GfK integrates Global Brand and Consumer Experience practice
Helen Zeitoun to lead integration of brand, communication, satisfaction and loyalty research
(PresseBox) (Nuremberg, )GfK, one of the world's largest market research organizations, today announced the formation of a new global practice to help marketing professionals better understand and proactively manage the dynamics of any consumer experience with their brands.
"Our new global practice integrates brand, communication, satisfaction and loyalty research. This is because today's marketers need a holistic view on how to engineer consumer experiences and communications to optimize brand relationships and drive loyalty", said Helen Zeitoun, newly appointed Global Head of Brand and Customer Experience.
Debbie Pruent Member of the GfK Management Board commented, "For over 20 years Helen has been at the forefront of GfK's thought leadership and innovation in both Brand and Loyalty research. Under Helen's leadership our integrated Brand and Customer Experience practice will build on GfK's existing expertise to unlock new insights and deliver significant value to our clients."
Consumers experience brands holistically - from mass advertising and consumer reviews, to individual transactions and consumption experiences, to lifelong loyalty. Successful brands will focus on the continuity of experience to deepen their consumer relationships. It is these relationships that stimulate brand affinity, acquisition, retention, repeat purchase and ultimately, revenue and profit.
Experience and Relationship Economy
"As consumers, we now live in an 'experience and relationship economy', which has changed traditional behavioral patterns towards brands, products and services", said Zeitoun. "Research has to evolve, to include modern and sensitive ways to capture experience relationships, better predict behavior and be more accurate in ROI approaches.
"At GfK, we are building on innovations in social biometrics, digital sciences and advanced ROI models, to guide effective advertising experience design. Our focus is on the sensorial, intuitive, emotional, social and deliberative dimensions of how people experience brands."