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Press release
Health|Retail|Technology|Consumer Goods|Brand and Customer Experience|Market Opportunities and Innovation|Australia|English

Name change in Australia


As of April 1st, 2013 GfK is to change the name of its custom research division. GfK Blue Moon will become GfK Australia, Consumer Experiences.

Sydney, 25 March 2013 - After a five year period of co-branding and a full acquisition of the Blue Moon Research business, GfK has decided to integrate the company fully into its global structure.

According to Australian Managing Director Juergen Merz, this change of name is a major step forward into a new era for GfK’s custom research business in Australia. ‘We have continued to proudly use the Blue Moon name over the past five years because of our long heritage in Australia and reputation for research of the highest quality. Now, however, it is time to look forward. Highest possible quality will always be at the heart of what we do, but our focus will also be on providing innovative and forward thinking research solutions. The global GfK network provides us access to innovative methods and tools, developed and validated in cooperation with academia to meet the highest possible standards. In addition to our current business in the Consumer and Social sectors, we will also have a strong emphasis on Digital Technology, Shopper and Retail Strategy, and Health Care. GfK has vast global experience in these areas that our local clients can benefit from’.

‘We of course remain a locally focused consulting agency, but one with access to global expertise and resources. We think this combination of local and global expertise differentiates us from our competition and helps us deliver even greater value to our clients.’ adds Mark George, Joint MD.

GfK Australia, Consumer Experiences offers integrated research solutions, employing both qualitative and quantitative methods. The company’s focus is on helping clients manage their brands through an understanding of how consumers experience those brands, and the relationships they have with them. Particular areas of expertise are:

  • Brand and Communications
  • Consumer Experience and Brand Relationships
  • Market Opportunities and Innovation

Specific sectors and practice areas are:

  • Consumer and Retail
  • Social and Government
  • Healthcare (Ethical and Consumer)
  • Digital

In Australia, GfK is represented by its two business sectors: GfK Australia Consumer Experiences (CE) and GfK Australia Consumer Choices (CC). While GfK Australia CE represents the custom research division, GfK Australia CC encompasses all of the products and services from the previous Retail and Technology sector, as well as the Digital, Outdoor, Print, Radio, and TV measurements from its Media division.

About GfK

GfK is one of the world's largest research companies, with more than 12,000 experts working to discover new insights into the way people live, think and shop, in over 100 markets, every day. GfK is constantly innovating and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2011, GfK's sales amounted to EUR 1.37 billion.

To find out more, visit www.gfk.com or follow GfK on Twitter: twitter.com/gfk

Norrelle Goldring
Norrelle Goldring
Australia and New Zealand