Tag Archives: GfK

GfK ‘Human Relationship’ Model Reveals Connections that Drive Brand Success

NUREMBERG, Germany, October 18, 2012/PRNewswire –

GfK is helping marketers drive brand momentum and market success by using a ‘human relationship’ model that reveals consumers’ emotional and social connections with brands.  

GfK has developed a new quantitative approach to brand and customer management research based on the idea that human relationships serve as both metaphors and templates to describe consumers’ relationships with brands.

This new approach was developed in collaboration with the GfK Verein and Prof. Susan Fournier (Boston University), one of the foremost experts in brand experience management.  It is based on an extensive global R&D initiative across 11 categories and over 250 brands.

John Wittenbraker, Global Director of Innovation, Brand & Customer Experience at GfK, explains, “Relationships are inherently emotional and social – which are also the two most important engines of consumer behavior. And relationship metaphors are intuitive for consumers and brand managers alike. So, when we learn that some consumers view the brand as a ‘Beloved Hero’ versus a ‘Close Admired Partner’, everyone understands the nuances – such as the consumer expectations and permissions, and drivers of success and failure. This approach moves us beyond the traditional brand funnel – and, because it accounts for the lifespan of relationships that consumers have with brands, it also delivers strategies for managing customer lifetime value, which are key to long-term brand success.”

GfK has developed statistical models that identify which brand equities (such as features, imagery, relationship dimensions) drive relationship growth and decline. This is providing their clients with clear guidance on how to improve brand management and customer experience. And their performance models have already shown a clear connection between these brand relationships and business outcomes.

This model of consumer-brand relationships presents a much-needed common language across advertising, brand and loyalty research – and is part of GfK’s focus on the close connections between brand and customer experiences.

About GfK

GfK is one of the world’s largest research companies, with more than 11,500 experts working to discover new insights about the way people live, think and shop, in over 100 markets, every day. To find out more, visit http://www.gfk.com or follow GfK on Twitter: http://www.twitter.com/gfk_group.

Research contact: Ryan Garner, Ryan.Garner@gfk.com

PR contact: Amanda Wheeler, Amanda.wheeler@gfk.com / +44(0)7919-624688

Source: GfK

Western Viewers Fall Behind in the Web-connected TV Revolution

NUREMBERG, Germany, August 31, 2012/PRNewswire –

People in markets such as China, Brazil and India better exploit the opportunities offered by web-connected television, compared to countries such as the UK, US and Germany. This is according to research carried out across thirteen countries by GfK’s consumer research experts. The study found that western consumers are stuck in an ‘analogue’ mindset, whereas viewers in emerging markets are more likely to embrace the digital capabilities of Connected TV.

GfK research shows that a far higher proportion of Chinese, Korean and Indian consumers have used the functionalities of Smart TV in the past months, compared to those in Western markets.

    Connected TV usage:

    China          44%
    S. Korea       18%
    India          17%
    Brazil         14%
    Turkey         13%
    UK             11%
    USA            11%
    Mexico         11%
    Spain           8%
    Germany         8%
    Belgium         6%
    Russia          5%
    Netherlands     5%

GfK’s findings show that ‘Social TV’ has yet to fully take-off. Globally, just 28% of viewers said that they found programmes that they can interact with to be more interesting to watch. And just 25% thought that tweeting and commenting on programmes ‘enhances the viewing experience’.

Viewers in countries such as China, Brazil and India are more motivated by programmes they can interact with than those in markets such as the UK, US and Germany[1].

Richard Preedy, at GfK, said: “Our findings suggest that broadcasters need to integrate their social elements far more engagingly into the fabric of the programme, in order to entice the viewer’s interaction.”

Across all markets, the ability to connect to the internet is less important than price, screen size and display technology, when buying a new TV. But the West is more indifferent than the emerging markets, with only 26% of UK and 29% of US consumers saying they look out for a net enabled set, compared to 61% in India and 64% in China.

You can read more the full press release here: http://www.gfk.com/group/press_information/press_releases/index.en.html

FOOTNOTES:

[1] % agreeing with statement ‘Programmes I can interact with are much more interesting to watch’ Brazil 42%, China 61%, India 59% vs. UK 16%, USA 18%, Germany 15%

Research contact: Ryan Garner, Ryan.Garner@gfk.com

PR contact: Amanda Wheeler, Amanda.wheeler@gfk.com / +44-7919-624688

Source: GfK