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GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers' experiences and choices.

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Latest insights

Here you can find the latest global news, studies and publications from GfK.

View all global insights from GfK

    • 10/20/16
    • Media and Entertainment
    • Global
    • English

    Reporting back from Facebook’s Global Partner Summit

    As one of Facebook’s measurement partners, recently announced at its 2016 Global Partner Summit for marketers, we have been tasked with providing a holistic view of ad campaigns for its advertisers. By linking together the ad contacts from Facebook’s platform and our own media panel, Facebook’s advertisers can see a clearer picture of device usage, media exposure such as TV and even grocery shopping touchpoints. Not only are we able to measure the sales uplifts of the ad campaign, but advertisers gain a deeper understanding of the effects and exposure of any type of media and the related purchase journey.

    A complete record of media exposure and purchasing

    What “Data Link” does, is to connect two sets of data: Advertising exposures on the Facebook platform, regardless of mobile, tablet or desktop, and single-source data from our GfK Cross Media Link Panel, which we run in several countries around the world. Typically, the GfK Crossmedia Link is comprised of individuals who have consented to having a meter track their TV viewing, and a passive meter tracks their browsing habits on home computers. Finally, they also scan the contents of their grocery baskets when they bring them home, giving us a complete view of TV and digital media exposure and grocery shopping. With Data Link, we can combine Facebook ad impressions with our other panel data to arrive at a complete record of media exposure and purchasing. Other digital publishers are tracked using view-tags to track exposure, while print exposure can be estimated using a survey approach.

    Understanding campaign efficacy and efficiency

    This single-source approach means that we are able to detect and measure the sales uplifts caused by various elements of a campaign, and disentangle them from the effects of promotions, loyalty and price. The marginal effects of TV, Facebook and other factors such as price, promotions and loyalty are estimated using a logistic regression model that gives the sales uplift caused by each channel. Through this approach, it is then trivial to arrive at a figure for incremental revenue and return on ad-spend caused by each channel. By including interaction effects in the model, we can also investigate the synergy effects between different media, or look at effects by frequency of exposure. These measurement products referred to as CPA (Campaign Performance Analysis) and MME (Marketing Mix Evaluator) are now largely used by a growing number of advertisers who are able to understand precisely the efficiency and effectiveness of their campaigns on Facebook and across media.

    A Facebook research partner

    Five years ago, Facebook started to host yearly partner events for its “Facebook Preferred Marketing Developers” (PMD). The PMD program was created to help businesses scale their marketing efforts on Facebook and was renamed FMP (Facebook Marketing Partner) in 2015 with a number of additional features available to make it easier for marketers to find partners based on their specific needs. Now in 2016, the Global Partner Summit has become the largest Global Facebook event where Facebook invites all of its marketing partners. And, I was in San Francisco yesterday celebrating the future of marketing together with hundreds of partners. It was truly exciting to be there in the middle of it all. We have worked with Facebook as a measurement partner for several years:   This work for Facebook and its advertising clients has resulted in us being named at the 2016 Facebook Global Partner Summit as one of a select few research partners. As of today, we are listed on Facebook Marketing Partner Website in the newly launched “Measurement Partner” category. As team GfK, we are honoured and happy for this formal recognition of our work. Please email to share your thoughts.
    • 10/19/16
    • Health
    • Technology
    • Global
    • English

    Easing market access of telemedicine in the US: A guide for innovators

    Diagnosing and treating patients remotely through telemedicine in both the private and the Centers for Medicare & Medicaid Services (CMS) payer markets has steadily increased in recent years.The global telemedicine market is projected to reach $34.0 billion by 2020 as patients become more aware of these services.2 Telemedicine improves access to healthcare for underserved and rural patient populations, and promotes population health management, resulting in better clinical outcomes for patients and cost savings for providers.3

    CMS set the benchmark definition of telemedicine that private payers often follow

    Medicare regulations cover and reimburse a range of telemedicine services, including the use of telecommunications and information technology, to provide access to health assessment, diagnosis, intervention, consultation, supervision and information remotely.4 According to Medicaid, telemedicine is a cost-effective alternative to the more traditional way of providing medical care (e.g., face-to-face consultations or examinations between provider and patient).5

    What about cost reimbursement and payer coverage for telemedicine services?

    Let’s look at the three categories of telemedicine:
    1. Real-time: A live interaction between a provider and a patient via a videoconference; it can be used to consult with primary care physicians, specialists and other healthcare professionals
    2. Store-and-forward: Captures a patient’s clinical data via a computer or mobile device and then transmits it to a provider for later analysis
    3. Remote monitoring: Allows continuous monitoring of a patient’s clinical data by a provider from a remote location and is more commonly used to assess chronic condition.
    Note that payer coverage and reimbursement are often limited to real-time interaction. Yet, with clear reimbursement guidance, providers and patients will more likely utilize and benefit from the technology.

    Four factors to consider when establishing a market access strategy in telemedicine

    After defining their target population, innovators must understand payers in order to align their services to the rules in place. Then they must keep in mind these four factors when establishing their market access strategy in telemedicine:
    1. Utilization of telemedicine is higher among Medicare patients than private payer patients. Traditionally, reimbursement for telemedicine services is limited to real-time consultations1 for underserved patient populations in rural areas; reimbursement is provided to the originating site (patient location) and distant site (provider location) of services. Remote monitoring is not covered and store-and-forward is only covered in Hawaii and Alaska.6 Medicaid coverage varies from state-to-state, but Medicaid reimburses telemedicine in 48 states.2
    2. Parity laws, which pursue equality, encourage private payers to cover telemedicine services if the clinical service is covered during in-person visits, but coverage decisions and reimbursement levels are made at the state level.7 Some private insurers are experimenting with direct-to-consumer business models, which circumvent third-party suppliers. Provider-based health plans can also offer telemedicine directly to patients and are not subject to standard private and CMS coverage laws.
    3. Legislature supporting telemedicine is constantly evolving. There have been more than 200 telemedicine-related bills launched this year regarding CMS coverage and coverage of store-and-forward and remote monitoring.7
    4. Adequate reimbursement through CMS and private payers will increase the adoption of telemedicine among providers and patients. These stakeholders believe in the clinical and economic advantages of telemedicine, but cannot utilize it without the support of payers. A study found that 90% of providers would use telemedicine if it were appropriately reimbursed.8 For consumers, the number one concern when considering telemedicine is that insurance will not cover it.9
    The utilization rate and investor funding in telemedicine continues to grow, making it an attractive option for innovators. But they must understand and guide the market access landscape and reimbursement definitions in order to successfully commercialize new products and services. If you have any questions or would like more information, email


    1. Siegel J, Kush J, Philip S. Telemedicine and the long-tail problem in healthcare. May 2016.
    2. Sibley G. Secure telehealth can improve access, help lower costs and protect patient data. Feb. 2016.
    3. American Hospital Association. The Promise of Telehealth for Hospitals, Health Systems and Their Communities. Jan. 2015
    4. The Code of Federal Regulations. 42 CFR 410.78.
    5. The Centers for Medicare & Medicaid Services. Telehealth Services.
    6. American Hospital Association. Realizing the Promise of Telehealth: Understanding the Legal and Regulatory Challenges. May 2015.
    7. Beck M. How Telemedicine Is Transforming Health Care. June 2016.
    8. Anthem. Family Physicians and Telehealth: A First Look At Attitudes Surrounding Telehealth. Nov. 2015.
    9. Survey conducted online by Harris Poll on behalf of Xerox in May 2016 among 2,033 U.S. adults 18+.
    • 10/19/16
    • Retail
    • Connected Consumer
    • Future of Retail
    • Global
    • English

    Shoppers love bargains - but which promotions work best?

    Retail marketing activities have a huge influence on shopping decisions. When we asked shoppers what influences their buying decisions, retail promotions ranked as a key factor. Have a look at our new infographic for more!
    • 10/14/16
    • Fashion and Lifestyle
    • Connected Consumer
    • Global
    • English

    How to get bigger in the business of fashion

    We have developed a tool that enables you to have a thorough understanding of what consumers do both on and offline, in order to gain intelligence into the crucial ‘why’ of their actions. Accompany Jess on her purchase journey to find out how we can analyse various details about a specific journey to show a true picture of the consumer.
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