Consumers and Technology
We live in a world where electronic communications and entertainment is readily available – and often with the help of mobile devices small enough to fit in your back pocket. Consumer tastes are increasingly reflected, not only in the design of gadgets, but also in a multiplication and choice in media channels and content. Underlying all of these developments is a fundamental shift in how information, communication and entertainment is stored and transmitted. But along with this change comes the threat of disruption (e.g. multi-play services, VoIP) to the established way of doing things.
Technology providers are increasingly looking for innovative ways to understand consumers – their needs, preferences, tastes and desires – and how these will shape the future patterns of demand. Whatever the next new gadget brings, consumers will want it to be easy-to-use, to be able to personalise it and for it to enrich their lives. They will also have a need to communicate with each other and be entertained and informed. These are the real driving forces for choice and consumption.
GfK Technology works with many of the leading technology, mobile and media companies to help them understand how to reach out to the increasingly ‘connected’ consumer. Some of the areas that we have recently been working on include: profiling the social networker; understanding household decision- making in the digital home; putting the customer at the centre of the innovation process; identifying opportunities for mobile VoIP; and combating mobile churn rates in emerging markets.
We also have many years experience running complex large-scale international brand, advertising, and customer satisfaction/loyalty programmes.
Examples of our recent consumer–related projects. More>>