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Gfk Group

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Submitted By bellefleur2
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The GfK Group is a full service market research company. GfK is Germany’s largest and oldest market research institute and is ranked among the top 10 research companies in the world (Murphy, 2012b). With over 11,500 research and marketing experts, GfK provides services to over 100 countries (GfK, 2012a). GfK Group was established at the University of Erlangen in Nuremberg, Germany in 1934. Professor Wilhelm Vershofen is considered the founding father of GfK although a team of university professors played a major role in the founding of the company (GfK, 2012b). GfK was originally established as Gesellschaft für Konsumforschung meaning Society for Consumer Research (GfK, 2012c).

GfK strives to provide its clients with the best understanding of how people think and act through the most advanced and innovative methodologies. GfK offers services in all major consumer, pharmaceutical, media and service markets (GfK, 2012a).

There are two main business sectors in which Gfk provides services: Consumer Choices and Consumer Experiences (GfK, 2012a). The Consumer Choices business side focuses on providing precise and timely data based on the decisions and actions consumers have already made. For example Consumer Choices analyzes when, where and at what rate a specific product is selling at. In addition, this business side also researches how consumers interact with different media such as the Internet, television and social media (GfK, 2012d).

On the other hand Consumer Experiences focuses uncovering the consumers’ opinions and their perceptions of the world around them by conducting innovative research designs. For example Consumer Experiences aims to understand people and their brand experiences (GfK, 2012d). It goes beyond the rate a product is selling at or in what region a product is the most successful and tries to explain what makes someone purchase that

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