Thinking Ahead: Your Leading-Edge Insights Podcast

UK: Why buy in a cost-of-living crisis?

In this Thinking Ahead podcast, Neil Bellamy our Consumer Insights expert and Helen Collins our Home Appliances Industry expert, discuss the who, what and why of buying in a cost-of-living crisis. Consumer confidence is still in negative figures as we head into the busiest time of the retail calendar. Understanding what makes people buy is business critical, especially in a ‘Golden Quarter’. They’ll talk through the reasons to buy MDA, SDA and CE products, differences in behaviour by consumer group, and emerging purchase patterns. Tune in now!

Additionally, if you want to hear full insights from our recent UK Insights Breakfast event where we drill down into even more details please follow this link and listen on demand >>

 

Breaking out of the (generational) box

How today’s consumers – young and old – are defying expectations, and how brands can capitalize

Just when you think you know today’s generations, they throw you a curve. Digitally savvy Baby Boomers? Gen Z’ers who love to shop in stores? Millennials who enjoy gardening or yard work? The examples of consumers breaking generational molds are numerous, and each one represents an opportunity for agile and savvy marketers.

 

The episode also takes a look at the newest generation that marketers need to be aware of, Gen Alpha. Who are they and how can marketers adapt to this new generation? 

Why aren’t we all driving EVs?

In this conversation at IFA 2023, we delved into the world of electric vehicles with Tim Kenyon, Vice President, Consulting, GfK.

Join us as we explore people's perceptions of EVs, their purchase concerns, and strategies to overcome them. Kenyon highlights the mix of real and perceived barriers hindering EV adoption, including infrastructure challenges, range anxiety, and misconceptions about these eco-friendly vehicles.

Spotlight on UK Smart Home

In this Thinking Ahead podcast, Trevor Godman from GfK UK discusses the latest findings from the annual Smart Home survey. Now in its seventh year, this collaboration with techUK delves into consumer awareness and interest, ownership and usage of a range of connected or ‘smart’ home products. This is an extensive piece of work, so in this 15-minute conversation, we focus on three key highlights: market growth and what’s driving it, what we can learn from the success of smart doorbells, and expectations around energy saving.

The Rise and Rise of Sustainability in the UK

Sustainability still matters to UK shoppers – despite economic pressures. In fact, the majority of UK consumers in GfK’s Consumer Life survey agreed that “It is important that companies take environmentally responsible actions”. To appeal to shoppers today and tomorrow, every retailer, manufacturer, and brand owner needs to understand these sentiments and how they impact purchasing behavior.

For some companies, sustainability is already a key part of their ethos, for others, now is the time to review the latest consumer research, identify the opportunities and barriers, and take action.

In this podcast, we share the very latest research and suggest how brands and companies should respond. Sam covers a lot of ground, from sourcing to supply chain, packaging to messaging. Whatever category you’re in, there are some key insights about what sustainability means for you.

Connecting with the new experiential consumer

Nearly half of Americans now say that experiences are more important than possessions – and “Enjoying Life” has grown to become a core value among US consumers. After three years of pandemic isolation and uncertainty,

Americans seem ready to dive into experiential pleasures – but what exactly are they looking for? Which consumer groups are driving this renewed passion for indulgence – and how does it square with today’s inflation-driven focus on cost cutting and bargain hunting?

Drawing on five decades of trend insights from GfK Consumer Life, this episode will delve into the consumer moods, values, and desires that underlie a surging “experiential economy,” in the US and around the world. Across genders, generations, cultures, and social classes, we will define this movement and reveal how brands can leverage it wisely.

Behind the Scenes: NextGen Hackathon 2023

Join us in our latest episode as we venture behind the scenes of the 2023 NextGen Hackathon. Hear from the winning team of talented undergraduates from CUNY, College of Staten Island as they share their experience, triumphs, and the secrets behind their remarkable victory. Dive deep into their journey, from overcoming obstacles to unveiling their thought-process, all culminating in a well-deserved win!

But that's not all – we'll also talk about the #iaAnnualConference, where this exceptional team showcased their winning solution to industry professionals. With a focus on sustainability, they harnessed real consumer data and their data science expertise to develop an impactful solution centered around EVs called "PowerShare." Tune in to discover the inner workings of their revolutionary creation and explore how hackathons like this one provide invaluable opportunities beyond the classroom.

Optimize eCommerce 2023

Take your eCommerce to the next level with cutting-edge content that helps your products stand out. Our expert from GfK Etilize shares the most effective ways to “wow” consumers and convert views to sales. Learn how to raise your content game with smart, innovative tactics – and put these ideas into practice with minimum hassle.

From Green to Glam: Where consumers sit on the sustainability spectrum

In this episode, we sit down with GfK Tim Kenyon of GfK Consumer Life (VP, Consulting) to explore the different and sometimes surprising sustainability profiles of today’s consumers. Around the world, people are now making green(er) decisions about their own actions and the products they purchase -- and these concerns also impact how they feel about your brand. Find out how your brand can approach sustainability wisely through a clear understanding of your consumers’ needs. 

Why Data Siloes Should Be Marketing’s Public Enemy #1

Sometimes, there is an otherworldly disconnect when marketers talk about data. In a recent GfK/CMO Council study, 80% of global marketing leaders asserted that data, analytics, and insights are very important to winning and retaining customers – yet only 12% reported being “extremely confident” in their own data systems. What is the ghostly force that is keeping whip-smart CMOs and insights pros from fulfilling their data potential?

GfK’s study found that data access and management – and the persistence of age-old data siloes – are major impediments to efficient marketing today. At times, no one can remember who created these “zombie” siloes or why they still exist; but they continue to interfere with proficient marketing, leading to hodge-podge dashboards and tortured integration schemes.

In this episode, we'll reveal what companies can and should do to truly connect their data and drive marketing efficiency. We will look at examples of challenges, tradeoffs, and lessons marketing leaders can take when it comes to: 

• connecting research to activation to lift measurement
• integrating survey and behavioral data deterministically
• addressing data quality in various data sets
• finding the right insights to feed effective AI analytics

Throughout, we will share best practices and inspiring examples to help brands connect data and make high-velocity decision making an everyday reality.