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Welcome to GfK

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

    • 10/25/16
    • Automotive
    • Media Measurement
    • Global
    • English

    Automotive marketing: Understanding the multiple touchpoints of the Connected Driver

    Today’s fragmented media landscape presents a significant challenge to automotive retailers seeking to maximize the efficiency of their online campaigns. The growing importance of online media combined with the proliferation of connected devices further exacerbates the problem. How can you influence automotive consumers in an increasingly connected world? Automotive marketers face a number of pressing concerns:
    • Which touchpoints should you activate to improve marketing communications?
    • How can you track the performance of online touchpoints?
    • Can you minimize scatter loss and maximize reach within your target group?
    • How can you get the most out of mobile?

    Understanding consumer behavior through audience measurement

    The answers to these questions lie in passive audience measurement. It reveals audience behavior, supports campaign efficiency and provides crucial insights into the purchase journey. It also allows marketers to understand consumer behavior across all channels and multiple devices. You can make informed decisions to optimize marketing strategies and to achieve growth. There are three key ways to measure your audience:
    1. For example, by revealing which websites your primary target group is using so you can plan your media spend more efficiently.
    2. By revealing the role your website plays in the purchase journey. By knowing where users are coming from, you can increase traffic to your website and optimize your impact.
    3. You can identify which online touchpoints your target groups use, how frequently, and for how long.

    Maximize the effectiveness of your campaigns

    By providing key insights into consumer behavior online, cross-media measurement enables you to maximize the effectiveness of your campaigns and prioritize future spend for maximum return on investment.  Armed with these crucial insights, you will be equipped to create compelling marketing strategies that will engage consumers and deliver a solid return to your bottom line. To share your thoughts, please email 
    • 10/25/16
    • Technology
    • Consumer Goods
    • Trends and Forecasting
    • Tech Trends
    • Global
    • English

    Smartphones: Growth unabated in 3Q, though China expected to weigh on 2017 demand

    Global smartphone demand totals 353 million units in 3Q16. Latin America returns to growth after five consecutive quarters of decline.  Demand in Great Britain grows following ‘Brexit’ vote.  China demand to decline in 2017 due to reduced operator subsidies.
    • 10/24/16
    • Automotive
    • Media Measurement
    • Global
    • English

    Automotive sales: A long and winding road

    When a consumer drives a new car off the forecourt it marks the beginning of one journey and the end of another. The path to purchase is a long and winding road. In all likelihood, today’s Connected Consumer will have consulted numerous sources of both paid and earned media. They will have had multiple interactions with the brand, both online and in the showroom. Only then will they make a final purchase decision. Each touchpoint will have had an impact on the final outcome. These moments matter, both to you and to your customers.

    Consumers choose how they access information about your brand

    Consumers have a vast array of possible information sources on which to base their purchase decision. They range from popular car shows and expert reviews to banner ads and social media. But they also have a choice about how, where and when they access information about your brand. Shopping for cars is now truly omnichannel. Consumers use many channels and devices to gather information along their purchase journey. Your challenge is to understand how consumers engage with each of the channels, and to optimize your marketing across all devices.

    Car shopping goes mobile

    Ten years ago, the prospect of using a mobile device to shop for a car would have been unthinkable. Now, the smart phone is the shopper’s best friend – and the automotive sector is no exception to that rule. With online playing an increasingly important role, there is a clear need to optimize online marketing activities. These increase traffic to the touchpoints that drive purchase decisions. Marketers need to know which categories, websites, apps and content have the greatest influence over purchase decisions. Importantly, they need to understand how that varies by device.

    Understanding the customer’s purchase journey

    Our Crossmedia Link has been designed to help automotive clients understand the purchase journey. We track each and every touchpoint in the path to purchase to help you understand how, where and when consumers are encountering your brand, and most importantly, which interactions are converting into sales. This approach helps you understand your cross media exposure, optimize your media mix and realize the true value of incremental reach.

    Create compelling campaigns

    Integrating behavioral data from cross-media measurement, we can provide new insights into audience behavior, campaign efficiency and the customer journey. Using these insights enables you to understand your consumers’ media consumption by device more effectively and create compelling campaigns that will engage with consumers at key touchpoints in their decision making process. To share your thoughts, please email
    • 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.
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