Digital data are logically grouped information entities which can be measured in units such as bit, bytes, kilobytes (kB), megabytes (MB), terabytes (TB) and petabytes (PB). They are based on a series of 1s and 0s, which means that analog information can also be encoded. This makes it possible for music, speech, and static or moving images to be quickly read, understood, saved, standardized and reproduced around the world. Without digital data, computers, internet, SMS and DVDs would quite simply not exist.

Digital data provides market research with both a basis and a challenge. It is GfK’s mission to transform this data into powerful knowledge for decision-making purposes.