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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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Hauptsitz GfK Switzerland:
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GfK Telecontrol (Entwicklung Media Measurement): 
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Facts & Anfahrtspläne

Security creates trust

Data protection is of fundamental significance to GfK Switzerland. We make every effort - both in technical and organizational terms - to guarantee that personal data is completely secure at all times. Now and in the future.

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Security creates trust
Data protection is of fundamental significance to GfK Switzerland. We make every effort - both in technical and organizational terms - to guarantee that personal data is completely secure at all times. Now and in the future.

Legal regulations
GfK Switzerland complies strictly with the principles on data protection contained in the Swiss Data Protection Law (DSG CH) of June 19, 1992. GfK Switzerland respects the privacy (Article 13 of the Federal Constitution) of people whose data are being processed. 

Internal regulations
GfK Switzerland ensures the legal provisions and principles of Swiss and internationally recognized business practice are adhered to when processing personal data (Corporate Guidelines).
GfK Switzerland has a data privacy policy (data protection guideline) in which all measures on the data security of personal data with regard to confidentiality, availability and integrity are regulated.
Employees attend in-house training sessions on data privacy on an ongoing basis and are tested every six months to ensure their knowledge is up to date.
Data protection also forms an integral component of the Human Resources Regulations and employees are obliged to comply with strict rules, non-observance of which will entail legal consequences.
The General Terms and Conditions of Business contain a separate section on data protection and non-disclosure. Market, opinion and social research data are only passed to clients in a form that makes them anonymous.
In the event of queries, please contact GfK Switzerland’s data protection officer.

For general information on data protection in Switzerland, contact the Swiss Federal data protection officer (EDÖB) at: www.edoeb.admin.ch.

Regulations of the professional associations vsms and ESOMAR

Our organization carries out its work for the purpose of providing consultancy services in compliance with the recognized rules of the profession. These rules are mandatory for the organization and arise from:

the codes and guidelines issued by ESOMAR (The World Association of Research Professionals) and
the "Statement for the area of Switzerland on the ESOMAR Code for the Practice of Market and Social Research" issued by the vsms (Association of Swiss Marketing and Social Researchers).

Latest Insights

Here you can find the latest news, studies and publications from GfK Switzerland.

View all insights from GfK Switzerland

    • 09/06/17
    • Technology
    • Trends and Forecasting
    • Global
    • English

    #Decade: What ten years of hashtags tells us about consumers today

    On August 23, the hashtag turned 10 years old.  Before achieving internet fame, it was previously known by most as the pound sign, a symbol used primarily to complete requests on customer service phone calls.  But a decade ago, everything changed thanks to an entrepreneur named Chris Messina who was looking for a way to organize conversations among different groups on Twitter. Even if you’re not that active on social media, it’s likely that hashtags are a part of your life – they’ve worked their way into everything from news articles to our daily slang to, as of 2014, our dictionary.  It’s estimated that around 125 million hashtags are shared each day on Twitter alone, with other social networks like Instagram and Facebook adopting them en masse as well. Hashtags clearly aren’t going anywhere.  What can the rise, and continued cultural dominance, of this symbol tell us about where consumers, and brands, are headed?
    • Simplify the experience. At its core, the hashtag is a method of organization – an easy way to filter through endless social media posts to find the content most relevant to you.  Our GfK Consumer Life findings consistently show that consumers want more streamlined experiences in every aspect of their lives.  The personal value of simplicity (keeping your life and mind as uncluttered as possible) has risen four ranks in importance since 2011, and nearly one in three (32%) Americans today are willing to pay more for products that make their lives easier.  As this trend continues to dominate, brands that offer more efficient solutions will thrive.
    • Support the search for like-minded peers. The advent of social media has made it easier than ever to find a group, or multiple groups, where we can feel that we belong.  According to recent research from GfK Consumer Life, nearly three in ten (27%) Americans go so far to say that belonging to groups that share their interests or beliefs is essential to their well-being – almost as many (25%) feel that the groups they belong to say a lot about them.  Hashtags have made it easier than ever to “find your tribe” and communicate with them easily – no simple feat given the pace at which our social media feeds are multiplying.  Whether you’re catching up on “Game of Thrones” reactions or mobilizing for social change, hashtags connect you to the right people.
    • Let consumer input drive the future of your brand. Perhaps one of the most interesting details about the hashtag’s origin story is that the idea came from a user of Twitter, not from its executives or developers.  In fact, many other features that are now core Twitter elements originated outside of the company’s four walls, including the word “tweet” and the brand’s signature bird icon.  Enabled by social media and other innovations, the past ten years have seen consumers get far more involved in shaping a brand’s offerings, communications, and so much more.  As GfK Consumer Life data demonstrates, most (82%) Americans tend to trust one brand over another when the company listens and responds to customer needs, complaints, and feedback; another 68 percent say that brands who prioritize customer needs over profits are more likely to earn their trust.  It’s reasonable to anticipate that these brand expectations will continue to dominate consumer mindsets as time goes on.
    • Carefully develop your brand’s voice. Having a social media presence allows brands to communicate directly with consumers and many other audiences.  It also gives them a real-time channel for timely announcements, responses to current events, and updates associated with ongoing campaigns.  But as they join the online conversation with hashtags and the like, brands must be cautious – or they’ll immediately face social media backlash.  Whether they find themselves unintentionally soliciting negative feedback, or appearing unconcerned with larger social issues, the damage can be instant – and dramatic.
    Not only do hashtags tell us a lot about the brands, news, trends, and pop culture that people care about, the mere usage of this symbol online gives us a deeper picture of evolving consumer priorities and behaviors.  As social media continues to grow and play an even larger role in our lives, it’s likely that the next ten years of the hashtag will be as important as the first ten. Rachel Bonsignore is a Senior Consultant on the Consumer Life team at GfK. She can be reached at rachel.bonsignore@gfk.com.
    • 07/27/17
    • Home Appliances
    • Retail
    • Consumer Goods
    • FMCG
    • Home and Living
    • Trends and Forecasting
    • Global Study
    • Global
    • English

    1 in 4 people entertain guests at home either daily or weekly

    A quarter of people entertain guests in their home either daily or weekly, and a further third entertain monthly, according to an online survey across 17 countries conducted by global researchers, GfK. Less than one in ten say that they never entertain guests in their home.
    • 07/25/17
    • Global Study
    • Global
    • English

    1 in 4 people entertain guests at home either daily or weekly

    Download the full report of 80+ charts showing results by age, gender, income and children in household, for 17 countries.
    • 05/04/16
    • Technology
    • Automotive
    • Connected Consumer
    • Global
    • English

    10 potential benefits of new in-car audio technology

    Each year, thousands of people worldwide are injured or killed in motor vehicle accidents involving a distracted driver. Rapid growth in the installation and use of in-vehicle electronic features, along with an array of associated visual and auditory cues, are adding to driver distraction. Future in-vehicle electronic systems will need safer and more intuitive designs to enhance the driving experience while, at the same time, reducing the risk of distraction for today’s multitasking drivers. One of our clients in the emerging connected vehicle space offered an innovative concept that addresses both safety and experiential needs with precisely and logically-placed audio cues. They sponsored user experience (UX) research with us to understand consumers’ acceptance of the concept, examine the potential impact, and assess the value that potential car buyers place on this technology and its intended benefits.

    Sneak peek: Study findings reveal expected safety and driver experience benefits

    Audio cues were considered by most participants in this study to be less distracting and more noticeable than visual cues, even among those who consider themselves to be more visually-oriented. Such audio prompts are perceived to be especially helpful in situations that demand the driver’s immediate attention, such as a blind-spot warning, lane departure warning or navigation prompt. They also have the added benefit of not requiring the driver to take his or her eyes off the road. Our research uncovered the following perceived benefits of our client’s in-car technology:
    • Improved focus (due to localization of sound)
    • Ability to multitask (due to separation of sound)
    • Better situational awareness
    • Faster response and reaction times
    • Less need to take eyes off road to view display prompts
    • More intuitive reactions requiring less concentration
    • Greater passenger awareness
    • Enhanced input when visibility is limited
    • Optimized sound placement for hearing impaired
    • Enhanced audio experience and “cool-factor”
    As with any new technology, education, clear consumer messaging and if possible, hands-on experience, are also critical to build awareness, comfort and demand. And this is just the start to a future of more engaged, alert and responsive drivers. Please share your thoughts in the comments below or email me at Melinda.Jamil@gfk.com (Senior Research Director, User Experience at GfK). For a full summary of study findings and methods, download our free whitepaper.
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Marketing and Communications 
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