Ton Luijten / Methodologist (NL)

“I’ve worked for GfK for over 25 years. I accepted an invitation to go and talk about a possible job at the end of 1985. There was a definite click, both parties had confidence in the other and I started as head of the Methods and Techniques department in March 1986, in the dynamic world of consumer research. GfK generally uses sample surveys for repetitive research, which we call panel research. Methodologists are involved in designing and devising all phases of the research process (designing representative sample surveys, developing methods for collecting data, validating the collected data and processing it further into files suitable for market analysis, designing reporting procedures and developing new research models).

I regularly publish articles about developments in GfK research. I enjoy working in a company that is constantly adapting, so that we can respond to our clients’ ever-changing wishes. They, too, have to adapt to a fast-changing environment. Something else that makes the work of a methodologist especially interesting and enjoyable is the international collaboration with colleagues on developing methods and models for consumer panel research that can then be applied both within the GfK group and outside. Even after 25 years, it’s nice to still feel challenged to contribute to the development of modern, high-quality research that is relevant to our clients.”