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This is a podcast about research, innovation, and discovery. Each episode will give you new insights into today’s consumer, and prepare you for tomorrow’s marketplace.
Episodes
Wednesday May 19, 2021
Wednesday May 19, 2021
The past year has changed consumer experience is changing brand relationships in every category. In this episode, we give you an audio version of GfK's recent webinar, "How brands can win consumers' hearts in the new marketplace," where experts discussed the changing nature of brand engagement and purchase decision making. Tune in to understand how brands can create a sense of loyalty through meaning and value while understanding the risks and rewards in taking political and social stands.
Guests:
- Natasha Stevens, EVP, Strategy & Innovation, GfK
- Eric Wagatha, SVP, Consumer Insights, GfK
- Amy Wills, VP, Marketing Effectiveness, GfK
Resources:
- Full video recording: How brands can win consumers' hearts in the new marketplace
- eBook: How can brands connect with wary consumers in today’s fragile marketplace?
More on this episode:
- Get more details about this episode at www.gfk.com/en-us/thinking-ahead
- Contact the Thinking Ahead Podcast at marketing@gfk.com
Wednesday May 05, 2021
Wednesday May 05, 2021
In January 2020, Google announced it would begin to phase out third-party cookies by the year 2022. One year away from the official “death to the cookie,” many digital marketers are looking for new innovations that will replace them. With endless information, the reality is- not everyone understands the true impact this has on brands and consumers alike. How can you prepare? Tune in to find out.
Guest: Rolfe Swinton, Director, Data Assets, GfK North America
Resources:
More on this episode:
- Get more details about this episode at www.gfk.com/en-us/thinking-ahead
- Contact the Thinking Ahead Podcast at marketing@gfk.com
Wednesday Apr 28, 2021
Wednesday Apr 28, 2021
NextGen Hackathon Competition gives undergraduates a chance to develop product and marketing plans using real-world data. In this episode, we speak with two members of the CalPoly Pomona team that recently won the 10th NextGen Competition -- a race to develop the smartest electric vehicle innovation. In addition, we talk to two NextGen mentors and judges, Natalie Sneed from Kia and Sharon Kondo from One Team Advertising. Tune in to learn the importance of auto innovation and the next generation from the experts -- and how the student team came up with a unique project that incorporates consumer needs and current trends.
Guests:
- Natalie Sneed, Research Manager, Regional Strategy Management, Kia Motors
- Sharon Kondo, Practice Lead, Strategic Analytics, Team One Advertising
- Jillian Munoz, Student, CalPoly Pomona
- Patrick Ogaz, Student, CalPoly Pomona
Resources:
More on this episode:
- Get more details about this episode at www.gfk.com/en-us/thinking-ahead
- Contact the Thinking Ahead Podcast at marketing@gfk.com
Monday Apr 19, 2021
Monday Apr 19, 2021
In today's times, brands are expected to be more than a logo. Consumers expect them to take action- to show their authentic worth. While many things have changed, the core pillars of brand building have not. In this episode, Managing Director of GfK Marketing Effectiveness, Eric Villain, explains the true need for a healthy brand and what it takes to get there. How can brands create meaningful connections with their consumers?
Guest: Eric Villain, Managing Director, GfK Marketing Effectiveness
Resources:
- Report: Brand Unchained: Unleash the power of brand and unlock business performance
- eBook: Getting the essence of brand health
- Podcast: Finding purpose in crisis: Brands, COVID-19, and social responsibility
More on this episode:
- Get more details about this episode at www.gfk.com/en-us/thinking-ahead
- Contact the Thinking Ahead Podcast at marketing@gfk.com
Thursday Mar 18, 2021
Thursday Mar 18, 2021
80% of new products fail, yet innovation is critical to a brand's future. How do you mitigate risk and measure its success? In this episode, Fifty Gazelles' Jeremy Andersen and GfK's Neal Heffernan unfold what makes a successful product. From sparked idea to development to launch, tune in to understand what's tips the scale.
Guests:
- Jeremy Anderson, Founder, Fifty Gazelles
- Neal Heffernan, EVP, GfK Sales Effectiveness North America
Resources:
- eBook: Minimize risk and maximize ROI when launching new SKUs
- Podcast: Creating Success Through In-Market Testing
More on this episode:
- Get more details about this episode at www.gfk.com/en-us/thinking-ahead
- Contact the Thinking Ahead Podcast at marketing@gfk.com
Wednesday Mar 10, 2021
Wednesday Mar 10, 2021
Data on consumer buying habits may be common these days – but too often it sits in silos. Brands and retailers may see only their own small windows of activity; to drive smarter decisions, they need a full picture of the marketplace. By bringing together sell-out data from thousands of independent tire retailers, GfK’s POS panel in the US has been helping to build a data-rich tire ecosystem from the ground up. In this episode, GfK's Neil Portnoy and Dave Stevens tell how the right data can help you be in the right place at the right time, anticipate production needs, and maximize the value of promotion and ads – a case study of top-quality insights empowering smarter decisions.
Guests:
- Neil Portnoy, Managing Director, GfK Retail Tires Panel
- Dave Stevens, VP of POS Tracking, GfK Retail Tires Panel
Resources:
- Get more details on this episode at www.gfk.com/en-us/thinking-ahead
- Learn more about the Tires Panel here
- Contact the Thinking Ahead Podcast at marketing@gfk.com
Wednesday Feb 17, 2021
Wednesday Feb 17, 2021
The average person's attention span is around 8 seconds. How do you make sure consumers stop scrolling long enough to buy your product? In this episode, Buffalo America's Matthew Penico and GfK Etilize's Lloyd Wood go through the tips and strategies to optimize your online content, and in turn, optimizing your sales. Tune in to understand A+ content, up-and-coming eCommerce trends, and how to put everything together for the best ROI.
Guests:
Resources:
- Video: How to Drive Sales with Better Product Data
- Get more details on this episode at www.gfk.com/en-us/thinking-ahead
- Contact the Thinking Ahead Podcast at marketing@gfk.com
Wednesday Feb 10, 2021
Wednesday Feb 10, 2021
When someone says "influencer marketing," your brain goes straight to consumer products. However, B2B influencer marketing reasons to be even more critical. 19% of all purchases are influenced by word of mouth; that number jumps to 91% in the B2B space. In this episode, influencers and experts Rachel Miller, Evan Kristel, and Jola Burnett take us into the B2B influencer world that showcases the power of decision-makers. How does B2B influencing fit into your next marketing campaign? Tune in to find out.
Guests:
- Rachel Miller, Global Influencer Marketing Lead at SAP (Connect on: Twitter | LinkedIn)
- Evan Kirstel, Evangelist and Co-founder, eViRa Health (Connect on: Twitter | LinkedIn)
- Jola Burnett, VP, Consulting, GfK Consumer Life (Connect on: Twitter | LinkedIn)
Resources:
- eBook: From AI to COVID-19: The transformation of influencers in a culture of doubt
- Contact the Thinking Ahead Podcast at marketing@gfk.com
Wednesday Feb 03, 2021
Wednesday Feb 03, 2021
Distinguishing deeper trends versus what is "trending" reveals the forces that drive consumer purchase demands and insight. In this reprised episode, the leader of GfK Consumer Life in North America tells us how to tell a trend from a fad, why trends are essential for smart marketing decisions, and which consumer movements he is watching for the future.
Watch Eric's recent video: Starting strong in 2021
Contact the Thinking Ahead Podcast at marketing@gfk.com
Wednesday Jan 20, 2021
Wednesday Jan 20, 2021
As the new year begins, the global pandemic has put a new spin on the health and wellness craze we always see. In this episode, Trends Consultant, Rachel Bonsignore, bases her insights on years of data leading up to and including the pandemic. Learn about increasing health concerns over safety, how consumers are compensating for closed gyms, and the role of mental health. How do trends like these help your brand? Tune in to find out.
Video: Starting strong in 2021
Contact the Thinking Ahead Podcast at marketing@gfk.com