits such as binge watching and demographic analysis. Data is representative of the SVOD market as a whole.

Complex analyses at the touch of a button

RegioGraph 2024 is now available! The new version makes it even easier for you to visualize your data on digital maps and carry out your geomarketing analyses. Whether you want to create meaningful map analyses, professional territorry planning or well-founded location assessments, our geomarketing software supports you with sophisticated analysis tools. Get to know the highlights of the current version.

Make smart decisions with RegioGraph   

RegioGraph is an award-winning geomarketing software that allows you to visualize and analyze your company data directly on visual maps. In combination with the included GfK purchasing power data, you can get deeper insights into your customer distribution, evaluate your sales structure and discover untapped market potential. The new RegioGraph TeamConnect add-on lets you share results online with colleagues, leading to more streamlined communication and decision-making.

GfK Europe Edition 2023/2024

The new 2023 puchasing power data and digital maps for all of Europe are here! Up-to-date, precise geodata is essential for all spatial analyses, whether carried out in geomarketing software, GIS, BI solutions or other database applications. Take your analyses to the next level thanks to the quality of our data.

RegioGraph LocationAdvice

Analyze locations online & share insights with your team

RegioGraph LocationAdvice is an online-based geomarketing software that allows you to carry out professional analyses of locations and their surroundings directly on digital maps. Access your company data from various end devices while on the go and use the integrated GfK data on potential to comprehensively evaluate your locations. Your data is stored on your own company server to ensure privacy.

Make location decisions more easily thanks to a dashboard interface with a zoomable digital map as well as interactive charts and statistics on your current market situation, target groups and any data that you upload on competitors. These features deliver important location insights that you can quickly share online with colleagues, resulting in quicker, more streamlined collaboration and decision-making.

Watch our video to learn about the features of RegioGraph LocationAdvice:

• Register your team on your own web server
• Grant user-specific access to individual tasks
• Geocode your addresses and new locations
• Zoom and navigate digital maps
• Evaluate and compare location catchment areas
• Analyze imported data on competitors
• View the demographic breakdown around your locations
• Benefit from an overview of all relevant location parameters

Identifying opportunities for brand and business growth

Mapping the evolving markets for your brands and products

Consumers and markets continually evolve. Brands and businesses must keep up with the staggering speed of this change if they want to win and maintain their market share. This means understanding your portfolio’s strengths and weaknesses and matching them to customer wants and needs, so you can perfect your market positioning today, and maximize expansion opportunities tomorrow.

GfK’s Consumer Landscaping provides a highly accurate view of market dynamics, size, share and landscape, so you can evaluate your brand’s performance compared to your competitors or evaluate the viability of moving into a new market. By understanding what consumers see as your strengths versus the competition, you’ll be able to refine the way you communicate your portfolio’s benefits to succeed in reaching your audience. The analysis highlights unmet consumer needs, and sizes those opportunities, so you can decide if the potential for innovation offers a strong ROI for business investment.

GfK’s Consumer Landscaping identifies opportunities for business growth by helping you to:

• Understand how consumers navigate your category, the strengths and weaknesses of your product portfolio, and how it should be optimized
• Explore white space and brand stretch opportunities to guide your investment decisions
• Examine adjacent categories and external trends to stay ahead of the curve on category disruptions.

Target your products and services at the right consumers

Prioritize your resources to maximize impact and ROI

Mastering consumer segmentation is fundamental to all businesses. It informs both strategy and tactics, from innovation and new product development through to sales, marketing, consumer communications channel strategy, pricing and product assortment. Our strategic segmentation process groups consumers by attitudes, behaviors, motivations, wants and needs, allowing you to target them with precision, giving you the best chance of winning customers. It can identify your strengths and weaknesses versus key competitors and increase your opportunities to succeed, and it can highlight groups who may be open to cross- or up-selling and help you reach them.

Optimize your product portfolio with GfK’s Consumer Segmentation

Using a combination of your existing data sources, GfK’s Consumer Life trends research and Point of Sales data*, our marketing sciences experts and market segmentation consultants provide a deep understanding of consumers’ motivations and needs. We overlay this with your current and future portfolio so you can target distinct groups for each product/service. We quantify the potential value of each existing segment so you can prioritize your valuable resources by spotting overlaps, redundant products and opportunities for investment. We add a vital future perspective with metrics to pinpoint the high potential segments of tomorrow.

GfK’s Consumer Segmentation provides clear guidance and activation to reach and win your target segments. Our customized workshops, deep dive sessions, pen portraits, golden questions and database tagging can activate your segmentation in your organization. We provide strategic and tactical segmentations so you can:

• Identify the consumer segments offering the greatest opportunity for future spend/uptake
• Define the key customer opportunities per segment and outline actions to maximize them
• Design, build and execute your plan to reach these consumers

Diagnosing your video and digital banner ads to increase ROI

Advertising budgets and creative development times are constantly shrinking, but there is always intense pressure to create effective ad campaigns to integrate in a brand's marketing mix strategy. Advertisers and agencies need a fresh approach to advertising pre-testing to ensure their creative executions meet their objectives. GfK’s Ad Fit Optimizer has been designed to accelerate and optimize your ad spend and overall campaign ROI by assessing the performance of your ads prior to campaign launch.

It’s a consolidated, dynamic learning system that leverages a new analytic framework consistent with today’s advertising environment to deliver: 

Insights for early ad concept and finished creative evaluation

Consistent and comparable analysis of a wide range of media formats including TV spots, all forms of online display, including video (pre-roll, in-text and in-banner), display banners and rich media advertising

Fast turnaround to meet creative deadlines

A cost-effective solution that meets today’s budgetary constraints

Addressing the attention and retention challenge

Traditional pre-testing shows advertising out of context, forcing consumers to watch the entire ad. They fail to fully measure an ad’s ability to break through the clutter in our multi-tasking world, where consumers tune-out quickly. GfK’s Ad Fit Optimizer leverages in-context environments consistent with traditional and mobile banners and video. Respondents are free to disengage from the ads at any time, as they would be when viewing on TV, a web page, or a mobile site. We can measure how well an ad is hooking viewers and holding their attention. For complete campaign optimization, our approach evaluates the impact on ad recall and branding, assesses the emotional imprint, and evaluates the actions the ad triggers.

For video specifically, GfK’s Ad Fit Optimizer also enables you to optimize the creative, or define the best scenes for a shorter version of the ad. Results are provided in an easy-to-read scorecard with a turnover of just a few days.

GfK’s Ad Fit Optimizer helps you answer key questions such as:

How long do people spend watching my ad?

Do viewers skip my ad? If so, when?

Does my ad leave a lasting impression?

What direct and indirect action does my ad trigger?

Is the branding working in my ad?

Respond, innovate, and invest where ​it matters most,​ empowered by foresight into future choices, and insight into the catalysts ​of change in the Automotive industry.

Access a legacy of trust and expertise that spans over four decades

GfK-NIQ AutoMobility has been the leader in deciphering US automotive purchase intentions and brand health since 1982. As we gear up to extend our influence globally, our commitment to delivering unparalleled data insights knows no borders. At the heart of our mission is empowering your decision-making journey. With a robust, data-driven approach, we pave the way for strategic and tactical decisions that propel you toward unparalleled success. Welcome to a future where consumer insights are not just power – they are the driving force behind your triumphs.

The road ahead is bold, and with the right insights, you have the power to drive the change.

Embark on a transformative journey through the dynamic realm of automotive excellence with our team of over 100 senior professionals at the helm. Fueled by foresight and insightful analysis, we provide unrivaled expertise facilitated by our dedicated network of automotive category brand experts. Our extensive knowledge, spanning country-specific perspectives, allows for universally recognized metrics – essential for brand and model analyses. Our program strategically integrates additional countries each year while ensuring localized insights through on-demand analyses enriched by local market experts.

Envision the future with INDUSTRY FORESIGHT

Shape your strategies for the drivers of tomorrow with a market view that offers intention metrics and consumer profiles.

Build for change to gain BRAND ADVANTAGE

Identify powerful brand-building opportunities with an accurate view of your brand health with competitor context.

Drive success with RAPID RESPONSE

Know how and when to respond with agility and confidence with comprehensive model insights to uncover success drivers.

Our data extends beyond marketing, offering actionable strategies for your entire company.

Armed with foresight into future choices and deep insights into the catalysts of change, we're here to uncover the driving forces behind shifts in segment demand, measure marketing impact consistently, and gain comprehensive guidance for managing strategic actions at both brand and model levels.

The GfK-NIQ AutoMobility program provides consumer-driven metrics and illuminates company-wide initiatives, dealership dynamics, manufacturer recall levels, industry awards, and valuable insights into product quality.

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The automotive industry is racing forward at high-speed.

Change is not just inevitable, it's a powerful force poised to revolutionize the way we navigate the roads of innovation. At the forefront of this transformation, Original Equipment Manufacturers (OEMs) hold the keys to owning and steering this change. We aim to empower industry leaders to respond, innovate, and invest strategically, channeling resources where they matter most.

Close the measurement gaps to understand small digital audiences

GfK’s Audience Ascription Modelling combines our panel-based audience measurement with site census data to provide viewing figures for the multitude of smaller digital entertainment channels. The resulting fully integrated, respondent-level dataset provides a reliable basis for granular analysis and reporting of even the most niche digital channels.

Insights for a 360-degree understanding of your audience

The beauty of GfK’s Audience Ascription Modelling is that because it is rooted in our high-quality audience measurement panels, it provides the same information that is available on channels with larger audiences, so broadcasters can:

Close your measurement gaps

You can make true “apples-to-apples” comparisons of your performance with the huge numbers delivered by our online census measurement.

Get in-depth knowledge for the longtail

Enjoy the advantages of the panel's in-depth profiles and reliable information on digital channels' long tail.

Understand reach and frequency

Evaluate cross-use of measured digital properties and cross-device use for reach and frequency figures.

Get granular details and insights about your audience

Undertake granular analysis in a fully integrated, respondent-level dataset.

Enrich cookie data while staying compliant

Use panel information for cookie enrichment to be used in online trading, for instance integrated into your own data management platform.

Integrate data sets for a complete view

Connect the right data from different sources, systems, and agencies to fully understand your audience.

Delivering panel-standard measurement quality for digital channels

Using online panels to derive deep and high-quality information about website audiences is standard practice. Panels provide insight into the cross-use of measured digital properties and cross-device usage for reach and frequency figures. However, as the media market has fragmented, it has been challenging to measure smaller, digital channels (‘the longtail’). These need a huge sample size to report valid data, including sites and campaigns with a small reach. GfK’s Audience Ascription Modelling provides the solution.

Our Audience Ascription Modelling complements our media measurement platform, which serves as the industry gold standard for audience measurement.

Get rich, fully integrated insights on your campaign's performance.

Today’s consumer/media relationship is almost unrecognizable compared to just a few years ago. Trends toward increased usage of streaming TV and social media have only accelerated during lockdowns, with 7 in 10 ad dollars now flowing to digital media. Marketers and planners need to rethink their assumptions about ad planning and measurement and meet the growing demand for proof of performance.

Too many of today’s ad metrics sit in siloes, resisting a unified approach to measuring ad effects and brand lift. Marketers can measure TV or social, reach and frequency or brand awareness and health – one market at a time.

To meet the needs of today’s market, campaign measurement needs to:

• Evaluate the impact of campaigns on brand equity measures 
• Provide a reliable picture of ad exposure through passive data
• Inform optimization of TV / OTT and social media mix to target and message to key audiences effectively
• Measure global campaigns via a scaled solution

GfK is delivering on these needs with its Brand Campaign Evaluator

The GfK Brand Campaign Evaluator is an all-in-one system for assessing campaign proof of performance that leverages OTT/TV and Facebook® ad exposure data with sophisticated campaign and brand analyses.

First, you can define your campaign’s channel performance on reach and targeting through comprehensive audience insights. Focusing on social media and OTT/TV, you’ll find out:

• Which channels are driving reach?
• Who was reached by the campaign?
• Did your targeting strategy succeed?

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Then, GfK expands the frame with a complete look at channel impact on your brand KPIs. This empowers you to understand the role of each channel for managing your brand:

• Did the campaign strengthen your brand?
• What channels are important to build your brand?

The result is a uniquely rich understanding of your campaign’s achievements across goals and media platforms.