You are on the global GfK website. Visit our local website for more offerings and information in your country.
Information technology
Facts & Figures
Employees
51,000 worldwide
Net revenue
USD $63.49 billion (2021)
Products used
We rely on gfknewron Consumer the intelligence from GfK to understand consumer behavior in our different segments. From agreeing which audience to target, to refining the messaging, to planning the media, we see the insight as informing both our short-term tactical actions and strategic medium- to long-term decisions. What’s more, the way we utilize gfknewron Consumer in our Spanish business has provided inspiration to our colleagues in other markets who use it as a guide to inform their own collaborations.”
Isabel Delgado
Consumer Marketing Manager, HP Spain
HP Spain has achieved a strong position in the country’s computing sector. The player is growing its presence in gaming and the premium segments with ambitions to reach dominance in these areas too by understanding consumer and market behavior and trends.
HP Spain’s marketing team is one of the company’s groups that relies on gfknewron Consumer. They use it to evaluate the local market situation, identify consumer segments to target, prioritize the importance of features, review performance and track competitors. It’s key to have these solid, reliable numbers and insights to not only inform and build strategic decisions, but to explain and support them too. They also rely on them during discussions and negotiations with retailers about new initiatives and plans. The marketers value the granularity of gfknewron Consumer - a result of the large sample sizes.
gfknewron Consumer is user-friendly, intuitive, comprehensive, powerful and flexible – and of course all of these elements are important to us. It’s also true that at HP we have access to numerous market research tools, so for us the key differentiator that defines our relationship with GfK is the excellent support of GfK team. Time and again our close working collaboration has proved essential to the decisions our team makes, adding value whether that’s for day-to-day issues, quarterly reporting, or presentations across the company at our key meetings. Ultimately, we trust and value the advice, opinions and expertise we get from our GfK expert."
Catalina Roa
Marketing Director, HP Iberia
GfK’s expert team has developed an in-depth knowledge of HP’s business and is able to call on this during presentations and meetings, as well as onboarding sessions. The relationship involves regular contact as well as intensive periods of support provided during quarterly and annual planning periods. HP are expert users of the GfK intelligence, nevertheless the marketing team also value learning new techniques to access and maximize the rich information in the tools, especially for gfknewron Consumer.
Looking for consulting services to drive sustainable growth, in-market success, and to optimize your ROI? Transform your big ideas into winning strategies with gfkconsult.
Read moreMeasure your market share and brand performance, benchmark it against competitors and maximize sales now and in the future with the world’s largest retail panel.
Read moreBased on named retailer data, KAD is invaluable in defining successful Category Management & optimizing Supply Chain Strategy. KAD is a common information currency for Retailers & Industry.
Read more08.03.2023
Webinars
Insights on key issues facing auto makers, technology and durable brands
16.02.2023
Webinars
Today’s eCommerce “shelves” are cluttered with competing SKUs – so what does it take to stand out and connect with online shoppers?
01.01.2023
Webinars
For consumers everywhere, inconsistency has become the new normal. The roller coaster ride of COVID, inflation, and more is not ending anytime soon – so how will your brand stay on top?