Following the establishment of Gesellschaft für Konsumforschung e.V. in 1934, the GfK Verein began conducting the first studies for companies and organizations as well as on its own behalf in 1936. By the start of the 1980s, over 5,000 studies had been carried out covering from product and image tests, market and location analyses, to motivation studies and purchasing power maps.
Over the years, these studies have been archived by the GfK Verein and are now recorded in a database. This gives (young) researchers such as historians, sociologists and cultural studies specialists, as well as journalists and the interested public the opportunity to selectively search this rich resource to identify relevant material. Depending on the topic, the study findings offer insights for example into particular aspects of everyday life, the design and use of products, as well as information on business administration planning processes.
After selecting the studies and obtaining permission from the GfK Verein, the documents can be consulted on site in the archives in Nuremberg.