GfK is Germany's largest and the world's fourth largest market research firm with over 10,000 employees working across more than 100 countries. It delivers services in major consumer, pharmaceutical, media and service sectors. GfK's divisions include Consumer Research, Social Research, and specialized research centers. The company works with clients like Deutsche Telekom, BMW, and Johnson & Johnson utilizing over 50 tools and instruments to provide custom research, retail analysis, media measurement, and other integrated intelligence services.

1. GfK
( Gesellschaft für Konsumforschung )
- A German Market Research Firm
www.gfk.com
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2. INTRODUCTION
 Germany’s largest & World’s 4th largest Market
research firm.
 10,000+ employees working in 150 companies
covering more than 100 countries.
 Delivers services in all major consumer,
pharmaceutical, media and service sector market
segments
 Signs off slogan "Growth from Knowledge"
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3. APPROACH
Information Interpretation Ideas Implementation
• get some hard • Tell me what • so what • you do it for
facts they mean me
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4. Divisions
Consumer Research division
• Provides research support to its clients in the Consumer Marketing
Arena.
Social Research division
• Specialises in providing social developmental research support to its
clients.
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5. Modus
• This is GfK Mode's self-contained field & analytic
organisation
Research Optimisation Centre
• International division for providing analysis and
research support services to overseas organisations.
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6. Clients
 Deutsche Telekom , Germany
 Financial Service Company, U.S.
 BMW Group, Germany
 BT Global Services, UK
 World Gold Council , UK
 Quaker , UK
 Johnson & Johnson, International Research , UK
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7. SECTORS
Custom Retail and
Media
Research Technology

8. Custom Retail and
Media
Research Technology
Operational & Reach, intensity
Retail sales of
strategic and use of TV,
technical
marketing are radio, print &
consumer goods
the process online media
Consumers and
the medical
Retailers Media sector
profession are
the clients
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9. RESEARCH & SERVICES
Automotive Energy B to B Brand and
Market Market Market Communication
Research Research Research Research
Financial Healthcare
Employee Integrated
Market Market
Research Intelligence
Research Research
Product and TV audience
Online Research concept Geo-marketing research
Research measurement
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10. Automotive Market Research
• Specialized in market and opinion research in markets for
cars, motorbikes, commercial vehicles, tires and motor parts/accessories.
• Survey provides information on the needs of owners of cars, motorbikes, commercial
vehicles, fleet managers, visitors to exhibitions/trade fairs etc..
• In-Depth individual interviews and large scale surveys through questionnaires (online
& offline) are conducted
Business-To-Business Research
• Prepare market analyses for business mass markets, which cover all the companies or
locations.
• Special survey methods such as desk research and meetings with experts to determine
market volume and market share 10

11. Integrated Intelligence
• Falls under the category of MRS
• Develop innovative research and analysis approaches, as well as
individually tailored standards and data packets.
• Provide expert advice on developing an effective marketing and media
strategy: from media usage analyses to performance measurement
Employee Research
• Involves a complete employee survey : conception to execution and to
final evaluation.
• Vital tool for collecting systematic feedback from different rank of
employees and hence forms the basis for strategic HR decisions 11

12. Tools & Instruments
AFI- Automotive BASS (Brand
ATS-(Advertising
AFECTS Intentions and Assessment CMR Tracking
Tracking System)
Purchases Study System)
GfK GfK DirectMail
ENVISION Eye Tracking GfK-MarketingLab
BEHAVIORSCAN Panel
GfK PRICE Consumer Panel
GfK NAVIGATOR GfK RETAILSCAN GfK WebScope
CHALLENGER Research
* GFK group uses more than 50 Tools & Instruments as per the need of Clients.

13. AFI- Automotive Intentions and Purchases
Study
• Monitors consumer demand for new cars and trucks.
• Captures consumers’ expectations for this next
automotive purchase and identifies changes in
demand.
BASS (Brand Assessment System)
• To assess consumer brand awareness and the
relationship between the earning potential and
attractivity of a brand.

14. ENVISION
• Delivers on-the-spot consumer reactions to creative
executions so you can achieve optimum
effectiveness, aesthetic appeal, persuasion and brand
impact for ads, package design, logos, signage, and more.
Eye Tracking
• This records where the viewer looks when shown test ads.
• The information provides details on frequency and length
of eye contact and on which elements of the test ad
constitute the main focus of interest.

15. GfK PRICE CHALLENGER
• Assesses and analyzes price thresholds
• Price changes and the price elasticity of a number of
different distribution channels
• Makes recommendations on pricing for companies
positioning themselves in a competitive environment.
GfK WebScope
• This data is based on continuous written surveys carried out
online and offline and involving a representative sample of
10,000 Internet users.

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