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. This can take the form of joint research projects or the supervision of projects and dissertations. One of the aims in this regard is to develop new market research instruments out of highly promising research trends.