It provides data and intelligence to the consumer goods industry and is headquartered in Nuremberg , Germany. The company is a subsidiary of NIQ. The concept was developed by co-founder Wilhelm Vershofen.
Following this investigation, GfK received a license to continue its activities in In , the company was the world's fourth-largest market research company by revenue. In December , investment company American private equity group Kohlberg Kravis Roberts made a takeover bid for In , GfK launched gfknewron, a new AI-powered platform. Therefore, customers can access relevant data in real time and receive recommendations for action based on predictions. This approval was given under the condition of selling its consumer panel business, which went to the British market research company YouGov in July In May , it acquired an equity stake in Deep-Packet Inspection company Qosmos in order to track and monitor Internet usage for marketing research.
The management team consists of nine individuals as of 22 February : [ 2 ]. GfK's core business is collecting and processing data on consumer behavior. It includes advising companies using technology-based applications. GfK industry area include technology and consumer durables, retail, consumer goods, automotive, financial services, media and entertainment.
It collects data on over million SKUs and surveys over two million people in 15 countries, working in compliance with market and social research associations such as the ESOMAR Standards which contain mandatory requirements.
It provides real-time insight into market activity. GfK enables its customers to make key business decisions in areas such as marketing and sales. Since , GfK has offered its customers an AI-powered platform that uses relevant data to provide forecasts and produces recommendations to facilitate critical business decisions.
