GfK to “Own the future”


GfK, the fourth largest market research company in the world, will be operating under a new corporate strategy from January 1, 2012.

This new strategy is designed to align with, and take advantage of, the transformations and innovations in the market research industry and the changing demands of clients in an increasingly global and digital world. GfK’s excellent performance has set the stage for a significant investment in the future.

We find ourselves in a very strong position but, from time to time, it is necessary to take stock and assess the situation, in order to be open to the new and unknown and, when appropriate, to reinvent ourselves,

Professor Dr. Klaus L. Wübbenhorst,


The new GfK’s new corporate strategy is defined by the slogan “Own the future”. As a part of it, GfK will now focus its businesses and consolidate its portfolio into two new sectors: Consumer Choices and Consumer Experiences, that will allow the company to cover the entire purchase cycle, from media usage and advertising exposure to consumer buying behavior.