Two sectors - one GfK

Our business is divided into two sectors: Consumer Choices and Consumer Experiences. These work closely together across the globe as “One GfK”.

Consumer Choices

Investigates what’s selling, when and where. We continuously track online and offline media as well as major sales and information channels. Our former 'Retail and Technology' sector and the TV, radio and print measurement businesses from our Media sector are now part of Consumer Choices.

Consumer Experiences

Concentrates on consumers’ attitudes, perceptions and behavior. Using creative and robust methodologies, we answer “who”, "what", “why” and “how” of consumer buying. Our former Custom Research business and our Media sector’s ad hoc research business are now part of Consumer Experiences.