GfK Navigator

Client Benefits

Unlike «classical U&A»  studies, «Strategic U&A»  from GfK is a useful operational tool for Marketing, R & D departments and advertising agencies:

• it identifies market levers and opportunities
• it builds specific market segmentation
• it leads to recommendations — not only conclusions

Methods

Qualitative phase: recommended to generate specific attitude items, attributes of a given importance and consumer vocabulary

Quantitative phase:

• Representative sample of 400 to 1000 interviews
• Face-to-face interviews 45' at home
• Standard core questionnaire
• Possible modules: pantry check, diary, R& D, concept testing, marketing mix testing, imagery analysis

Instruments/Services

• Describing the market
• Drawing operational marketing segmentation based on consumers and occasion of consumption
• Identifying market opportunities based on analysis matrix
• Determining the purchase drivers of each brand / product categories
• Identifying the most relevant market levers for your brands

Areas of Application / Markets and Branches

• All consumer goods markets: food, cosmetics, OTC, durables
• Services and B-to-B: Telecom, bank, insurance

Special Experience

• Experience of conducting Strategic U & As for many international companies
• Ten years of experience of conducting U & A studies