The agreement with GfK Research Institute creates new opportunities for joint research projects - we will combine the experience and selected methodologies of the institute with our data resources.
A possible solution offered by GfK Research Institute could be consulting services based on the integration of various data and their analysis, which lead to the creation of recommendations. Applied methods are: geolocation of target groups, assessment of the potential of retail outlets, optimization of the sales network, analysis and evaluation of distribution and prices.
In turn, the DMP Selectivv platform allows displaying advertisements and examining the behavior of 15 million Polish smartphone owners. We have even 362 information about 1 user. Data analysis allows to assign mobile users to specific psychographic profiles. We currently distinguish 60 of them, including pregnant women, discount clients or mobile banking users.
Based on data from Selectivv GfK will fill customer knowledge gaps with additional behavioral parameters, such as the origin of customers, visited competition, information on the use of public transport or used mobile applications.
Przemysław Dwojak, director of Customer Analytics & Sales Strategies at GfK Polonia, comments on the cooperation between two companies:
From the research point of view, the data we are talking about complement our data, explaining consumer behavior. They give the possibility of inference based on big data about how individual types of customers work and why. In combination with the market context, they allow, for example, better segmentation and, consequently, even more personalized marketing communication, and the personalization trend looking at multi-channel trade and its development is one of the key.
Aleksander Luchowski, CEO of Selectivv, talks about the new quality of market research:
We combine the world of traditional research with the possibilities offered by researching customer behavior 24 hours a day using smartphones. Thanks to this, research from the current declarative phase is going through the phase of real behavior of the studied populations. The combination of detailed research on target groups carried out by GfK with information collected from the majority of the population will allow for the specification and extension of knowledge about consumer behavior. This is one of the first projects of this type in Europe that links our two worlds.
