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    [Translate to En:] TheCorgi
    [Translate to En:]
    [Translate to En:] TheCorgi

    More insights for strong brand communication

    The new best4planning market media study is here! With its latest publication for 2020, the Gesellschaft für integrierte Kommunikationsforschung (Society for Integrated Communication Research, GIK) is releasing its ‘best for planning (b4p)’ study for the eighth time. This time, the study pools insights on mobility, cashless payments, sustainability and nutritional styles.


    It includes new insights on the latest transport concepts such as e-scooters, which have shaped the face of urban centres for some time now, as well as people’s opinions on autonomous vehicles. The most recent collection of data also focused on cashless payments, which have grown increasingly important in the wake of ongoing digitalisation.

    Issues such as climate change, microplastics and environmental pollution are becoming more and more of a priority for many consumers. Consequently, brands need to take a clear stand here. That’s why these aspects are also outlined in the latest study. And finally, the study also includes the latest insights on healthy eating and nutritional styles – from low carb to whole foods, as well as in terms of demand for vegetarian or vegan products.

    The market media study from best4planning isn’t just the largest of its kind in Germany; it is also the only study that facilitates cross-media planning thanks to its inclusion of a wide spectrum of media, from print to apps. The full report can be downloaded free of charge from gik.media/b4p-shop.


    Über best4planning

    Since 2013, b4p has been providing comprehensive analysis of media usage and consumer behaviour. b4p is the most comprehensive media market study in Germany,including approximately 2,400 brands in more than 120 market sectors. b4p covers all relevant media channels for cross-media planning and provides comprehensive demographic data. In that sense, it also reveals what is often hidden behind cold, hard numbers:the interests, motivations, attitudes and needs of people in Germany. The study is published by the Gesellschaft für integrierte Kommunikationsforschung (Society for Integrated Communication Research, GIK), which is supported by five media corporations: Axel Springer, Bauer Media Group, Funke Media Group, Gruner + Jahr and Hubert Burda Media.