Fundamental Research

The main task facing GfKs Fundamental Research department (GfK Grundlagenforschung) is to assess current trends within research and society of potential relevance to consumer research and marketing, or which will become relevant in the near future. The process involves pioneering statistical approaches, theoretical models and new survey methods.

In addition to its own studies aimed at assessing these new approaches and its collaborations with market-research users, GfK Fundamental Research is also cooperating closely with academic institutions

Decision Processes

Analyzing and forecasting purchase decisions are central themes in market research. Fundamental Research at GfK Verein is interested in psychologically plausible models of decision-making processes and methods for predicting consumer choices.

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Behavioral Economics

There is often a surprising discrepancy between self-evaluation, theoretical predictions, and actual behavior. Experimental studies in behavioral economics underscore this reality. In two international projects, the GfK Verein is researching relevant issues together with cooperation partners.

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Social Media

The Internet and social networks like Twitter and Facebook are essential to communication today. How people interact via these media is also important for marketing and market research. The GfK Verein develops tools to better understand consumers' social media activities.

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Virtual Reality (VR)

With the advent of more and more consumer products capable of VR, it is high time to explore the potential this technology has to offer for marketing and market research. VR and AR (Augmented Reality) offer a high degree of experimental control, which is very desirable in many market research stu...

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Agent-based Models

Agent-based models allow the simulation of purchasing and decision-making behavior of consumers. The GfK Verein is currently developing a software prototype specifically for use in market research.

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Capturing Emotions

The GfK Verein has developed two innovative methods to measure consumer emotions: GfK EMO Scan and GfK EMO Sensor. In addition, emotions expressed in the voice are targeted in a new development project.

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Implicit Testing

Market research has developed great interest in consumers’ implicit attitudes. Different approaches to capture implicit processes have been proposed. In an empirical study GfK Verein has compared different methods.

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Starting around 2005, there has been a hype about neuromarketing. But which new insights can be derived for market research? In a series of studies the GfK Verein has explored benefits and limits of applying neuroscientific methods to answer marketing questions.

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GfK BrandSimulator

Prices, promotions, distribution and TV advertising are part of the traditional marketing mix. Often only small adjustments are needed to influence the purchasing behaviour of consumers such as a minor price reduction or a promotion at the right time.

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