Our proposition
GfK’s objective is to gather information and knowledge about consumers’ decision-making processes. The company does this in dozens of markets, in both for-profit and not-for-profit sectors. GfK then takes the information it gathers and applies it in specific activities. This makes us an indispensable and respected partner for our clients.
Research
The choice of which research instrument or which research technique to use depends on the business issue to be solved. GfK principally offers a better understanding of consumers. Our research techniques cover a broad range in terms of quality and quantity, and can be once-only or continuous. These surveys are usually conducted on the basis of consumer panels. As far as possible, the same groups, people or households form these panels and take part in the surveys over a longer period. Apart from these panels, other sources are available too. GfK can, for instance, offer companies the opportunity to build their own research community.
What’s in it for a client?
GfK advises manufacturers and retailers in a range of markets. In conjunction with the client, GfK makes use of consumer information to look for strategic and other solutions for various client disciplines. GfK provides a complete picture of the problem or issue, offering an insight into trends and developments, as well as the underlying explanatory reasons for them. These include insights into buyers, shoppers and users. The end result is advice with an emphasis on action, based on experience, knowledge of the market, the client’s situation and of course a broad range of consumer information.
GfK provides answers to questions such as:
- What does the market look like?
- What are the most important developments?
- How can we best take advantage of these developments?
- What is my market share and how is it developing?
- What is my competitors’ market share?
- Does my range of products meet the needs of my target group in the best possible way?
- What is my target group’s profile and which media will help me reach my target group?
- What is the role of internet as regards product orientation and purchasing?
- What are the essential differences between consumers who shop online and traditional consumers?
Most clients’ questions relate to:
- Identifying market opportunities
- Brand positioning
- Pricing strategy
- Introductions
- Brand structure
- Media effectiveness
- Optimising sales
- Market test
- Concept test
- Communication plan
We also give advice on the extent to which sustainability affects consumers’ choices. We call this Socially Responsible Consumerism.
GfK in the news
This is where you can read articles and newspaper reports based on research conducted by GfK.