(You can read the full version of this article in the latest edition of GfK TechTalk here.)

As consumers, we’re handing over more and more data about ourselves in exchange for products and services we take for granted. It’s this individual-level data that’s likely to provide the next generation of recommendation models, and the user experiences they fortify.

Recently, for the first time in ages, a friend recommended an album to me and I went straight out and bought it. No listening to samples on iTunes, no streaming on Spotify, no whatever it was that we did before these formats existed – just me and my credit card. As it turned out, the album was disappointing. I don’t want to point fingers, and I’m not going to bore you with what it was, but it did spur me on to think about how the role of recommendation is being changed by technology.

(You can read the full version of this article in the latest edition of GfK TechTalk here.)

The importance of the User Experience (UX) is increasingly recognized for the crucial role it has to play in take-up and loyalty of devices & digital services. The consumer devotion to their product eco-system of choice, the way in which users are encouraged to explore and discover new service facets, the ease with which it is possible to execute the actions you want quickly and easily; all these are core drivers of adoption and loyalty driven by the User Experience.

This has not always been the case, with UX historically being considered a discipline that is often separate from overall marketing prerogatives; a stage undertaken as something of a hygiene factor to ensure ‘all is well’ before getting on with the ‘more important parts’ of the marketing cycle.

(You can read the full version of this article in the latest edition of GfK TechTalk here.)

Pleasure for its own sake is becoming as crucial to the effectiveness of digital operating systems as the fundamentals of UX design. We are seeing a new dimension for UX: discoverability – the joy of discovery for its own sake. Discoverability is about three key success factors: personalized discovery; game-like engagement and viral appeal. This new dimension is about understanding how to engage digital consumers – encouraging them in exploring, finding, trying out – ‘experiencing’ new digital stuff.

User Experience – or UX – has historically been the discipline that has kept technology design honest. When all around them are losing their heads about the next shiny new technology feature, the UX experts are there, soberly insisting that any new design must first and foremost be seen from the user’s point of view. Is it usable? Is it useful?

In the latest edition of The GfK TechTalk magazine, Richard Preedy looks at the issue of switching between smartphones (differentiated by their OS e.g. Android) and why it’s becoming increasingly difficult for consumers. When benchmarked against everyday services and utilities, consumers worry more about having to switch the type of smartphone they own than their insurance, home telephone or pay TV providers.

In this video blog, Richard Preedy explains why simpler, integrated user experiences are playing a huge role in driving this aversion to switching. These user experiences are no longer just device-specific, but relate to the wider ecosystem of digital content and devices.

You can read the full article by visiting the latest GfK TechTalk online magazine here.

Many mobile companies and big brands are ready to launch mobile payment services this year. Although there is a healthy amount of consumer scepticism, there is also enough interest among early adopters and smartphone users to make this a success.

Last month TechTalk published a post about NFC (Near Field Communication) based mobile services becoming adopted among a wider consumer base in 2011. At the time of publishing we highlighted a number of new services and advances being made, from small start-ups to smartphone giants such as Apple, Google and Nokia. Now we’re almost one month into 2011 the news and developments on NFC, in particular mobile payments, continues to hit the headlines in the technology press. Most notably, O2[1] is beefing up their m-payments team ahead of its NFC based mobile payments service launch later this year, whilst  Google announced the launch of Android 2.3 OS (Gingerbread)[2], which adds support for NFC.