GfK
GfK is a global leader in data and analytics, providing actionable insights into consumer behavior and market trends. With a history spanning over 85 years, GfK specializes in combining proprietary data with advanced analytics and AI to help companies make informed business decisions. While its Consumer & Retail business merged with NielsenIQ in July 2023, the GfK brand continues to deliver specialized solutions, particularly for the Tech & Durables and Media industries, operating as a key part of the NIQ group.
About Us
Founded in 1934 in Germany as 'Gesellschaft für Konsumforschung' (Society for Consumer Research), GfK rapidly grew into a global powerhouse in market research and data analytics. It built a strong reputation for providing comprehensive insights into consumer purchasing behavior, media consumption, and market dynamics across various sectors. Following the strategic merger of its Consumer & Retail arm with NielsenIQ, GfK now primarily functions as the dedicated data and analytics provider for the global Tech & Durables markets within the NIQ group, leveraging its deep industry expertise, extensive panel data, and advanced analytical capabilities to empower clients with 'Growth from Knowledge'.
Vision
Historically, GfK's vision was to be the global partner for knowledge-based decisions, leveraging cutting-edge data and analytics to shape the future of market understanding. Within NIQ, GfK continues to strive to be the indispensable source of truth for the Tech & Durables and Media sectors, driving innovation in market measurement and consumer intelligence.
Mission
While operating under the NIQ umbrella, GfK's enduring mission remains centered on enabling 'Growth from Knowledge'. This involves empowering clients with precise, data-driven insights and foresights to make confident business decisions, optimize strategies, and achieve sustainable growth by deeply understanding evolving markets and consumer needs.
Culture
GfK's culture, even within the broader NIQ group, is characterized by a strong emphasis on data integrity, analytical excellence, and client partnership. It fosters an environment of curiosity, precision, and innovation, where diverse teams collaborate to transform complex data into clear, actionable insights. There is a deep commitment to delivering value, fostering continuous learning, and adapting to dynamic market landscapes.
Specialties & Industries
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