Effective date: October 5, 2012 
Last revised: May 15, 2023 

We use cookies and other technologies on this website to improve its performance and enhance users’ experiences. This policy explains how we do that.

What are cookies?

We use cookies and other technologies (e.g. pixels, scripts) (together “Cookies”) on our websites, e.g. to improve its performance, enhance users’ experiences and make the website secure. Cookies are, for example, small text files that are stored on your terminal device and contain personal data such as personal settings and login information. This cookie notice explains how we do that.

What types of cookies does GfK use?

We use the following categories of Cookies: 

Performance Cookies

These Cookies allow us to track visits and website usage so that we can measure and improve the performance of our website. They help us understand which pages are the most or least popular, or to record error messages on the website. All analysis based on this information is aggregated.

Functional Cookies

These Cookies allow us to improve the functionality and personalization of the website. They ensure that your website preferences (e.g., settings or filters) are maintained and help us to include third-party services on the website. Any analysis performed based on this information is aggregated.

Advertising Cookies

These Cookies help us to better analyze the impact of our website and your interests, e.g. to show you personalized advertising or put other content on our or other websites. These may be displayed on our website or on third-party websites. In particular, the Cookie collects information about your browsing activities in order to understand which topics are relevant to you.

Strictly Necessary Cookies

these cookies are necessary for the functioning and management of the website and cannot be disabled in our systems. They are usually set based on your input, such as when you set your cookie preferences, log in, or fill out forms. You can set your browser to block these cookies, but then some parts of the website will not work.

We use first and third party Cookies. First party Cookies come from our platform and send information only to us; third party Cookies are placed on our website by third parties and send information about your device to other companies that recognise that Cookie. We use session Cookies, which are only stored for individual online sessions and are deleted when you close your browser; and persistent Cookies, which are deleted when they reach their expiry date or are deleted by the user. 

What is the legal basis for the use of Cookies?

We place Strictly Necessary Cookies in order to provide you with a tele media service or other equivalent information society service expressly requested by you. The subsequent processing of Strictly Necessary Cookies is based on our legitimate interest to provide you with a technically optimized, user-friendly and appropriate website or your consent (as applicable). We use other Cookies only with your consent. Where we rely on consent, you can withdraw your consent at any time with effect for the future, e.g. by managing your Cookie settings or by sending an e-mail to dpo@gfk.com. You can also use our website without Cookies, but you might not be able to use our website to its full extent or to use certain functionalities. You can find more information about Cookies here.

What other technologies does this site use?

We also use other technologies with your consent that may be provided by third parties. You can find a list below:

Log files

As is true of most websites, we gather certain information automatically and store it in log files. This information includes IP addresses, browser type, Internet service provider (ISP), referring/exit pages, operating system, date/time stamp and clickstream data. We use this information to analyze trends, to administer the site, to track users' movements around the site and to gather demographic information about our user base as a whole. We may link this automatically-collected data to personal information for legitimate purposes, such as to detect and prevent fraudulent activity.

Web beacons

A web beacon (also known as a tracking pixel or pixel tag) consists of a small string of code embedded in a website or email. The web beacon can also be associated with a graphic. Our website analytics provider, HubSpot, uses web beacons on our website to help us understand how you use our website and to improve the performance of our website. Examples:

  • A Facebook web beacon is set when you activate the Facebook like button. 
  • Our marketing communications and emails may contain web beacons that tell us whether our emails have been opened and to check whether links in the email have been clicked. 

We can use this information to better understand your interests and improve our content. We can ask users who do not open our emails if they wish to continue receiving them. The web beacon contained in an email is deleted when you delete the email. If you do not want to receive web beacons in the emails, you can set your email programme to receive messages in plain text format and not in HTML format. It is also possible to hit web beacon in your browser by downloading a plug-in.


We engage Hotjar Limited, located in Malta to process website usage data in order to better understand our website visitors` experience on the GfK website. With this we try to understand our visitors` needs so that we can optimize our service, our content and the overall website experience. The legal basis is legitimate interest.

Hotjar enables us to analyze data in various ways including aggregated website heatmaps and session recordings.

Personal data include IP address (stored in a de-identified format), browser type, referrer URL and domain, website language, device screen resolution, device manufacturer and model, device operating system type and version, device geographic (country) location, mouse events (movements, location, clicks), keypresses, pages visited, date and time of accessed pages.

GfK transfers your personal data to the following third-party recipients within the European Economic Area: Hotjar Limited, located in Malta who acts as a processor. For further information: https://www.hotjar.com/legal/policies/privacy/

Categories of personal data

  • IP address (stored in a de-identified format)
  • Browser type
  • Referrer URL and domain
  • Website language
  • Device screen resolution
  • Device manufacturer and model
  • Device operating system type and version
  • Device geographic (country) location
  • Mouse events (movements, location, clicks)
  • Keypresses
  • Pages visited
  • Date and time of accessed pages

Further information: https://www.hotjar.com/legal/policies/privacy/

Google Analytics

We use Google Analytics of Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland  (“Google”). 

The Cookies used by Google generate information about how you use our website. This information is usually transferred to a Google server in the USA and stored there, where it is also processed by Google for its own purposes. 

IP anonymisation

We have activated the IP anonymisation function on our website. This means that your IP address is shortened by Google within states of the EU/EEA before being transmitted to the USA. Google will transfer the full IP only in exceptional cases to a Google server in the USA and shorten it there. On behalf of the responsible party, Google will use this information for the purpose of evaluating your use of our website, compiling reports on website activity and providing other services relating to website activity and internet usage to the website operator. 

You can install the Google Analytics Opt-out Add-on, which prevents the collection of information about website visits by Google Analytics. For more information, please visit https://policies.google.com/privacy. Google also provides further information on its data processing here.

LinkedIn Conversion Tracking and Insight Tag

Our website uses the LinkedIn Insight Tag to track conversions, target you directly and gain additional insights into how LinkedIn users interact with our website. The LinkedIn Insight Tag allows us to collect metadata such as IP address, timestamp and other events such as page views. The Cookie is stored in your browser until it is deleted. You can disable LinkedIn's use of Cookies on your LinkedIn settings page.

For more information, please visit: Cookie Policy | LinkedIn

Demandbase analytics

We use Demandbase tracking pixels, tags, web beacons and cookies to collect information. These technologies are used to analyze trends, to administer our sites, to track users’ online movements, to understand advertising performance and to gather demographic information about our user base. Demandbase may send and receive cookies (or online identifiers) on Demandbase sites and partner sites to associate Demandbase assigned cookies with third-party partners’ cookies, such as data management platforms.

Note: Disabling the respective cookies does not mean you will not receive ads, it only means that ads may be less tailored to your  interests. For more details, refer to the Demandbase Cookie Policy.

Where can I find further information on how GfK processes my personal data?

For further information on how we process your personal data on our websites, please refer to our privacy policy.

List of cookies

The following list of Cookies shows the Cookies used on www.gfk.com. Please find the list of Cookies for our other websites that refer to this Cookie Notice in the respective privacy.