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GfK. Growth from Knowledge

We connect data and science. Innovative analytics solutions provide answers for key business questions around consumers, markets, brands and media – now and in the future. As an analytics partner, we promise our clients all over the world “Growth from Knowledge”.

GfK in Middle East, North Africa and Pakistan

Our world is changing fast. The increasing speed of product innovation, the rise of new channels, and emerging customer needs are all part of business today.

Our clients are businesses around the globe. To make the best possible business decisions every day, they need to know what is happening now – and in the future. They need more than purely descriptive data – business decision makers need actionable recommendations based on advanced analytics.

We don't have a crystal ball. But we love data and science and we understand how to connect the two. We care about attention to detail and accuracy. We are digital engineers who build world-class analytics, provide actionable recommendations, powered by leading edge technology.

We are in the unique position to leverage proprietary and third-party data to create indispensable predictive market and consumer insights and recommendations. 

Because people who know best lead the way. That’s why GfK means Growth from Knowledge.


Our MENAP network

*MENAP: Middle East, North Africa and Pakistan

GfK has decades of market research experience in the Middle East. We cater to 15 countries with multiple offices across the region including Dubai, Jeddah, Riyadh, Egypt, Morocco and Pakistan. Contact us to find out what we can do for your business in MENAP.

Point of Sales Tracking

Your success relies on having the most up-to-date retail sales data to understand which technical consumer goods products are performing well in the market – and which are not. 

Our Point of Sales (POS) Tracking helps you measure your market share and brand performance and benchmark it against your competition. We have built the world’s largest retail panel, and track products and deliver insights based on actual sales data from both retailer and reseller.

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Flexible delivery frequency to fit your business goals

You can choose to have our POS insights delivered weekly, monthly or less frequently, depending on your business goals. 

Looking at the tracking from a strategic perspective, with our quarterly or monthly POS insights you can size markets, identify patterns, monitor channel dynamics and develop a detailed understanding of global and local market trends from the “big picture” macro level down to an individual product level. This allows you to optimize your product assortment, distribution and pricing strategy.

The weekly delivery is ideal for tactical decision making. Week-by-week you receive sell-out insights for your own and competing products across all relevant channels, online and offline on single item level. This helps you understand promotional effectiveness, improve retail negotiations, steer your activities, monitor critical launches, and exploit seasonal peaks such as Black Friday.

Below we list the product categories that we track on our panel. The number of products covered across the globe is extensive, yet not all are tracked in every country and at every frequency. For further information on availability in your country of interest, please contact us.

  • Telecom hardware
  • Information technology (IT hardware, software, accessories, components and storage)
  • Consumer electronics and photo
  • Major and small domestic appliances
  • Automotive aftermarket
  • Optics

Point of Sales Analytics

When developing new business strategies it’s essential to have relevant retail insights. POS Analytics helps to evaluate the sales impact and Return on Investment (RoI) of your sales and marketing activities. Using advanced econometric modelling techniques and leveraging GfK's rich tracking data assets we put clients in a position to simulate the outcome of their sales and marketing plans.

We combine global reach with our market research expertise to give you smart retail insights into your product assortment, media, promotions, price, market share, product range and SKU management and marketing mix.


You know your own turnover, but do you know how these figures stack up against the actual market potential? Without this information, you lack an objective benchmark for gauging retailer and sales performance.

To succeed in a complex market, you need to know how well you’re exploiting the regional potential for your product or service.

Our solutions include regional market analyses, target group localization, sales territory planning, digital maps such as purchasing power and regional market data as well as appraisals of real estate, locations and sales networks for the industry, retail and manufacturing sectors.

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Our detailed insights on your product group, sales channel and sales regions allow you to more efficiently manage and exploit your markets. 

  • How can you fairly assess retailer and sales rep. performance, and set realistic growth targets based on the available market potential?
  • Where is the most potential in your market, and how well are you exploiting it?
  • How can you hone in on local potential for your products and optimize your category management and POS strategy accordingly?

We help you objectively measure your performance, set more realistic targets and tap more potential. We draw on multiple data sources – such as aggregated information from GfK’s POS panels – and our proven geoanalytic methodology to calculate an objective benchmark that illuminates untapped potential and your regional market share. Using this indicator, you can directly compare the performance of your retail partners and sales reps. Our detailed regional insights also let you see where you’re strong and where you need to take action. This gives you a road map for aligning your sales strategy, retailer selection and performance targets with your market potential.  

Consumer Insights

Across GfK’s Consumer Insights portfolio, we connect market research with big data and apply analytics to provide actionable insights on consumer needs, attitudes and behaviours, both in their everyday lives, and throughout individual purchase journeys. In addition, we evaluate the competitive landscape and the drivers of changing market dynamics. Our derived business intelligence solution enables you to understand how consumers group together, for more effective targeting through market segmentation, and to size the potential opportunities for your brand, including

Marketing Effectiveness

Increased competition, evolving consumer demand, the increasing importance of digital channels, coupled with wavering brand attachment means brands are under constant pressure to remain relevant for consumers. Having a strong brand and being prominent in the consumers mind is more important than ever to reach and maintain strong market share. This demanding and fast-paced environment requires a deeper understanding of your marketing activity to allow you to: 

  • Develop short term sales and build long-lasting brand impact
  • Maximize marketing ROI
  • Identify the ideal budget allocation for each channel to maximize impact
  • Define your ad potential pre-launch to enhance consumer engagement
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Across GfK’s Marketing Effectiveness portfolio, we integrate traditional survey-based data with passive behavior to build leading-edge insights.

Our GfK Marketing Effectiveness business solutions provide a holistic view on your brand, helping you to take actions to maximize the outcome of your marketing and balance between short term sales activations and longer term brand impact. We are working with market insights data, alongside third party data providers to measure the value of your business, and provide actionable recommendations to drive sales uplift.

Furthermore, our solutions enable us to accurately predict the success of advertising before launch, and evaluate the impact of your advertising post campaign. We go beyond traditional advertising to understand the spectrum of all touchpoints, whether paid, unpaid, or earned, to identify actions to improve both touchpoint ROI and long term brand performance. We link sales, promotion and media data to understand and quantify the ROI of your marketing mix and drive maximum efficiency in marketing spend. 


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GfK Office Locations

GfK Middle East and Africa FZ LLC

Office # 406, Arjaan Office Tower - Dubai Media City
Dubai, United Arab Emirates
Tel: +971 4 429 6700

GfK Egypt

3 El Hak Fi Elhaya St.,
Sheraton, Heliopolis
Cairo 11799
Tel: +20 2 2267 1924

GfK Morocco

Casa Business Center Lot n°2,
Lotissement Mandarouna 300
Sidi Mâarouf, Casablanca 20270
Tel: +212 522 58 59 01

GfK Pakistan

26-E Block-6. PECHS
Karachi 75400
Tel: +021 34550680

GfK Saudi Arabia - Jeddah Office

Prince Mohammed Bin Abdulaziz St, Al Faisaliyyah,
Dar Al Hejaz Commercial Center 1, 2nd Floor,
Office 6; P.O. Box 5978، Jeddah 21432, Saudi Arabia
Tel: +966 12 667 9947

GfK Saudi Arabia - Riyadh Office

As Sulimaniyah, Olayya Road,
4th Floor Office No. 437, Akaria II,
Riyadh 12244, Saudi Arabia
Tel: +966 11 440 6004

Your GfK contact