GfK Verein Annual Report ENG 2016_2017

ANNUAL REPORT 

2016/2017

2 2016/2017 ANNUAL REPORT / Greetings 

» 

THE PAST 

12 MONTHS HAVE 

BEEN AN EXCITING TIME 

FOR US – PROBABLY 

THE MOST EXCITING 

EVER. 

« 

Prof. Hubert Weiler

Greetings / 2016/2017 ANNUAL REPORT 

3 

DEAR READERS, 

The past 12 months have been an exciting time for us – probably the most exciting ever. During this time, 

the GfK Verein took a major change of direction as majority shareholder of GfK SE. According to our Articles 

of Association, we have of course continued our work as a think tank in advancing market research and new 

research methods. Yet over the last few months, we have been focusing more on our responsibility as majority 

shareholder of GfK SE. The fourth and last profit warning issued by GfK SE in August 2016 and a stagnant, 

long-term downward trend in stock price was the impetus to look for solutions, which can put GfK SE back 

on its customary successful path. 

After several years of not being represented on the Supervisory Board, the GfK Verein returned with two 

persons on the Board in May 2016. At the same time, we have actively looked for ways for how GfK can find 

its way back to long-term profitable growth and explored intensively a wide range of options. 

The decision in the relevant committees of the GfK Verein was clearly in favor of partnering with an investor. 

This was the only option we saw for GfK SE to quickly change course and get back on track for success. 

Several things were very important to us, not least with regard to the employees of GfK SE. Crucial here was 

to make sure that GfK SE remains an independent company based in Nuremberg and for the GfK Verein to 

retain the majority of the shares. Full codetermination in the Supervisory Board should also be maintained. 

Finally, it was also crucial that the investor does not pass the purchase price onto GfK SE. This was followed 

by a series of discussions with different investors with the aim of entering into an equal partnership. We are 

very pleased to have found an investor with KKR that goes along with these points and who also has longstanding 

experience in the industry and excellent networks. 

During such times of change, the commitment and expertise of employees are the most important resources. 

I therefore want to thank everyone who contributed to the success of our work as a non-profit organization 

for the advancement of market research and our new focus as investor. This particularly includes all members 

of the GfK Verein, its Advisory Board, Members’ Council, Executive Board and external advisors as well as our 

cooperation partners in the fields of science and business. 

I hope you enjoy reading this 2016/2017 Annual Report, which will give you a comprehensive insight into 

our activities. 

Prof. Hubert Weiler 

President of the GfK Verein

4 

2016/2017 ANNUAL REPORT / Contents 

CONTENTS 

2 

Greetings Prof. Hubert Weiler 

6 

Activities and Objectives of the GfK Verein 

16 

The team of the GfK Verein 

60 

SHARING 

KNOWLEDGE 

62 

Education 

74 

Publications 

22 

CREATING 

KNOWLEDGE 

76 

Events 

24 

Research projects 

40 

Studies

Contents / 2016/2017 ANNUAL REPORT 

5 

94 

MEETING THE 

ORGANIZATION 

98 

Executive Board 

100 

Members’ Council 

101 

Advisory Board 

102 

Membership in the GfK Verein 

104 

Articles of Association 

107 

Imprint 

86 

TAKING 

STOCK 

88 

2016 Annual Financial Statements 

92 

Balance Sheet 

93 

Income Statement

6 

2016/2017 ANNUAL REPORT / Activities and objects of the GfK Verein 

WHAT HAPPENED 

IN THE LAST 

12 MONTHS? 

The GfK Verein has two key tasks: The first is to be a “market research think tank.” Under this heading, 

studies are carried out, new market research methods investigated and knowledge is passed on through 

teaching at universities, the academy or our journal, the GfK MIR. 

The second is the commitment of the GfK Verein as majority shareholder of GfK SE. It is not only that the 

approximately 20.5 million shares of GfK SE owned by the GfK Verein represent its key asset; in recent years, 

it has also been the Verein’s by far most important source of income. And not least, the GfK Verein has also 

always viewed the responsibility towards the employees of GfK SE as an important task. 

Unfortunately, the situation at GfK SE has not developed 

in a satisfactorily manner over the last few years. The GfK 

Verein therefore decided to once again assume greater 

responsibility. Both vice presidents, Ralf Klein-Bölting and 

Raimund Wildner, have been on the Supervisory Board of 

GfK SE since May 2016. After another profit warning in 

August 2016 and the subsequent resignation of the chairmen 

of the Management Board and Supervisory Board of 

GfK SE, the Members’ Council and Executive Board of the 

GfK Verein unanimously decided to seek a private equity 

(PE) partner. 

As a result, discussions with several such firms were initiated 

with this objective in mind. The GfK Verein developed 

a clear negotiating position for these talks. This excluded 

assigning the price of the shares to be acquired by the PE 

firm, to GfK SE, either in whole or in part. The codetermination 

of the employees was also to remain unaffected. 

Another very important selection criteria was what kind 

of experience the potential partner had in market research 

or similar markets. 

In the discussions, KKR emerged as the company with 

which we had the most in common. In addition, there 

was also the fact that KKR had acquired significant market 

research industry experience with Nielsen. Additional 

important points were KKR’s network and the positive 

experiences of other companies with the investor. 

The subsequent negotiations with KKR were concluded 

at the beginning of December. KKR submitted a purchase 

offer for the GfK SE shares not held by the GfK Verein, 

which the Management Board and Supervisory Board of 

GfK SE recommended be accepted. Together with the GfK 

Verein, KKR was able to reach the required majority of 75 % 

in February 2017. In the meantime, it was announced that 

the remaining shareholders would receive compensation 

following a squeeze-out process. 

Peter Feld, who was brought on board by KKR, was 

appointed new CEO effective mid-March 2017. The cooperation 

with KKR is now in place and developing very positively. 

The second component of the activities of the GfK Verein, 

namely to be a think tank, was influenced by the situation 

at GfK SE. The GfK Verein has observed for some time now 

that the growth rates in the market research industry have

Activities and objects of the GfK Verein / 2016/2017 ANNUAL REPORT 7 

THINK TANK 

12 

been declining worldwide. Added to this is the fact that an 

increasing number of companies are entering the market 

with products that can deliver simple surveys faster and 

cheaper than traditional market research companies. This 

prompted the GfK Verein to conduct a systematic investigation 

of the future of market research. With the help 

of a “Digital Future Council,” which is staffed with experienced 

internet entrepreneurs and professors, factors that 

can promote or hinder the future of market research were 

examined. Important questions arising from this Future 

Council will subsequently be analyzed more closely by 

means of 90-day projects. 

This complements studies, which have also been able to 

provide important stimulus for the future shape of market 

research already. For example, the “Voices of the Leaders 

of Tomorrow” study (p. XXX) looks at the decision-making 

behavior of future managers. Market research as a tool 

to support decision-making can thereby gain important 

input. In fundamental research, possibilities of better data 

procurement and analysis in market research are being 

explored. This allows additional information to be derived 

from the analysis of facial expressions and voices: information 

that would otherwise have to be specifically extracted. 

To this end, the GfK Verein developed something groundbreaking 

together with external partners. The analysis of 

social media photos also presents additional previously 

unknown possibilities. Experiments with virtual reality 

opens up new possibilities, e.g., with car clinics. In contrast, 

hierarchical Bayesian models or the brand simulator model 

based on household panel data are ways to leverage the 

analysis of existing data. 

To do this, past studies carried out by the GfK Verein were 

also carried out in the reporting period. The studies “Challenges 

of the Nations” or “Global Trust Report” are two 

such examples. 

For the first time in 20 years, the GfK Verein will not receive 

any dividends in 2017. The build-up of reserves in recent 

years is now paying off. This allows the GfK Verein to continue 

carrying out its work as a market research think tank 

in 2017, without the need for loans. Market research is 

changing. The GfK Verein sees shaping and accompanying 

this change as its task in the years to come.

8 

2016/2017 ANNUAL REPORT / Activities and Objectives of the GfK Verein 

CLOSELY LINKED: 

FUTURE, MARKETS, 

PEOPLE AND METHODS 

GfK VEREIN 

A MARKET RESEARCH 

THINK TANK – 

ESTABLISHED 1934 

Creating knowledge, sharing knowledge, 

furthering training and education: These are 

the core tasks of the GfK Verein as a think 

tank and non-profit organization, 

working to promote market 

research. 

KEEP UP WITH THE LATEST DEVELOPMENTS 

Further information on the GfK Verein: 

www.gfk-verein.org

Activities and Objectives of the GfK Verein / 2016/2017 ANNUAL REPORT 9 

SHARING KNOWLEDGE 

The GfK Verein promotes the market researchers of 

the future worldwide with the “University Cooperation 

Program.” 

The GfK Verein has established two endowed chairs: 

The GfK Endowed Chair for Marketing Intelligence was 

set up at FAU Erlangen-Nuremberg (see p. 68) in 2009. 

This was followed by the GfK Chair of Information & 

Supply Chain Management at the University of Applied 

Management in Erding in 2015 (see p. 66). 

For the past six years, the GfK Verein has supported 

international university cooperations in rapidly growing 

markets, first in Africa and now also in China. 

“Prosumer Decision Labs” have been set up for handson 

training (see p. 64). 

CREATING KNOWLEDGE 

MARKETS 

Researching information about markets and consumer 

trends is one of the areas the GfK Verein works in. It 

investigates trends and developments related to consumption, 

on a domestic and international level. One 

example is the “Challenges of Nations” (see p. 42) study 

carried out every year, which asks about which problems 

are considered the most urgent. It is now conducted in 

24 countries. 

METHODS 

The GfK Verein develops market research methods 

in cooperation with science and industry. The new 

instruments boast significant improvements to existing 

methods. The focus of its research fields is currently on 

emotional analysis, social media monitoring and the use 

of virtual reality in market research. 

SHAPING 

THE 

FUTURE 

SHAPING THE FUTURE 

Since 2016, the “Future Programs” area of the GfK Verein 

has been addressing how market research will look 

in the future. The GfK Verein founded the Digital Future 

Council for this purpose. Experts believe it will center 

primarily on trends, but also on the consequences of 

digitalization for market research. 

INVESTOR WITH A FOCUS 

In addition to its work as a think tank, the GfK Verein 

has increased its focus on its role as majority shareholder 

in GfK SE over the last twelve months by searching 

for ways to put GfK SE back on the road to success. 

With its partner KKR, it has found an investor which 

brings with it good knowledge of the industry as well as 

its own networks. The investor also possesses qualities 

that are decisive for an equal partnership, such as keeping 

the headquarters in Nuremberg.

LOOK 

ING 

AHEA 

10 


EXPANSION OF 

FUTURES RESEARCH 

AT GfK VEREIN 

In recent years, the GfK Verein has been focusing on the question of how digitalization is 

changing markets, e.g., through greater transparency, easier comparability of prices and 

feedback. The study conducted by Dr. Fabian Buder, “Voices of the Leaders of Tomorrow,” also 

investigates the question of what companies, markets and the market decisions will look like 

in the future. In the study issued together with the St. Gallen Symposium, the next generation 

of managers get the chance to talk about how they envision the trends, economy and society 

of the future, which they want to help shape. 

In 2016, the GfK Verein’ activities were once again expanded in the area of futures research. 

The addition of Fernando Galdino, a futures researcher with a “Design Thinking” background 

and a major international network, is positive hire for the GfK Verein in this regard. The 

Brazilian-born researcher has already managed future and innovation projects for large 

international companies in the electronics and IT industries.

- 

D 


DIGITAL FUTURE WORKSHOP 

In October 2016, the GfK Verein started its first two-day 

“Digital Future” workshop in Frankfurt. Selected external 

experts from the areas of digitalization and market changes 

from several countries and disciplines came together to collaborate 

on identifying and prioritizing the trends that will 

change markets and with it market research. As a result, 

hypotheses, research questions and “tipping points,” i.e., 

potential radical changes, were analyzed and prioritized. In 

March 2017, there was also an update via video conference. 

The next workshop will be held in Munich in October 2017 

and conducted under the “Chatham House Rule,” which 

encourages free discussion in a confidential setting. 

FAST FACT FINDING: TESTING HYPOTHESES ON 

THE FUTURE OF MARKET RESEARCH 

Two topics resulting from the Digital Future Workshop 

that were immediately included and analyzed in “fast fact 

finding” projects were the changing perspective and new 

requirements of market decision makers with regard to 

market research as well as the changing “data landscape” 

driven by new standards and open data licenses. 

INSTITUTE FOR THE FUTURE, PALO ALTO 

In addition, the GfK Verein is now a partner of the Institute 

for the Future (IFTF) in Palo Alto as part of the Technology 

Horizon Program. The thematic focus here is the transformation 

of the internet from a purely informational and communication 

platform to one that implements actions – and 

which either interprets the request of users or even makes 

decisions independently. This is a key issue for the future of 

market research not only because new data will be gathered 

via speech-based digital assistants but the decision-making 

processes as well as the power relationships between 

consumer, retailer and producer when making a purchase 

– and even in determining the “relevant set” – will change 

significantly. 

The dialogue will take place over several expert workshops, 

with most of them taking place in Palo Alto. For the workshop 

on “Markets of the Future,” the participants will visit 

the GfK Verein in Nuremberg.

12 


WE ASKED 

DR ANDREAS NEUS, 

HEAD OF FUTURE AND 

UNIVERSITY PROGRAMS 

AT THE Gf K V ER EIN: 

WHAT IS HIS TEAM 

CURRENTLY WORKING ON? 

Dr Neus, you have been in charge of the topic “The Future 

of Market Research” in the GfK Verein for four years. How 

would you describe your job in two sentences? 

The focus here is clearly on the evolution of market research 

in an increasingly digital world and how it will help companies 

make better decisions in the future. Then again, this 

largely depends on how markets will operate in the future 

and how the increasing transparency and technological 

development will change the way purchasing decisions are 

made. 

These technological developments together with progressive 

digitalization are bringing about wide-reaching 

changes in all areas of life. What consequences does this 

have for market research? 

I see three key points in particular here: First, markets will 

become more transparent and transaction costs, i.e., the 

costs for initiating, concluding and monitoring fulfillment 

of the contract, will decrease. This increases market volatility 

on the one hand, while blurring the lines between market 

segments on the other. 

The second aspect is the ever-growing volume and complexity 

of data available on the behavior and decisions of 

customers as a result of increasing digitalization. For market 

research, this means that in many areas, behavior that until 

recently could only be inquired about, can now be observed. 

As a result, the focus of the value added chain of market 

research is shifting from data gathering or “production” 

to increasingly more complex analyses, visualizations and 

interpretation in order to arrive at valid recommendations 

for action. 

And finally, how data is handled will change. Topics such as 

data science and the interactive analysis of data will continue 

to become an important cultural technology, which will 

take on greater significance in all areas of the economy and 

society. Just as spreadsheets and comprehensive statistics 

programs found their way into companies in the 90s and 

2000s and changed how data is handled, now it is program 

languages such as “R” or “Python” and APIs for real-time 

access to data that will be the new standard for the flexible 

handling of data.


GO! 

“THE FUTURE IS ALREADY 

HERE – IT’S JUST NOT EVENLY 

DISTRIBUTED” 

WILLIAM GIBSON 

And what new challenges will market research customers/ 

companies see themselves faced with in the future? 

Increasingly transparent and more international markets 

create greater price and competitive pressure, which results 

in the reduction of market entry barriers in many sectors. 

That means that companies may also have to deal with competition 

from niche suppliers and their own customers, such 

as “prosumers,” who are themselves active in the market. 

Digitalization, up to now often misunderstood as a “technical 

problem,” must be tackled in companies. This not only 

involves a cultural transformation and the handing over of 

decision-making power to “digital natives” but also means 

questioning one’s own added value and positioning as a 

company in a digital world. Resistance to doing this can 

lead to innovation blindness, i.e., that companies either fail 

to react to disruptive innovations or are far too hesitant 

to do so. These companies sometimes behave as if though 

they do not see the innovations, or as if they were “blind.” 

This is often due to the fact that a company has a strong 

world view and self-image, which is based on previous 

market successes and therefore fails to adapt to the new 

market realities in time. In order to recognize false assumptions, 

companies should implement something like a “surely 

alarm.” What this means is that whenever someone begins 

a sentence with “surely” or “naturally,” one should always 

immediately challenge whether it is simply a matter of an 

assumption treated as a given fact by everyone in the company 

but which has never been checked in terms of its present 

and future validity. 

How can market research help companies in their decisionmaking 

processes in the future? 

Market research for client companies will generally continue 

evolving into a competent and trusted partner for trends 

and strategic market decisions. After all, the value of market 

research for companies does not lie in the data itself 

but in valuable insights to be able to make better market 

decisions, develop new products and choose the right forms 

of communication and sales channels. This is where market 

research can apply its special and still extremely valuable 

expertise with its extensive market and methodological 

know-how. 

In my view, market research will undergo another change 

and shift from a product orientation to a service orienta-

14 


» 

THERE REALLY IS 

NO TYPICAL WORKDAY – 

THAT IS WHAT MAKES 

THE WORK ON FUTURE 

ISSUES AND COUNTRIES 

WITH FAST-GROWING 

ECONOMIES SO 

EXCITING. 

« 

Dr Andreas Neus


tion. The focus up to now has often been on the “production” 

of data. Meanwhile, we are experiencing a veritable 

flood of data and digitalization is also changing the way and 

speed with which companies have to react in their markets. 

This has also led to a greater focus on the speedy delivery 

of results – in the past, customers had to wait weeks or 

months – today they are demanding data virtually in real 

time with a digital interface in order to perform simple analyses 

and profiles on their own. In addition, the questions 

that customers have today are much more oriented to the 

future and forecasting of market developments. Naturally, 

they use new tools from the area of predictive analytics and 

machine learning for this. However, content-related expertise 

about the respective industries such as that offered by 

market research, is absolutely necessary to evaluate the 

results obtained through data science methods. The reason 

for this is that projections are not just a trivial undertaking 

which can be automated – methodological experience and 

market knowledge also play a decisive role here. 

In addition to future-oriented issues, you are also involved 

with the development of university programs in rapidly 

growing markets such as South Africa, Kenya as well as in 

China since 2013. What goals does your team have for the 

university collaborations for 2017/2018? 

There are two main goals: One is to develop the curriculum 

for data science and digital market research and the second 

is networking the Prosumer Decision Labs in Nairobi, Beijing 

and Pretoria. 

Further development of the curriculum takes into account 

the increasing importance of digital data sources and the 

respective standards and APIs. After replacing the previous 

standard SPSS software in our curriculum three years ago 

with the flexible statistical programming language “R,” we 

are now one step closer to interactive visualization and the 

use of social media data via APIs in the courses in Beijing 

and Pretoria. 

And through the Prosumer Decision Labs, we can now investigate 

cross-cultural purchasing decisions via digital media. 

In addition, we can also look at the hitherto often neglected 

interface at the end of the value added chain of market 

research: How consumer and market data can be used in 

market decisions and the limits of the rational processing 

power of managers. 

in situations of life and death. Instruments in airplane cockpits 

have also been thoroughly investigated and improved, 

such as the information flow and critical decisions of doctors 

in the emergency room. There are even sophisticated 

simulators for analyzing the impact of information overload 

or contradictory data on the decision-making process. Aside 

from business simulations of varying complexity, relatively 

little is known about the market-oriented decisions of managers. 

Through the labs, we want to take a closer look at 

the different forms of preparation and interaction with data 

and the effect of this on the quality of market decisions. Our 

cooperation with the Karlsruhe Decision and Design Lab at 

KIT as well as with the developer of the behavioral economics 

software “oTree” provides the ideal basis for this. 

I want to close with a personal question: What does a typical 

workday look like for you? And what does Dr. Andreas Neus 

do when he’s not working? 

(laughs) There really is no typical workday – that is what 

makes the work on future issues and countries with fastgrowing 

economies so exciting. 

But to answer your question: When I’m not working, you 

can probably find me behind an analog camera from the 

40s and 50s, or underwater looking for shipwrecks – both 

preferably in Italy. 

CLICK! 

The question of how the “user friendliness” of data and 

information can be improved in a way that optimally supports 

decision makers without exceeding their processing 

capacity has thus far almost exclusively been investigated

16 

2016/2017 ANNUAL REPORT / The Team 

THE GfK VEREIN 

TEAM 

The GfK Verein has 20 employees. With diverse qualifications 

and specialist knowledge, together they make a powerful team 

that propels the market research think tank to new insights. 

17 

18 

19 

11 

12 

5 6 

4 

3

The Team / 2016/2017 ANNUAL REPORT 17 

1 Prof. Dr Raimund Wildner 

2 Sandra Lades 

3 Helen Streilein 

4 Dr Anja Dieckmann 

5 Dr Fabian Buder 

6 Dr Andreas Neus 

7 Dr Matthias Unfried 

8 Holger Dietrich 

9 Claudia Stürmer 

10 Claudia Gaspar 

11 Ronald Frank 

12 Petra Gelsen 

13 Fernando Galdino 

14 Dr Carolin Kaiser 

15 René Schallner 

16 Dr Vladimir Manewitsch 

17 Dr Thomas Couronné 

18 Dr Christine Kittinger-Rosanelli 

19 Friedgard Spingler 

20 Birgit Stoltenberg 

20 

13 

14 

15 

16 

9 

7 

8 

10 

2 

1

18 


MANAGEMENT 

Managing Director and Vice President of the GfK Verein, 

Professor Raimund Wildner (1), knows that only through 

great teamwork can truly new opportunities arise from significant 

challenges: “At the GfK Verein, we have an excellent 

team for this. The high level of personal commitment of all 

the employees combined with excellent specialist knowledge 

and a huge thirst for knowledge about trends and 

innovations makes us successful.” 

As personal assistant in the office of Prof. Raimund Wildner, 

Petra Gelsen (12) is responsible for supporting members of 

the GfK Verein, managing the GfK Conference, making travel 

arrangements as well as all organizational tasks related to 

the GfK Marketing Intelligence Review. With many years of 

experience as a foreign language correspondent in the European 

Parliament, she provides advice and practical support 

for the team. 

Helen Streilein (3) has been with GfK since 1981. She 

started out as secretary to the Executive Board of GfK AG 

before moving to the GfK Verein in 2004. Since then, she has 

been personal assistant to Raimund Wildner in Administration 

as well as to Sandra Lades in the PR & Communication 

team. At the GfK Verein, she especially likes the collegial and 

friendly atmosphere that enriches her work every single day. 

GfK ACADEMY 

With over 30 years of professional experience, with 20 of 

those in marketing at renowned national and international 

branded goods companies, Friedgard Spingler (19) is more 

than just an expert for big brands. As managing director of 

the GfK Academy, she focuses on the close link between theory 

and practice. International top managers from diverse 

industries appreciate this interactive approach in the seminars 

on topics such as strategic brand management, innovation 

management and digital marketing strategies. 

GfK MIR 

As managing editor of the GfK MIR (GfK Marketing Intelligence 

Review), Dr Christine Kittinger-Rosanelli (18) regularly 

provides the marketing world with new insights and 

findings in market research. Twice a year, she prepares new 

relevant scholarly insights from the most prominent international 

researchers in the field of marketing science in 

practically oriented, themed periodicals. 

As head of public relations and communication, Sandra 

Lades (2) is the spokesperson of the GfK Verein. Driven by 

a constant stream of new ideas and many years of experience, 

she is responsible for traditional public relations as 

well as all online and offline channels of the GfK Verein. 

She is also in charge of organizing events. A highlight: The 

Orange Hour, the exclusive lunch event for all members of 

the GfK Verein. 

FUNDAMENTAL RESEARCH 

Dr Anja Dieckmann (4) heads up the Fundamental Re - 

search department of the GfK Verein together with Holger 

Dietrich. Besides working towards a better understanding 

of consumer behavior, she is also interested in how new 

technologies can be used to gain knowledge for marketing 

research. An example of this is the GfK EMO Scan, an 

instrument used for the automatic analysis of facial expressions, 

which resulted from one of her projects. Among other 

things, the trained psychologist is currently focusing on the 

use of virtual reality in market research. 

Holger Dietrich (8) leads the Fundamental Research department 

together with Anja Dieckmann. In times of turbulent 

market developments, the statistician develops new methods 

from data in order to make marketing decisions safer in 

the future. His projects include the development of agentbased 

models and different forecasting models of consumer 

purchasing behavior. 

Dr Carolin Kaiser (14), who holds a doctoral degree in business 

informatics, deals with the area of social media within 

fundamental research. The focus of her research is how 

marketing-related knowledge can be derived from photos 

that are shared on social media. The “GfK PictureScan” tool 

developed by her for this purpose won the German Innovation 

Prize in 2016. 

Dr Vladimir Manewitsch (16) investigates new and traditional 

statistical methods with regard to their application 

potential in market research. The focus of his work is on 

methods for discovering, modeling and quantifying causal 

relationships in market data. For example, a tool for the 

graphical causal modeling for driver analyses in market

The Team / 2016/2017 ANNUAL REPORT 19 

research was developed with the software package BNDA 

(Bayesian Networks & Driver Analysis). 

As a long-time software developer in various sectors, René 

Schallner (15) brings valuable IT know-how to fundamental 

research. 

His activities mainly concentrate on the further development 

of algorithms for image analysis in order to gain 

marketing-relevant knowledge from social media photos. 

In addition, he brings together the very latest research with 

cutting-edge technologies in order to make it widely accessible 

for market research. 

Birgit Stoltenberg (20) is a fundamental researcher at the 

GfK Verein with an advanced degree in business mathematics. 

She develops models such as the GfK BrandSimulator for 

analyzing and predicting the purchasing behavior of consumers. 

In addition, she deal with new ways of data modeling 

that are possible today thanks to digitalization. 

Dr Matthias Unfried (7), who holds a degree in economics, 

does research in the area of applied behavioral economics 

and experimental business research as well as emotion 

measurement. In the joint project with Dr Anja Dieckmann, 

he is currently working with engineers from the University 

of Passau and the start-up company audEERING on developing 

an instrument that can automatically detect emotions 

using the voice. 

KNOWLEDGE MANAGEMENT 

As head of knowledge management, Claudia Gaspar (10) 

has been getting to the bottom of consumer behavior since 

2007. Together with her team, she investigates the preferences 

and motives of German consumers and shares her 

findings via the online news service GfK Compact. Market 

research results are not just statistics for her but exciting 

narratives that often provide new and unusual insights. 

Wanting to know exactly how consumers tick has been driving 

Claudia Stürmer (9) to market research since she was a 

business administration student. Today, she is a knowledge 

management specialist. 

STUDIES 

As head of Studies, Ronald Frank (11) analyzes current 

trends and topics revolving around consumers several times 

a year. He is mainly concerned with the effects of demographic 

changes, migration and socioeconomic changes in 

private consumption in Germany and Europe. In addition to 

his research activities, he is also in charge of organizing the 

annual GfK Conference. 

FUTURE AND UNIVERSITY PROGRAMS 

Dr Andreas Neus (6) is Deputy Managing Director and Head 

of the Future and University Programs of the GfK Verein. 

He is deeply involved with “Market Research of the Future” 

and the related topics of digitalization, decreasing transaction 

costs, disruptive market and value creation models and 

the already noticeable influence of “digital natives” on the 

markets of tomorrow. 

Dr Fabian Buder (5) is project manager in the area of Future 

and University Programs. He looks at the future of market 

research and how management decisions are changing in 

the digital age. 

In an annually published global survey of young top talents, 

the “Global Perspectives Barometer – Voices of the Leaders 

of Tomorrow,” he addresses the question of how the generation 

of “Digital Natives” want to communicate, collaborate 

and make decisions. He also teaches market research methods 

at the Friedrich-Alexander University Erlangen-Nuremberg 

and as part of the international university cooperations 

such as at the Central University of Finance and Economics 

(CUFE) in Beijing, China. 

The Future and University Programs team is also happy 

with the two new colleagues, Fernando Galdino (13) and 

Dr Thomas Couronné (17). Fernando is an experienced trend 

researcher and explores the future of market research by 

looking at digital trends and the development of new scenarios. 

Thomas, an experienced data scientist, brings with 

him vast experience in behavioral analytics and social computing. 

On the following pages you find talks with our new 

colleagues to get to know them better.

20 


INTERVIEW 

INTERVIEWS 

DR. THOMAS COURONNÉ, PROJECT MANAGER, 


Dr. Couronné, you are working as project manager in the 

Future and University Programs team of the GfK Verein since 

November 2016, specially for the international academic 

collaboration with partner universities in Beijing, Nairobi and 

Pretoria. What does your work focus on? What chances and 

challenges do you see? 

I am currently focusing on updating the education cur riculum 

which is offered by GfK Verein in collaboration with 

the university of Pretoria, to bring know-how about open 

data, open sources solutions for analytics, and digital markets 

insights. It’s a great opportunity for us as GfK Verein to 

develop our network within market research practitioners 

and academics in South Africa, and gain visibility as market 

research experts in the local economy and its industries. 

About the data we want to work on: while the “SoLoMo” 

(Social Local Mobile) services usages are increasing in Africa, 

it is still not at the same maturity level as in Europe or USA. 

This offers the opportunity to nudge their development, but 

is also making the open/social data a more scarce resource 

at this point. 

core businesses, the increase of open/shared data and the 

need from our clients to get insights faster (and iteratively), 

sometimes on real time. 

You moved to Nuremberg recently. What do you do in your free 

time here in Nuremberg? Do you have any special hobbies? 

At first, Nuremberg – and Franconia in general – sounds 

very different from the northern/western parts of Germany 

I was more used to. After the rainy winter, it became progressively 

more familiar, with a lot of nice spots and unexpected 

hidden secrets. Now the city is getting more comfortable 

to me. I enjoy discover the surroundings, via treks, 

ski sessions, or cities visits – I especially love Bamberg and 

Augsburg – Moreover, the geographic centrality of Nuremberg 

allows to alternate weekends in the area with weekends 

in other European cities. 

One of the core competences of market research is to derive 

relevant information from data, to derive recommendations 

for actions – all in order to gain a better understanding 

of complex developments. What fascinates you the most 

about this Data Science Business? 

Data science for markets, products and consumer analytics 

is nothing new, Business Intelligence strategies have existed 

for decades. But we have reached a very interesting tipping 

point, where opportunities to develop better customer centric 

services, data driven decisions and new intelligent services 

are getting exponential due to the digitization of the

The Team / 2016/2017 ANNUAL REPORT 

21 

FERNANDO GALDINO, SENIOR TREND RESEARCHER, 


Mr Galdino, you are working for the GfK Verein since September 

2016 and are exploring the future of market research. 

What kind of questions are you working on in particular? 

First we need to look to the future and how the world is 

changing in general. Changes in social behavior, new technologies 

and business environment all influence the future 

of markets and therefore also market research. At the 

moment we are looking more closely on how the demands 

of clients are changing, the new questions they need to 

answer and how the whole contemporary landscape is influencing 

the way decisions are made inside companies. Finally, 

we explore the best way how market research can respond 

to these changes. 

As Consultant for Trend Research you are concerned with 

the issues of tomorrow. Can you share some insights with 

us? Which new chances and possibilities open up for market 

research beyond its traditional role? 

One important aspect is that digital systems are covering 

most aspects of people’s lives, making more likely that a 

personal event is documented digitally and is generating 

some sort of data. Market research is one of many fields 

that is already benefiting from it, something I expect to 

grow. At the same time this tsunami of data can be overwhelming, 

so there is a need to make it more “tangible”. 

Meaning we can expect more use of infographics, animations 

and interactive graphics to engage with information 

and generate insights. 

INTERVIEW 

You studied in Brazil, Scotland and Italy, you speak English, 

Portuguese and Italian and you have a variety of business 

skills. Would tell us a bit more about your outstanding way 

of education? 

Yes, I am Brazilian and I studied industrial design before 

discovering the world of design thinking. I worked in Sao 

Paolo for a couple different design research and innovation 

agencies, mostly helping global companies to understand 

the local culture and innovate in Brazil. In Scotland, where I 

did my masters, I learned more about how to apply ethnographic 

research in the business context. Finally, I spent one 

year in Italy doing a post-masters course and learning the 

language of my ancestors. 

You have just moved to Nuremburg: How do you feel in 

Nuremberg? Is it difficult with the German language? 

I really like Nuremberg. For someone who grew up in the 

new continent it is impressive to live among so many historical 

sites. I also love the many green areas, especially the 

ones with cycling paths along the river. German is not easy, 

but I am impressed with how much of the logic of the Latin 

languages can be applied to German – like the use of genders 

for objects, something that is completely strange for 

English speakers. 

You certainly have hobbies in your free time – would you tell 

us a bit more about them? 

First of all I love science fiction in general, so series and movies 

with futuristic themes always attract me. Another thing 

is that with less and less time for reading I discovered a 

great source of information and entertainment on podcasts 

and audio book – basically because I can listen to them while 

doing other things such as commuting, exerting or doing 

chores.

22 

CREATING 

KNOWLEDGE 

TOPICS IN THIS SECTION: 

24 /// RESEARCH PROJECTS 

40 /// S T UDIES

23

EMOTIONS 

ARE 

THE 

BET- 

TER 

ANSWERS 

24 2016/2017 ANNUAL REPORT / Creating Knowledge 

Sparkling eyes, frowning, a shaky voice – emotions speak a clear 

language. They authentically convey how a person is feeling and are 

universally understandable. For example, small “emoticons” already 

give short text messages maximum expressive power. The language 

of emotions is intuitive, has virtually no barriers and knows no 

cultural boundaries. With over 7,000 different words that exist in the 

world to express love, often a single smile is enough to make words 

superfluous. 

In market research, emotions also play a significant role. They 

contribute to the success of a campaign and immediately show in 

the product experience whether the product will deliver what it 

promises. That is the GfK Verein has devoted a primary research 

area to developing appropriate methods for capturing emotions 

automatically (i.e., unfiltered and uncomplicated in a real use case) 

for several years now. Apart from traditional survey methods, new 

technologies and communication channels, such as social photo 

networks, allow direct access to the emotional level of the consumer.

Creating Knowledge / 2016/2017 ANNUAL REPORT 

25 

GfK PICTURESCAN: 

PICTURES ARE 

WORTH 1,000 WORDS 

CURRENT 

RESEARCH 

PROJECT 

In the age of social media, people are subjected to permanent information overload. Generation Z is “always 

on.” Messages only get through to them in the form of an eye-catcher. Emotional and catchy is the name of 

the game. Photos have become the preferred form of individual expression and above all a universal language. 

Photo portals such as Instagram or Snapchat, where communication takes place primarily through photos, 

have been enjoying ever increasing popularity. 

ANALYSIS OF BRAND IMAGES 

The upload of millions of pictures per day provides market 

research with an unparalleled source of information. “User 

generated content” often contains products and brands 

and with it marketing-relevant knowledge. A “Facebook” 

study carried out by the GfK Verein and the University of 

Michigan-Dearborn confirms that social media photos can 

be an expression of brand likeability, loyalty and positive 

word-of-mouth advertising. 

In order to be able to analyze this thus far largely untapped 

data source, the GfK Verein and University of Augsburg 

jointly developed the GfK PictureScan tool. The application 

recognizes logos, objects, scenes, people with emotions, age 

and gender as well as the overall mood of photos and aggregates 

them to indicators. This makes it possible to measure 

brand popularity and customer feedback virtually in real 

time. Trends can be discovered and opportunities and risks 

assessed for image management and sales. 

A case study for 41 FMCG brands in Germany conducted 

by the GfK Verein confirms the results of the PictureScan 

analysis by means of a text-based social media analysis, a 

representative survey and an analysis of the GfK household 

panel: The more photos there are of a brand on social media, 

the more text posts there are about this brand on social 

media, the greater awareness there is of the brand in the 

survey and the more regular buyers there are in the household 

panel. 

NUMEROUS APPLICATION POSSIBILITIES 

However, PictureScan not only delivers consistent results 

for traditional market research but also provides completely 

new insights into the life of consumers. This is shown in 

numerous application studies conducted by the GfK Verein 

in the past year. 

For example, photos reveal the real usage situations of 

brands. A photo comparison between two cola brands 

showed significant differences with respect to the location 

of where the beverage was consumed and the demographics 

of the people depicted with the beverage. This allows 

valuable findings to be derived for the design of target 

group-specific advertising. 

Continuous monitoring of the mood of the photos makes it 

possible to readily assess opportunities and risks and take 

countermeasures. For example, an 18-month tracking study 

of a candy brand revealed that only few fan postings are 

generated during the times with the highest sales such as 

Easter and the pre-Christmas season compared to the competition. 

Introducing new seasonal products could remedy 

this situation and raise awareness around the holidays. 

The success of marketing measures can also be measured 

with photos: Do they motivate consumers to photograph a 

brand more often and share it on social networks? Tracking 

the social media photos of a personal care brand shed light 

on successful marketing measures: A hairstyling campaign 

as well as an exclusive product presentation for bloggers


70% 

PRODUCT PRESENTATION 

FOR BLOGGERS 

60% 

50% 

40% 

COSMETIC 

BOX 

ADVENT 

CALENDAR 

30% 

20% 

HAIRSTYLING EVENT 

10% 

0% 

01/07/2013 

01/08/2013 

01/09/2013 

01/10/2013 

01/11/2013 

01/12/2013 

01/01/2014 

01/02/2014 

01/03/2014 

01/04/2014 

01/05/2014 

01/06/2014 

01/07/2014 

01/08/2014 

01/09/2014 

01/10/2014 

01/11/2014 

01/12/2014 

and integrating the brand in a popular cosmetics box and 

advent calendar had a positive effect on the number of photos 

posted. 

In addition, new social media trends can be discovered 

and production planning aligned accordingly early on: For 

example, a photo analysis in 2015 found that in the summer 

months fans of a cosmetic brand mainly posted pictures of 

extravagantly polished nails. In the fall, however, the trend 

was more towards natural looking nails. 

Insight into the life of consumers gained through GfK PictureScan 

provides more new ideas and honest feedback for 

advertising and product design. Marketers are thus better 

able to assess and manage image and sales in a profitable 

manner. The promising tool is not only for social media; it 

can also be used in all situations where image mining needs 

to be automated for large volumes of photos. GfK PictureScan 

was awarded the German Market Research Innovation 

Prize in 2016 and will be developed further in future 

studies. 

Insight into the life of consumers gained through GfK PictureScan 

provides more new ideas and honest feedback for 

advertising and product design. Marketers are thus better 

able to assess and manage image and sales in a profitable 

manner. The promising tool is not only for social media; it 

can also be used in all situations where image mining needs 

to be automated for large volumes of photos. GfK PictureScan 

was awarded the German Market Research Innovation 

Prize in 2016 and will be developed further in future 

studies. 

PROFILE 

G f K PICTURESCAN 

PROJECT DESCRIPTION 

Development of a tool for 

extracting marketing-relevant 

knowledge from photos in 

social networks 

START OF PROJECT 

2012 

COOPERATION PARTNERS 

University of Augsburg, Prof. Rainer 

Lienhart; University of Michigan- 

Dearborn, Prof. Aaron Ahuvia


27 

VOICE ANALYTICS: WHAT THE 

VOICE SAYS ABOUT US 

CURRENT 

RESEARCH 

PROJECT 

Whether or not a consumer likes a product can sometimes already be gathered from their facial 

expression. Visual channels for capturing emotional states however are not always available. Also, not 

every emotion can be read from the facial expression. The voice on the other hand, is a very good indicator 

of the degree of emotional excitement, or “emotional arousal.” In market research it can be an indicator 

for the assessment of personal relevance. Working together with engineers from the University of Passau 

and the start-up firm audEERING GmbH, the GfK Verein has developed an instrument that can capture 

emotions by means of the voice. 

GFK MARKET BUILDER VOICE – 

VOICE ANALYSIS IN PRACTICE 

Emotion voice analysis has been available for GfK customers 

since 2016 with the Market Builder Voice tool. GfK 

MarketBuilder Voice is based on the method VOICE ANA- 

LYTICS which was developed by GfK Verein together with 

engineers from the University of Passau and start-up firm 

audEERING. 

The idea is to introduce the concepts of new products 

to study participants and then let talk freely about their 

impressions. Their answers will be recorded and evaluated 

using automatic analysis tools, including the Market 

Builder Voice. This product stands out because it uses 

emotional voice analysis to examine “how” something is 

being said in conjunction with “what” is being said. The 

combined result of both analyses reflects the degree of 

emotional influence. 

PROFILE 

VOICE ANALYTICS 


Emotion detection in the voice 

The first market-ready version can perform voice analysis 

in German, English, Spanish and Chinese. The GfK Verein is 

currently working on adapting the software to enable the 

detection model to optimize by itself or with very little 

human support. 


2014 


The University of Passau, audEERING, 

GfK SE Market Opportunities and 

Innovation


CURRENT 

RESEARCH 

PROJECT 

THE GfK EMO SCAN: 

INTERPRETING EMOTIONS 

IN REAL TIME 

Whether pursing the lips or wrinkling the nose – the GfK EMO Scan detects 

what is written on our faces and deciphers the emotional impact of advertising directly 

in the facial expression of the consumer. 

While version 1.0 of the scan software could only register 

the positive and negative emotions of subjects, the GfK 

Verein together with its cooperation partner Fraunhofer 

IIS and the University of Geneva was recently able to 

expand the instrument by two further dimensions. In 

addition to valence, the dimensions of novelty value 

(interesting vs. boring) and controllability (understandable 

vs. confusing) can also now be inferred. 

Through extremely precise interpretation of distance 

changes in individualized grid modules and the analysis 

of changes in the skin’s surface, individual muscle movements 

– so-called action units (AUs) – are captured in 

the face first. In the second step, emotional assessment 

dimensions (appraisals) are derived from these AUs using 

a statistical model. 

After a last fine-tuning of the AU detection in the past 

fiscal year, the development project could be concluded 

in spring of 2017. We now have an integrated software 

solution available that offers two options for the analysis 

of facial recordings: Either the quick recognition of 

valence (EMO Scan 1.0) or the new detailed detection of 

AUs for inferring valence, novelty and controllability. The 

aim now is to apply these new dimensions in different 

research projects and explore them further.


29 

PROFILE 

G f K EMO SCAN 


Automatic recognition of facial 

expressions for emotional analysis 


2008 


Fraunhofer Institute for Integrated 

Circuits (FIIS); University of Geneva, 

Professor Klaus R. Scherer; GfK SE


GfK SMARTSCAN: 

MOBILE [R]EVOLUTION IN 

THE CONSUMER PANEL 

CURRENT 

RESEARCH 

PROJECT 

For many people, it is impossible to imagine life without smartphones. 

At work or among friends, they have long become the most important 

means of communication. So, why not also use the intelligent companion 

for market research purposes? 

(R)EVOLUTION 

Participants of the GfK Consumer Panel are still reporting 

about their purchases by scanning the EAN bar codes of 

their products with handheld scanners and enter the corresponding 

prices manually via a keyboard. A relatively 

time-consuming process, which also carries the potential 

for errors. Since modern smartphones are now capable of 

reading barcodes, GfK has started – following a pilot project 

supported by the GfK Verein in 2015 – to shift the scanning 

of purchases done by handheld scanners to smartphones. 

This kind of capture is very attractive to the panel participants 

because they can use a device that is familiar to them 

and which they carry on their person anyway. 

In addition to scanning the EAN codes, the participants also 

photograph their sales receipts with their mobile phones. 

The main goal of GfK is to significantly reduce the effort 

required by participants through the use of the OCR software 

(= optical character recognition): The aim of the software 

is to facilitate readout and further processing of the 

entire sales receipt. The difficulty is in matching the positions 

on the receipt to the items because the item descriptions 

of the retailers often vary and usually do not indicate 

the item number (EAN). The information acquired from the 

photos will now be used to build a database that creates 

a reference between the sales receipt text, item price and 

EAN. This eliminates the need for the time-consuming manual 

entry of the prices. 

PROFILE 

G f K SMARTSCAN 


Smartphone capture of purchases 

in the consumer panel by means of 

OCR recognition 


2015 


Offerista GmbH, Berlin


31 

AGENT-BASED MODELS: 

SIMULATING PURCH ASING 

DECISIONS 

Making good market decisions requires having an understanding of complex and volatile markets. In addition, 

it is essential to find the right hypotheses and concepts to develop alternatives, plan marketing measures 

and implement them successfully. Experiences alone are no longer sufficient for showing future purchasing 

behavior. On the contrary, it is necessary to analyze and assess phenomena such as interactions in social 

networks or navigating the unending flood of information by simulating different possibilities and concepts 

CURRENT 

RESEARCH 

PROJECT 

For further insight into the changing consumer behavior, 

the GfK Verein developed a software that can simulate 

purchasing decisions. Agent-based models are used to 

extract real situations and assess different decisions. 

Agents represent market participants, e.g., persons or 

households who interact with each other and their environment. 

They have defined characteristics, are found in 

a specific environment, act autonomously, make decisions 

according to defined rules and adapt their behavior. 

For practical application, the software was adapted so 

that the exchange relationships in markets and customer 

centricity can be easily shown. Additional optimizations 

facilitate the collaboration between method and market 

experts and the improved software performance makes it 

possible to generate more comprehensive models. 

PROFILE 

AGENT-BASED 

MODELS (ABM) 


The potential application of 

agent-based models to simulate 

FMCG markets 


2012


CURRENT 

RESEARCH 

PROJECT 

BAYESIAN NETWORKS: 

MAKING AN EFFECTIVE 

IMPAC T 

Complex markets and growing competitive pressure require greater 

entrepreneurial dynamism. This means that marketing managers often 

have to make important strategic decisions quickly in order to gain 

a competitive advantage. Whether it is about increasing advertising 

expenditure, restructuring the budget or changing the marketing mix, each 

of these decisions has consequences. Causal analytical methods 

are therefore steadily gaining importance in market research. Due largely 

to the growing demand, the GfK Verein is continuously driving forward 

the further improvement of its tools for graphical causal modeling and 

driver analyses. 

Bayesian Networks (BN) are used to test the effectiveness of 

measures planned on the basis of market and survey data. 

Various disciplines such as statistics, artificial intelligence 

and philosophy are involved in the basic principle underlying 

this method. In contrast to the previously used processes 

such as LISREL or PLS, the BN approach not only allows conventional 

marketing theories to be checked for validity, but 

also provides information on undiscovered causalities while 

taking previous knowledge into consideration. This way, the 

direction and strength of the cause and effect variables can 

be identified and modeled for the entire system. 

TESTED IN PRACTICE 

The BN method has already been successfully applied in various 

market research projects. For example, how different 

taste aspects and beverage characteristics affect product 

preference could be determined through this process. 

Other market research tasks are expected to profit from this 

new form of causal analytical examination in the future. 

The acquired and quantified information about the relationships 

is represented as a path diagram. The graphical causal 

modeling serves as valid basis for the evaluation of different 

what-if scenarios. The BN approach can then measure 

the strength of the effects between variables across different 

paths. This is done by determining to what extent 

and in which ways a change in the cause affects a specific 

dependent variable. For example, how the preferences of 

consumers affect key performance indicators such as sales 

and ROI can be shown. 

PROFILE 

BAYESIAN NETWORK & 

DRIVER ANALYSIS 


Tool for graphical causal modeling 

and driver analyses 


2014


33 

GfK BRANDSIMULATOR: 

PREDICTING 

CUSTOMER REACH 

CURRENT 

RESEARCH 

PROJECT 

Prices, promotions, distribution and TV advertising are part of the traditional marketing mix. 

Often only small adjustments are needed to influence the purchasing behavior of consumers 

such as a minor price reduction or a promotion at the right time. With the GfK BrandSimulator, 

marketers can test in advance how different marketing mix measures affect the sales of 

fast-moving consumer goods. 

SINCE 2004, PURCHASES AND PURCHASING VOLUMES 

HAVE BEEN SUCCESSFULLY PREDICTED FOR PRACTICAL 

APPLICATION. 

The software is continuously revised by the GfK Verein and 

developed further on the basis of intensive research. In 

2015, the maintainability, memory requirements and computing 

time were optimized. Customer reach has been an 

area of intensive research since 2016. This is because the 

basis for the GfK BrandSimulator is the GfK household panel. 

With respect to the customer, however, the tool often competes 

with retail panel models. Therefore, the BrandSimulator 

is going to predict customer reach in the future, which 

will be a USP over retail panel models. For example, penetration 

is the only way to find out whether already existing 

customers stock up on promotional goods or if new customers 

can be enticed. A broad customer base is a solid foundation 

for successful brand management. 

determined. For instance, consideration is given to which 

stores the respective households shop at, which brands are 

available there and how the range of goods within the product 

groups on site change. All of this information is used 

to construct an algorithm for predicting customer reach 

and the results are validated by means of different product 

groups. This is broken down by brand according to existing 

consumers and new consumers. 

The selection of the product groups for the validation aims 

to depict a very heterogeneous spectrum. In order to also be 

able to predict customer reach for product range changes in 

the future, product groups were also selected whose ranges 

changed within the observation period. 

The prediction of customer reach is to be integrated in the 

simulation program in 2017. 

For the modeling of customer reach, the core model assumptions 

of the GfK BrandSimulator were revised and expanded. 

In particular, the previous assumption that each household 

chooses from an unchanging set of brands proved to be 

insufficient. At this point, it would also be counterproductive 

to have each household choose from all brands because the 

offerings in most product groups are way too varied. A solution 

is now being tried by way of a middle ground: Simultaneous 

consumption across all households is determined, i.e., 

what brands often land in the shopping cart together. Combined 

with the information on previously purchased brands, 

a set of new brands is recommended for each household. 

Depending on the observed willingness of the household 

to switch, the set is either rather small or large – however, 

always individually tailored to the preferences and needs 

PROFILE 

G f K BRANDSIMULATOR 


Prediction of customer reach 


2015 


Stan Lipovetsky 

GfK Panel Services ABS 

(Advanced Business Solutions)


BRAND GROWTH 2.0: 

MAKING BRANDS 

BIG 

CURRENT 

RESEARCH 

PROJECT 

Consumers are repeatedly faced with having to decide for or against a specific 

product. What makes them grab for something on the supermarket shelf? 

In order to strengthen brands and create products that are in line demand, it is 

essential for marketers to shed light on the black box of purchasing decisions. 

“Brand Growth 2.0” is the name of the long-term initiative 

between Europanel, a joint venture of GfK SE and KantarWorldpanel 

(KWP), and AiMark, a network of marketing 

researchers, brand manufacturers and the GfK Verein, 

which helps to measure brand growth and gain a better 

understanding of consumers. 

The initiative, which was started four years ago, draws its 

findings from different information sources: The global 

databases of the household panels of GfK SE and KWP provide 

information on the purchasing decisions of 100,000 

households in 37 countries over a period of three to twelve 

years. From this, information on brand success (growth, 

market share, penetration, loyalty) as well as brand building 

activities (e.g., innovations, price promotions, product 

range) can be derived. In addition, a database was built on 

the characteristics and successes of more than 150,000 

new products as well as another database on the distribution 

of purchase frequency of all brands in the panel. 

The collaboration also benefits from the know-how of an 

innovative network of university researchers, Europanel 

experts, GfK SE, KWP and companies. Through the direct 

exchange and critical reflection of the results, a unique 

information base is created, which all stakeholders of the 

AiMark network can access. 

Brand manufacturers as well as marketing researchers are 

particularly interested in the following questions: 

To what extent can strong market gains be explained 

by changes in reach and frequency? What is the 

individual contribution of new consumers and existing 

consumers? 

How likely is a repeat purchase of a brand if it has 

not been selected once, twice, three times or more in 

succession? 

Which factors explain why some brands are more 

successful than others? Are they the same factors for 

different regions, diverse product groups or brands of 

varying sizes?


35 

BRAND GROWTH 2.0 

COLLECTS THE FOLLOWING DATA: 

Measurement of purchasing behavior in 37 countries; 10 brands in more 

than 80 categories are analyzed. Europanel is currently conducting additional 

consumer surveys in 14 countries (in orange) and investigating the top three 

brands there in 30 categories. The data available to date, depending on 

country, covers a time period of three to twelve years. 

PANEL DATA 

PANEL DATA + SURVEY 

COUNTRIES FOLLOWING SHORTLY 

AiMark is the Center for Advanced Marketing 

Knowledge, a non-profit initiative founded 

17 years ago for the development of theory and 

marketing practice. Professor Raimund Wildner 

(GfK Verein) and Professor Jan-Benedict E.M. 

Steenkamp (University of North Carolina) lead 

the AiMark Foundation. 

The last question in particular has already been discussed 

in various projects with the industry. For example, a cooperation 

between Europanel and AiMark developed into a 

simulation tool for increasing reach. Other research projects 

focused on topics such as brand trust or the reduction 

in the annual loss of customers. 

The aim of the initiative is to enable a more in-depth look 

at other questions, something that has hitherto not been 

possible, as well as to study the developments over a longer 

period of time. 

PROFILE 

BG 20 – BRAND GROWTH 2.0 


An initiative that derives recommendations 

for action for brand building and growth 

with the help of a global database on brands, 

marketing and purchasing behavior. 


2013 


GfK SE, KantarWorldpanel (KWP), 

Europanel, AiMark


FUTURE 

FASHION 

RETAIL: 

ONLINE, 

OFFLINE, 

NOLINE? 

CURRENT 

RESEARCH 

PROJECT


37 

New technologies have made unlimited shopping possible 

beyond pedestrian areas, shopping malls or shopping 

hours. The consumer is better informed than ever before 

and smartphones have significantly changed communication 

and relationships to brands and retail locations. What 

has allowed consumers to have freedom from local businesses 

and emancipation from professional staff has caused 

permanent retailers the greatest existential crisis to date. 

In 2016, 28 % of sales in the German fashion market were 

made online, in China this figure was already at 35 %. In 

contrast, the number of pure “in-store shoppers” is steadily 

dropping, which results in ghost towns and empty stores. 

The lament of permanent retailers is getting louder and 

louder, but only very few have an answer to the crisis. 

A study by GfK Fashion & Lifestyle for the GfK Verein showed 

that the separation between online and offline channels is 

rapidly blurring. Now “noline” (= omnichannel) is seen as the 

future of retail. While online offers 24/7 access to a diverse 

product range, preferably for routine or subsequent purchases, 

and used as an information source for preliminary 

searches and price comparisons, physical stores increasingly 

have to serve as a communication point for brand culture 

and retail experience. Social experiences, humanization, 

individualization, event culture and exclusivity are just a few 

of the buzzwords to lure “connected fashionistas” back to 

the urban centers. 

Which visionary store concepts appeal to the global fashion 

shoppers was investigated in the GfK “Future Fashion 

Retail” study: Consumers and trend scouts from Germany, 

Italy, France, the UK, the U.S. and China came together from 

the areas of fashion, retail, industry, marketing, architecture 

and design. Future visions of fashion retail emerged from 

the workshops and interdisciplinary dialogue on the moderated 

GfK Sociolog platform. Combined with information on 

global purchasing behavior, “Fashion Future Retail” is still 

the only study on this topic to date that combines quantitative 

facts and analyses with qualitative insights. 

FUTURE SOLUTIONS OF THE TREND SCOUTS 

Based on the facts and analysis, four solution approaches 

were developed for the implementation of “noline”: 

To take responsibility and act environmentally 

To optimize well-being by humanizing the digital 

To feel like a king by means of a post-digital service 

offensive 

To make my life easier 

The appeal to retail is here: 

Take a look at your customers: Who are they? How can I 

capture their imagination? 

Go ahead: Pursue a clear brand strategy and take a direction! 

Don’t be everybody’s darling! 

Only those who adopt these messages and implement them 

sustainably can emerge from the existential crisis a winner 

in the future. 

PROFILE 

FUTURE FASHION RETAIL 2017 

DESCRIPTION OF STUDY 

The baseline study on behalf of the 

GfK Verein investigates purchasing behavior 

as well as needs and trends from the perspective 

of consumers and experts for fashion retail in 

Germany, Italy, France, the UK, the U.S. and 

China. 

METHODS AND SAMPLES 

The research approach includes three areas: 

Meta-Panel Analysis / Ad Hoc Analysis and 

Desk Research 

Qualitative Workshops with Consumers 

Idea Development with Experts and Trend 

Scouts 


2016/2017


NEW 

RESEARCH 

PROJECTS OF THE 

GfK VEREIN 

Technological progress is continuously changing our everyday 

lives. That means that market research also needs to change the 

way it thinks all the time. Critical self-examination, and recognizing 

new possibilities within this change and knowing how to use 

them profitably has always been one of the key tasks of market 

research. It therefore sees the challenges of new methodological 

possibilities first and foremost as an opportunity to surpass oneself. 

That is why future technologies like virtual and augmented reality 

play a decisive role in the GfK Verein’s new research projects.


39 

NEW 

RESEARCH 

PROJECT 

VIRTUAL CAR CLINICS 

In the “Virtual Car Clinics” project, the GfK Verein looks at the 

potential applications of VR technologies in the context of 

the automobile industry. Up to now, selected test vehicles 

and corresponding competitor vehicles are presented to test 

persons at so-called car clinics. The logistic effort involved 

is extremely time and cost intensive: Prototypes have to 

be produced, competitor vehicles rented and transported to 

the test location. Enormous facilities are rented for this. By 

using VR technologies, the logistic effort can be significantly 

reduced. Car clinics can take place in different countries at 

the same time and the manufacturer can receive early feedback 

on design options before a real prototype can even go 

into production. The car clinics would then be more cost-efficient 

and flexible, and the results would be available sooner. 

But is the technology really ready for practical application or 

still a long way off? The feasibility also depends on the willingness 

of the automobile manufacturer to make the CAD 

data of their vehicles available. In addition, the rendering of 

3D models is still relatively costly. Significant cost savings 

can therefore only be expected in the future. 

Together with the Automotive Research Team of GfK SE, the 

GfK Verein is trying to ascertain whether the virtual representation 

of car models in the test situation as an alternative 

to real vehicles will deliver comparable results. The 

planned pilot study will be used to derive information about 

consumer needs, measure the acceptance level of the technology 

for surveys and determine the degree of distraction 

of various VR technologies. 

SHOPPING IN VIRTUAL REALITY 

Product representations with virtual reality/augmented 

reality technologies can be controlled on an experimental 

basis and are therefore suitable for market research studies. 

In addition to the automobile area, the new technologies can 

also be used for analyzing purchasing decisions. The question 

is how does the purchasing decision process in a virtual 

environment differ from online and in-store shopping? And 

how can the unique possibilities offered by the new technologies 

be used even more effectively? The GfK Verein will 

be looking for answers to this and other questions together 

with an interdisciplinary group consisting of scientists from 

the areas of informatics, engineering and marketing at KIT 

in Karlsruhe.


GLOBAL TRUST REPORT 2017 – 

TRUST IN LAW ENFORCEMENT 

CONTINUES TO GROW 

How much trust do people place in industries, institutions and professions in Germany and other countries? 

Since 2011, the GfK Verein has been delving into this question with the Global Trust Report and alternately 

examining the trust of the population in professions or institutions and industries on an annual basis. 

This year’s study investigated the question of trust with regard to institutions and industries and surveyed 

over 28,000 people in Germany and 24 other countries. The result for Germany: Trust among the population 

towards law enforcement continues to grow, whereas trust in the automobile industry has eroded 

significantly. 

The German population is evidently very satisfied with the 

work of national law enforcement. In the list of the most 

trusted institutions, the police is again in first place in Germany 

with 85 % and even went up by 5 percentage points 

compared to the results of 2015. In Spain, the Netherlands, 

Austria, Sweden and Iran, the police is at the very top of the 

trust ranking. In Mexico, which was newly included in the 

2017 study, the population is far more distrustful of the 

police. Confidence in the police force is only expressed by 

12 % of citizens. With regard to German institutions, the 

Bundeswehr registered the greatest increase in trust. At 

64 %, it currently holds fourth place in the ranking. Positions 

two and three are also occupied by the justice system 

and administrative government institutions. Political parties 

are in last place of this year’s survey with 18 %. 

AUTOMOBILE INDUSTRY DOWN CONSIDERABLY 

In addition to institutions, the GfK Verein also investigated 

trust in industries in the “Global Trust Report 2017.” This 

year, detergent manufacturers (70 %, fifth place), clothing 

and shoe manufacturers (74 %, second place) and toy 

manufacturers (64 %, eighth place) were included in the 

study for the first time. Trade ranked as the most trustworthy 

sector in Germany as well as in seven other countries. 

Confidence in the German automobile industry on the other 

hand fell significantly by 17 percentage points compared to 

the last survey in 2015. This is probably due in large part 

to the emissions scandal of September 2015. Trust in the 

automobile industry in Japan, Italy, Sweden and the U.S. has 

also diminished greatly. Only the telecommunications industry, 

banks and insurance companies fare worse in Germany. 

PROFILE 

G f K GLOBAL TRUST 

REPORT 2017 


International study in 

25 countries on people’s trust 

in selected institutions and 

industries 

M E T H O D 

GfK GLOBO BUS 

SAMPLE SIZE 

28,273 respondents 

STUDY CONDUCTED 

Beginning of 2017 (conducted 

every two years)


41 

POLICE 

+ 5 percent points 

STUDY 

GERMANY: 

TRUST IN INSTITUTIONS 

POLICE 

85% 

JUSTICE SYSTEM/COURTS 

67% 

PUBLIC ADMINISTRATION AND AUTHORITIES 

65% 

NGOS 

64% 

MILITARY/ARMY 

64% 

EURO 

58% 

MEDIA (TV, RADIO, NEWSPAPERS) 

45% 

CHURCH 

40% 

GOVERNMENT 

38% 

INTERNET 

35% 

LARGE COMPANIES/INTERNATIONAL CORPORATIONS 

30% 

POLITICAL PARTIES 

18% 

SOURCE: GLOBAL TRUST REPORT 2017 – A STUDY OF Gf K VEREIN


CHALLENGES OF NATIONS 2016: 

MIGRATION STILL 

BIGGEST CONCERN 

What are the most urgent issues that need to be resolved today? 

For the “Challenges of Nations” study, the GfK Verein annually surveys citizens 

from 24 countries about the most pressing challenges facing their country. 

The number one challenge in Germany in 2016 was the refugee crisis. 

CONCERN ABOUT MIGRATION AND 

INTEGRATION GROWS 

In view of the refugee crisis, Germans are increasingly worried 

about the issue of migration and integration. With 

an increase of 48 percentage points to a record high of 

83 %, more than twice as many citizens have admitted to 

this concern in the last 12 months. Also in large parts of 

Europe, such as in Austria, Sweden and Belgium, there is 

also concern about migration. Much less, but nevertheless 

occupying second place in the survey results, is the issue of 

unemployment among Germans. At 13 % and thus 9 percentage 

points below the previous year’s figure, this issue 

has steadily been losing relevance in Germany since 2014. 

In countries affected by the financial crisis, like France, Italy 

and Spain, unemployment continues to be a major concern. 

CONFIDENCE IN PENSIONS, SOCIAL SECURITY 

AND FINANCIAL SITUATION 

In the ranking of the greatest challenges in Germany, places 

three to five are occupied by poverty, criminality and the 

situation of politics and the government with 10 % in each 

case. For all countries, the development of prices, unemployment, 

criminality and corruption ranked at the top of the 

greatest challenges. 

The issues of pensions, provisions for old age, social security 

and the development of prices and purchasing power are 

perceived as challenging by 8 % of the German population 

and represents the lowest value reached in 11 years. At the 

same time, concern about pensions and financial stability 

has decreased by half within a year. 

Explanatory note about the results: 

The study was carried out in July 2016, 

i.e., prior to the elections in the US. 

PROFILE 

CHALLENGES OF NATIONS 


International study to determine the most urgent 

issues to be resolved in the respective countries. 

In the first years, the study was carried out in 

European countries; it now encompasses 

24 countries worldwide, including Mexico and 

the Philippines for the first time. 

M E T H O D 


SAMPLE SIZE 

Germany: 2,104 respondents; 

Total (all countries): 27,675 respondents 


The study has been carried out annually 

since September 2001. The next issue comes 

out in July 2017


43 

QUESTION: 

What do you believe are the most 

pressing challenges that need to be 

solved today in Germany? 

STUDY 

THE TOP 10 ISSUES URGENTLY NEED 

TO BE RESOLVED IN GERMANY 

IMMIGRATION AND 

INTEGRATION 

35 

83 

UNEMPLOYMENT 

13 

22 

POVERTY 

10 

15 

CRIME 

10 

10 

POLITICS/GOVERNMENT 

10 

6 

EDUCATION POLICY 

9 

15 

PENSIONS/ 

OLD AGE PROVISION 

8 

16 

SOCIAL SECURITY 

8 

9 

PRICES AND 

PURCHASING POWER 

8 

16 

GLOBAL POLITICS/ 

EUROPEAN POLITICS 

7 

7 

2016 

2015 

I N % . 

BASE 2016: 2,016 RESPONDENTS 

BASE 2015: 1,960 RESPONDENTS


CONSUMPTION 

TREND SENSOR 2016 – 

NOW INCLUDING 

THE U.S. 

STUDY 

THE ECONOMY’S IMPACT ON PERSONAL LIFE 

How do consumers see their personal financial situation in 

the medium term? Do they look towards the future with 

worry or with optimism? According to a current study of the 

GfK Verein, private consumer behavior correlates strongly 

with the economic situation of the consumer’s country of 

origin. In view of the possible and controversial TTIP EU-US 

deal currently being discussed, the GfK included the U.S. in 

the current analysis for the first time. The “Consumer Trend 

Sensor 2016” study provides information on 705 million 

people in eight EU countries, Russia and the U.S. An important 

finding of the study was that the British, French and 

Americans are currently optimistic about their financial 

future. And this is despite the fact that their financial situation 

tells a very different story. More than four out of ten 

consumers in the respective countries currently find themselves 

in a strained living situation that is characterized by 

holding back. In other words, they are generally getting by, 

but are on the brink of a financial crisis. 

GERMANY: MORE THAN EVERY SECOND CONSUMER 

IS FINANCIALLY STABLE 

Consumers in Germany as well as those in neighboring Austria 

and the Netherlands, however, are considered to be crisis 

resistant. The majority of private households in these 

countries are not threatened by unemployment and enjoy 

a stable financial situation. More than every second respondent 

said they are doing well financially and have a positive 

view of the future. 

For the most part, even Spaniards expect a stable financial 

situation again. While tourism and the private construction 

industry boom, the 36 % share of crisis-affected consumers 

in the country (Consumer Trend Sensor 2014) decreased to 

the current 28 %. 

The Russian respondents on the other hand are pessimistic 

about their financial future. Nearly every third person 

expects a deterioration of their own purchasing power.


45 

DUE TO THE BACKGROUND 

OF A POSSIBLE FREE TRADE 

AGREEMENT BETWEEN THE EU 

AND THE USA, THE STUDY’S 

CONTENT IS EXTENDED TO 

INCLUDE THE USA. 

GERMANY 

More than every second consumer can 

be considered crisis-resistant. 

PROFILE 

TRENDSENSOR CONSUMPTION 

EFFECTS OF BREXIT STILL UNCERTAIN 

What is difficult to gauge in the medium term are the consequences 

of the Brexit vote for companies and consumers 

in the UK as well as their business partners. Experts currently 

expect that the British economy will be more seriously 

affected than the EU countries (see Süddeutsche Zeitung 

of June 24, 2016); this still remains to be seen. A picture of 

the economic trends and their financial consequences for 

the consumer will be made available to members of the GfK 

Verein in the “Consumer Trend Sensor 2018” report. 


The GfK TRENDSENSOR Consumption 

published by the GfK Verein delivers 

information on the development of values 

in the context of private consumption in 

eight European Union countries, Russia 

and the USA. 

M E T H O D 

CAPI, Paper & Pencil (Russia), 

GfK Knowledge Panel (USA) 

SAMPLE SIZE 

Total (all countries): 11,384 respondents 


Since 2001 the study has been conducted 

every two years. Study 2016 conducted in 

winter 2016/2017


GLOBAL PERSPECTIVES 

BAROMETER 2017 – 

VOICES OF THE LEADERS OF 

TOMORROW: A LIFESTYLE OF 

CONTROLLED TRANSPARENCY 

What makes the managers of tomorrow tick? The “Global Perspectives Barometer – Voices 

of the Leaders of Tomorrow” gives insight into their world. Every year, the GfK Verein and 

St. Gallen Symposium carries out a survey of young top talent under the age of 35 from the 

global network of the St. Gallen Symposium. In 2017, around 1,000 academics and young 

professionals from over 80 countries participated in the study. 

The results provide insights into what young top talents 

envision for the workplace of the future. As so-called “Digital 

Natives,” the managers of tomorrow have grown up with 

the increasing complexity and dynamism of digitalization. 

The focus of the survey in 2017 was the issue of “transparency.” 

People often believe that the generation posts everything 

online for everyone to see. But is that a true reflection 

of the reality? What do the digital talents make visible? 

Where do they expect transparency? Are there limits to this 

and if so, where? In the current “Global Perspectives Barometer 

2017 – Voices of the Leaders of Tomorrow,” the GfK 

Verein looks at four key findings about digital talents in 

relation to “transparency”: 

FINDING 1 

Leaders of Tomorrow live a lifestyle of controlled transparency 

The young generation is often called naive when it comes 

to disclosing personal data on the Internet. But the Global 

Perspectives Barometer shows a different picture of the 

Leaders of Tomorrow: Although almost all of the individuals 

surveyed share and disseminate personal information 

online, this is not something they do carelessly. Rather, they 

make a conscious decision as to which details to publish and 

which details they want to keep to themselves. The type 

of information shared suggests that they want to control 

the professional image that they cultivate online. In addition 

to (at least) one photo, which is more or less a must 

and is published by 93 percent of the individuals surveyed, 

the focus is on professional information: 87 percent share 

their educational background online, with 76 percent supplying 

information on their current position and 71 percent 

sharing details of their career. They are much less likely to 

share more personal information – for example on their religious 

or political beliefs – with the online community. The 

Leaders of Tomorrow are keen to maintain control over their 

data. 81 percent actively manage the privacy settings for 

their online profiles, with 74 percent making a distinction 

between personal and professional online profiles. 

FINDING 2: 

Leaders of Tomorrow drive the power shift from employers 

to employees 

The Leaders of Tomorrow share their experiences as employees 

just as they would share their product or service ratings 

as customers. More than half of the people surveyed are 

prepared to comment on their employer online: 35 percent 

of those with professional experience have actually already 

written a publicly visible statement about one of their employers, 

and a further 24 percent would be prepared to do so.

Global Perspectives Barometer 2017 

Global Perspectives Barometer 2017 


47 

Voices of the Leaders 

of tomorrow 

of tomorrow 

Leaders 

the of Voices 

A LifestyLe of controLLed trAnsPArency 

STUDY 

A LifestyLe of controLLed trAnsPArency 

The way in which they seek information on a potential 

employer is changing as well: In order to find out more 

about how a company they are not familiar with is rated as 

an employer, the Leaders of Tomorrow tend to look primarily 

at the opinions of other employees. Almost two-thirds (64 

percent) of the Leaders of Tomorrow would contact current 

or former employees or use employer rating platforms like 

Kununu or Glassdoor to obtain information. 

behavior within the company internally, at least initially. Just 

over half of the survey participants (53 percent), however, 

would certainly be prepared to publish information on their 

own experiences of a bad working environment, at least 

anonymously. 

GP17_RZ_FINAL_3005.indd 1 30.05.17 13:37 

GP17_RZ_FINAL_3005.indd 1 30.05.17 13:37 

FINDING 3: 

Leaders of Tomorrow call for transparency as the foundation 

for future business success 

The Leaders of Tomorrow value a transparent working environment 

with free access to information. In order to achieve 

this sort of transparency, they are also prepared to share 

information about themselves and their team. More than 

three-quarters (77 percent) say that companies that share 

information and knowledge internally as the default and 

only keep information secret that is explicitly marked as 

confidential are more successful in the long run. Only one 

in five survey participants (22 percent), on the other hand, 

believe that confidentiality should be the default. 

FINDING 4: 

Leaders of Tomorrow are acting as whistleblowers: Be transparent 

or be exposed 

Despite the calls for transparency, the transparent lifestyle 

that they already live and the wide range of communication 

tools available to expose companies to the public, the majority 

(59 percent) would only raise issues relating to unethical 

PROFILE 

GLOBAL PERSPECTIVES 

BAROMETER – VOICES OF 

THE LEADERS OF TOMORROW 


Survey of talented young people under the age 

of 35 from the St. Gallen Symposium network 

and outstanding universities 

SAMPLE 

1,017 young talents under the age of 35 from 

83 countries The participants in the online survey 

were generated from the worldwide network of the 

St. Gallen Symposium and personally invited to 

take part in the study (the selection is not 

representative). 

STUDY PERIOD 

October 2016 to February 2017 


Every year since 2014 

ADDITIONAL INFORMATION 

This report is available for download 

on our homepage www.gfk-verein.org


MYTHS 

1. 

Leaders 

of Tomorrow live a lifestyle 

of controlled transparency 

1000+ 

“LEADERS OF TOMORROW” 

2. 

Leaders of Tomorrow 

drive the power shift from 

employers to employees 

YOUNG TOP TALENT 

FROM THE GENERATION OF 

“DIGITAL NATIVES” 

FROM MORE THAN 80 COUNTRIES 

STUDENTS AND YOUNG 

PROFESSIONALS FROM DIVERSE 

DISCIPLINES 

3. 

Leaders of Tomorrow call for 

transparency as the foundation 

for future business success 

4. 

Leaders of Tomorrow as 

whistleblowers – be 

transparent or be exposed


49 

PERSONAL INFORMATION ACCESSIBLE ONLINE 

PHOTO OF YOU 

EDUCATIONAL HISTORY 

CURRENT JOB OR UNIVERSITY 

PROFESSIONAL CAREER 

93 % 

87 % 

76 % 

71 % 

Leaders of Tomorrow live transparent 

lives as almost all of them share personal 

information online. But they are not careless 

“Digital Naïves”: They actively control 

access to their online presence and care 

about cyber security. 

81% 

actively 

NETWORK OF FRIENDS 

68 % 

manage the privacy settings for online profiles 

compared to 16% that do not 

Leaders of Tomorrow share experiences 

as employees as if they were customers. 

They use their peers’ reviews and personal 

opinions to get information about a company 

as an employer. Employer brands are 

“employee-generated”. 

35% 

of 

64% 

would 

Leaders of Tomorrow with 

at least 1 month of work experience 

have already written at least one publicly 

visible statement about one of their employers 

reach out to current or former 

employees or use employer review websites 

to get information about an unknown company 

as an employer 

Leaders of Tomorrow value a transparent 

working environment with open access to 

information. They are ready to contribute 

to transparency by disclosing information 

about themselves and their teams. 

think 

77 % 

65 % 

are 

75 % 

would 

that those companies will be more successful 

in the long run in which information can be shared 

unless it is marked as confidential compared to 22% 

who think 

willing to share information about their team’s failures 

with members of the organization beyond their own team 

share information regarding their team’s performance 

report with members of the organization beyond their own team 

Leaders of Tomorrow try to raise concerns 

internally, if they discover unethical practices 

in a company they work for. But they 

are also ready to share information about 

an employer publicly online. 

59 % 

would 

53 % 

would 

try to raise concerns about questionable practices 

in their employer’s finance department only internally 

anonymously share information about a bad working 

environment publicly online


STUDY 

GfK INVESTMENT- 

BAROMETER 2017: 

SAVING TODAY – 

WHAT IS PROVEN, 

WHAT IS ATTRACTIVE? 

Every two years, the GfK Verein investigates data on the behavior of private investors with 

the GfK investment barometer. This time, around 5,000 private investors over the age of 14 in Germany, 

Great Britain, France and Italy were surveyed. The Investment Barometer 2017 shows: The opinion 

expressed and actual behavior regarding investments differs in Germany. 

The traditional savings account is still the most frequently 

used form of investment, but fares the worst in terms of 

attractiveness. Company pension plans, gold and building 

loan agreements continue to occupy the second to fourth 

places among Germans on the attractiveness list. In fact, 

however, at the time of the survey only 18 % of the respondents 

invested in a company pension plan, 6 % in gold and 

just under one-third in a building loan agreement. 

The Europeans interviewed all agree on the front-runner in 

the attractiveness ranking: Around 76 % of the Germans 

and the majority of the French, British and Italian respondents 

consider property ownership as the most attractive 

form of all investments. 

In 2016, shares and investment funds come in at number 

seven and eight of the German top list with 20 % and are 

therefore slowly becoming more attractive. Somewhat more 

averse to risk are the private savers in other countries: Only 

7 % of Italians, 13 % of the French and 19 % of the British 

see shares as attractive. One possible reason for this according 

to Raimund Wildner, Managing Director of the GfK Verein, 

is the current economic and political situation in the 

respective countries. 

PROFILE 

INVESTMENT BAROMETER 



Survey on the behavior of private 

financial decision makers in Germany, 

the UK, France and Italy 

M E T H O D 


SAMPLE SIZE 

5,000 men and women over 

the age of 14 


October/November 2016


51 

GERMANY: 

GOLD IS APPEALING – BUT THE PRIVATE INVESTORS STILL HAVE SAVINGS BOOKS 

QUESTIONS: 

Considering your current financial Investments, please tell me in which forms of savings, 

investments or asset you have invested? 

Regardless of how you save at present – how appealing* do you see each of the products, 

investment types or saving options? 

OWNER-OCCUPIED FLAT/ 

OWN HOUSE 

46 

76 

COMPANY PENSION 

SCHEME 

18 

42 

GOLD 

6 

38 

BUILDING LOAN 

CONTRACT 

32 

29 

P R I VAT E 

PENSION INSURANCE 

21 

28 

P R I VAT E 

ENDOWMENT POLICY 

21 

21 

SHARES 

12 

20 

INVESTMENT FUNDS 

15 

20 

CALL ACCOUNT 

18 

18 

SAVE AT HOME, 

PUT MONEY ASIDE 

18 

23 

F I X E D 

DEPOSIT ACCOUNT 

12 

17 

FIXED INTEREST 

SECURITIES 

4 

15 

SAVINGS PLAN 

9 

14 

UNIT-LINKED LIFE 

INSURANCE POLICY 

4 

13 

SAVINGS BOOK 

12 

40 

SAVINGS BOND 

6 

10 

I N % . 

* ATTRACTIVE = VERY ATTRACTIVE/ATTRACTIVE 

APPEALING 

REALITY 

SOURCE: Gf K VEREIN, INVESTMENTBAROMETER 2016/2017


G f K BENCHMARK FIGURES 

Once a year, the members of the GfK Verein receive a comprehensive set 

of figures: The GfK benchmark figures. These key metrics for both city and 

county level are collected by GfK GeoMarketing and are available in print 

form as well as on CD-ROM. They provide companies with the basis for 

calculating key regional sales figures. For example, they enable an initial 

estimate of regional potential and help with site planning and assessment. 

The GfK base data figures are therefore an important basis for managing 

sales and marketing. 

1,154 

cars per 1,000 residents – Wolfsburg 

once again had the highest car density in 

Germany in 2016 (as of January 1, 2016). 

Wolfsburg is also at the top of the 

rankings in the number of industrial 

employees per 1,000 residents. 

16.7 % 

of the residents in the district of 

Cloppenburg are children, which is 

around 27 % above the German average and 

thus occupies first place in Germany. The 

urban district of Dessau-Roßlau has 

the highest percentage of senior 

citizens with a share of 

29 %. 

€18.4 BILLION 

in sales expected in 2017 for the permanent retail sector in 

the urban district of Berlin. This is followed by Hamburg in 

second place with €11.2 billion. Based on the number of people 

living in Berlin, this corresponds to a GfK retail sales index of 

103.2; Hamburg’s index rating is 124.2 (average for Germany 

= 100). The lowest retail sales are expected in the district of 

Lüchow-Dannenberg with €189 million. 

€32,194 

GfK forecast of average purchasing power of the 

residents of the rural district of Starnberg in 2017. That 

is around 45 % more than the German national average. 

This puts Starnberg at the top of the ranking for Germany, 

followed by Hochtaunuskreis in Hesse and Munich and 

its surrounding area. The average purchasing power 

per resident in Germany is €22,239. In last place of 

the 402 districts is the district of Görlitz with 

€17,496 per capita. 

2,886 

construction projects in residential and nonresidential 

buildings were approved in the urban 

district of Berlin in 2015. It therefore occupies first 

place in the number of building permits. However, 

the urban district of Munich still overtakes Berlin in 

terms of estimated building costs as the Bavarian 

capital is the clear leader when it comes to 

non-residential construction costs.


53 

335 

cars per 1,000 residents is the lowest car 

density in all of Germany. This can be found 

in the urban district of Kiel. The urban district 

of Wolfsburg accounts for more than three times 

as many. Wolfsburg occupies first place in the 

number of industrial employees per 1,000 

residents, followed by Schweinfurt 

and Ingolstadt. 

72.3 % 

of all people living in the urban district of 

Heidelberg are of working age (15–65 years). In 

this ranking, it is predominantly the urban districts 

that record a high share – among the top 25, there are 

only 5 rural districts. The district of Dessau-Roßlau in 

Saxony-Anhalt has the lowest share of working age 

persons; it also has the highest share of senior 

citizens with nearly 30 % (over the 

age of 65). 

€1.827,5 

BILLION 

GfK forecast of total purchasing power for Germany as 

a whole for the current year. That represents a nominal 

increase of 2.9 % over the previous year. Per capita, this 

comes to an average purchasing power of €22,239 

available to Germans in 2017 for consumption 

spending, housing, recreation and saving. 

9.6 % 

is the share of children under the age of 15 in 

the urban district of Suhl. That is the lowest share of 

all urban and rural districts in Germany. The highest 

share on the other hand, can be found in the district of 

Cloppenburg with 16.7 %. The share of senior citizens 

over the age of 65 is highest in Dessau-Roßlau in 

Saxony-Anhalt with close to 30 %, whereas 

in Vechta in Lower Saxony it is 

only 15.4 %. 

€415.5 BILLION 

in sales expected for the German permanent retail sector in 2017. 

The most populous districts continue to show the highest sales 

volumes. Major cities like Berlin, Hamburg, Munich and Cologne are 

way ahead in the ranking according to sales volume. 

The top ten districts together make up 17.8 % of all permanent 

retail sales in Germany. This represents a further percentage 

increase compared to previous years. Retail locations that 

are already strong thus exert a more powerful pull 

on consumers. 

16.0 % 

was the unemployment rate for the urban 

district of Gelsenkirchen in September 2016, 

followed by Bremerhaven with 15.6 % and the district 

of Uckermark with 14.3 %. At only 1.7 %, the rural 

district of Eichstätt is in the lead with the lowest 

unemployment rate. Only 4 non-Bavarian 

districts made it to the top 40 (or even 

top 45).


BRIEF 

SUM- 

OTHER 

STUDIES 

MARY 

GfK CONSUMER STUDY – EXCERPT 

“For me, losing my cell phone/smartphone would be worse 

than losing my wallet.” Just a few years ago, hardly anyone 

would have thought that one day around 17 % of 50 to 

59-year olds would agree with this statement. According to 

“Consumer Study 2016,” even 11 % of 60 to 69-year olds 

as well as 7 % of women and men over the age of 70 would 

rather have their cell phone as opposed to cash or credit 

cards in their pocket. 

For the third time in a row, the GfK Verein surveyed around 

2,000 Germans on mobile communication and reaffirms 

that smartphone and with it mobile internet usage is growing 

and knows no age limit. This becomes apparent when we 

compare the results from 2012 and 2014: The percentage 

of smartphone owners has almost tripled since the 2012 

survey. Especially with the older generation, the small multitalents 

are gaining ever more acceptance. Internet usage in 

general is increasingly becoming an integral part of their 

everyday life, including when they are outside of the home, 

and is especially growing in the 70+ group. 

PROFILE 

G f K CONSUMER STUDY 


The European Consumer Study provides 

information on the fundamental trends in 

selected private consumer markets in eight 

countries in the European Union and Russia. 

M E T H O D 

CAPI/PAPI survey 

SAMPLE SIZE 

around 2,000 people in Germany 


2016


55 

“CASH” STUDY: THE END OF CASH? 

You are at the bakery about to pay when you suddenly realize 

you have no cash in your wallet. This situation probably 

sounds familiar to some people and they may wonder 

whether paying with cash is even in tune with the times. Or 

is its abolishment in favor of electronic payment methods 

long overdue? Scandinavian countries, for example, have 

been relying on cashless payments for some time now – 

even buying bread at the bakery is done with an electronic 

card. 

For the “Cash” study, the GfK Verein surveyed around 2,000 

Germans on the subject of cash in July 2016. The results 

show that payment transactions in Germany still differ 

greatly from Scandinavian countries. Only 10 % of Germans 

make payments exclusively by card or with their smartphone. 

The rest always have change or bills on them. The 

affinity for cash, however, is related to age: 92 % of senior 

citizens surveyed (65 and older) would prefer to pay in 

cash despite having other payment options. For the 14 to 

34-year old respondents, however, 37 % prefer card payments. 

If there were to be a referendum today on abolishing 

cash, the respondents are pretty much in agreement. The 

majority of Germans (64 %) would be against doing away 

with cash. Only 12 % would probably (8 %) or even definitely 

be in favor (4 %) of abolishing it completely. 

LET’S GET STARTED – HOW LOCAL INITIATIVES CAN 

CONTRIBUTE TO THE INTEGRATION OF REFUGEES IN 

THE JOB MARKET 

The influx of refugees has created great challenges in terms 

of the formal registration process, housing and support. In 

2015 alone, around 800,000 people came to Germany seeking 

asylum. The majority of them are of working age. These 

people must now be successfully integrated into the job 

market. At this point, local initiatives that act as a liaison 

between refugees and companies are becoming more important. 

This is because refugees often do not know how to go 

about the application process or what to expect in the German 

workplace. In addition, language barriers make it even 

more difficult to get a job. 

This is where local initiatives provide support. To date, however, 

little is known about their work. In order to change this, 

the Berlin Institute for Population and Development together 

with the support of the GfK Verein asked ten initiatives about 

the challenges of their everyday work and how they handle 

them. For example, volunteers assist refugees with resume 

preparation, help them during the application phase and also 

provide support at the beginning of a new job. In order to 

provide training on how to behave appropriately in the German 

workplace, some initiatives offer preventive hands-on 

workshops. Important skills and rules such as being on time 

as well as how to deal with supervisors are practiced through 

role playing. 

PROFILE 

CASH 2016 


For the “Cash” study, the GfK Verein 

surveyed around 2,000 Germans in July 2016 

on the subject of cash 

M E T H O D 

GfK Classic Bus, Face-to-face survey 

PROFILE 

DISCUSSION PAPER BY 

THE BERLIN INSTITUTE 

PUBLICATION DATE 

August 2016 

SAMPLE SIZE 

around 2,000 Germans 

STUDIES 


July 2016


MARKETING CHALLENGES: STAYING COMPETITIVE 

In view of the new communication channels, globalized markets 

and diverse customer demands, companies are having 

a tougher time getting noticed with products or services. 

According to the “Marketing Challenges 2016” study, sales 

and marketing managers from Germany and Great Britain 

see themselves confronted by numerous challenges – and 

especially remaining competitive. The survey also investigates 

major concerns with regard to economic and demographic 

conditions – the catchphrase is “shortage of skilled 

personnel.” Year after year, it will become more difficult for 

companies to find suitable employees. The internet represents 

another challenge. One out of every five marketing 

managers still see the need for catching up in the area of 

data security and online communication, especially with 

regard to customer approach. Added to this are political 

factors: Virtually none of the respondents expect Brexit to 

have positive effects for their own company – either in Germany 

or the UK. In the UK, 31 % even expect clear negative 

consequences, especially for imports and the domestic sales 

markets. 

PROFILE 

MARKETING CHALLENGES: 

STAYING COMPETITIVE 


Survey of the greatest challenges 

from the perspective of marketing 

in Germany and the UK in the 

next five to ten years. 

M E T H O D 

Telephone interviews (CATI) 

SAMPLE SIZE 

600 marketing managers in Germany 

and 474 marketing managers in the UK 


September/October 2016 

SHIFTING VALUES 

Terrorist attacks, refugee crises, acts of war that take a 

toll on human lives – events that stay in the minds of people 

and continue to have an effect. These events leave an 

impression that even affect the values of society. A current 

study by the GfK Verein surveyed around 2,000 people in 

Germany on 13 concepts of value and their relevance for 

the future. 

For 83 % of the respondents, the most important by far is 

security, which is first place in the survey findings. Compared 

to the previous year, the share of those who attribute 

increasing importance to the issue of security, rose again by 

7 percentage points. It is closely followed by the values of 

performance and trust, each with 58 %, as well as the home 

(57 %) and responsibility (55 %). 

The level of importance attributed to a specific value varies 

greatly depending on the age of the respondents. After all, 

personal values always depend on the stage of life a person 

is at. With respect to the value of performance for example, 

there are significant differences: The 14 to 24-year olds 

rate the increased importance of performance the highest 

(59 %). Among 50 to 64-year olds, only one-fourth attach 

increasing importance to this value. Related topics such as 

innovation and competition are also seen as more important 

by the younger respondents (39 and 23 %, respectively) 

compared to other age groups. At the same time, the value 

of adventure among young people – compared to other age 

groups – is rated highest on the relevance scale at 27 %. 

PROFILE 

SHIFTING VALUES 


Survey of future importance of values 

M E T H O D 

GfK Classic Bus, Face-to-face survey 

SAMPLE SIZE 

1,998 people over the age of 14 in Germany 


December 2016


57 

STUDIES 

Is life expectancy 

constantly growing? 

LIFE EXPECTANCY – A BERLIN INSTITUTE 

DISCUSSION PAPER 

Is life expectancy continuously growing? Or is the trend 

already showing signs of weakening? What factors can 

counteract the demographic change? And how does the 

trend in developing countries differ from that in developed 

countries? Can the social divide resulting from the different 

life expectancies of the countries be mitigated through 

better education? Answers to these questions can be found 

in the Berlin Institute for Population and Development’s discussion 

paper supported by the GfK Verein. 

GLOBAL GREEN INDEX GERMANY – 

FOCUS ON E-MOBILITY 

The Global Green Index is a cooperation between the GfK 

Verein and GfK SE established in 2011. It measures the basic 

attitudes of consumers towards environmental awareness 

as well as their willingness to bear the costs involved for 

environmentally responsible behavior. The Global Green 

Index comprises seven areas – consumption, production, 

energy in the home, energy supply, waste and recycling, 

mobility, tourism and personal commitment to environmental 

protection. The study, which was published in February 

2017, looks at the opportunities and risks of e-mobility 

from the consumer’s perspective. 

PROFILE 

DISCUSSION PAPER BY 

THE BERLIN INSTITUTE 

FOR POPULATION AND 

DEVELOPMENT 

PUBLICATION DATE 

June 2017 

PROFILE 

GLOBAL GREEN INDEX 

GERMANY 


Survey of consumers on their main attitudes 

towards environmental awareness and their 

willingness to bear the costs involved for 

environmentally responsible behavior 

M E T H O D 

GfK CAPI-BUS 

SAMPLE SIZE 

1,006 interviewees over the age 

of 14 in Germany 


November 2016

58 

2016/2017 ANNUAL REPORT / Creating Knowledge 

PRE- 

VIEW 

PREVIEW: 

STUDIES 

2017/18 

SOURCE: CHALLENGES OF NATIONS 2017 – 

A STUDY BY THE GfK VEREIN 

The international study investigates the most urgent challenges 

in what is now 24 countries worldwide. The study 

was started in the 1970s in Germany under the title “The 

Concerns of the Nation.” In 2001, the study was first internationalized 

in Europe and renamed “Challenges of Europe.” 

Since 2014, the citizens in several countries in America, 

Africa and Asia are also asked about the most important 

problems to be resolved in the respective country. The 2017 

issue of the “Challenges of Nations” study, as it is called 

today, comes out in July 2017. 

THE DEMOGRAPHIC AND ECONOMIC FUTURE 

OF THE EUROPEAN UNION 

The population of the European Union is continuously growing. 

While in 2015 the population of the 28 EU countries was 

508 million, it will be 525 million residents by mid-century 

according to the latest projections (without taking Brexit 

into account). In view of this, the GfK Verein is carrying out 

a comprehensive study on the demographic and economic 

future of the continent. In addition to a general inventory of 

the demographic processes, the study also investigates the 

changes that are taking place as a result to derive solution 

approaches for the future. The study is therefore aimed at 

political and economic decision makers as well as the interested 

public. The study is a cooperation with the Berlin Institute 

for Population and Development and will be published 

in August 2017.


59 

STUDIES 

GLOBAL GREEN INDEX FOR GERMANY 2017 

How green is Germany’s consumption? The Global Green 

Index investigates the environmental awareness of German 

consumers. The Eco-Index is used for measuring the 

willingness of consumers to bear the costs for environmentally 

responsible behavior. The study looks at seven areas 

of everyday life: consumption and production, energy in the 

home, energy supply, waste and recycling, mobility, tourism 

and personal commitment to environmental protection. This 

joint study of the GfK Verein and GfK SE has been carried 

since 2011. Publication of the current issue is planned for 

fall 2017. 

MOBILE COMMUNICATION IN EUROPE AND 

THE U.S. IN 2018 – A STUDY BY THE GfK VEREIN 

Smart technologies are increasingly penetrating all areas of 

life and connecting people both professionally and privately. 

In the “Mobile Communication” study, carried out every two 

years in nine European countries and the U.S., the GfK Verein 

looks at the specific usage behavior of consumers in relation 

to the internet, mobile devices like cell phones/smartphones 

and telephoning via landlines and mobile phones. The next 

issue in 2018 comes out in spring 2018. 

GLOBAL TRUST REPORT 2018 – 


The GfK Global Trust Report has been published annually 

since 2011 and alternately examines trust in professions 

or in institutions and industries. The 2018 issue looks at 

trust in selected professions in around 20 different countries. 

Publication: Spring 2018 

CONSUMPTION TREND SENSOR 2018 – 


The Consumption Trend Sensor study by the GfK Verein has 

been conducted internationally since 2001. Every two years, 

it provides information on fundamental trends in private 

consumer behavior in eight EU countries and Russia and 

also includes the U.S. Since 2016. The study focuses on the 

extent to which societal changes influence consumption. 

The 2018 issue will come out in summer

60

61 

SHARING 

KNOWLEDGE 


62 /// EDUC AT ION 

74 /// PUBLIC AT IONS 

76 /// E VEN T S

62 2016/2017 ANNUAL REPORT / Sharing Knowledge 

UNIVERSITY PROGRAMS: 

TRAINING OF MARKET 

RESEARCHERS IN RAPIDLY 

GROWING MARKETS 

In order to train and educate the next generation of market researchers, 

the GfK Verein has been developing university programs in rapidly 

growing markets for the past six years – first in Africa and now in China, 

too. The university programs of the GfK Verein focus on two main areas: 

Further development of the training programs following the end of 

DEG (German Investment and Development Corporation) funding and 

setting up “Prosumer Decision Labs.” These labs make it possible to 

study how increasingly transparent and fragmented markets affect 

the decisions of market participants. 

EDUCATION

Sharing Knowledge / 2016/2017 ANNUAL REPORT 

63 

The GfK Verein’s involvement with the university cooperation 

programs started in 2010 in South Africa, Kenya, Nigeria 

and Ghana – first as a PPP project (Public Private Partnership 

Project) with financial support from DEG, which ended 

in 2014. The GfK Verein continued its work in South Africa 

and Kenya independently and expanded it even further: The 

teaching content was revised to reflect the increasing focus 

of digital and mobile market research on data science. In 

addition to the content-related realignment, the programs 

were also developed further by incorporating more handson 

workshops and mini-projects. This entailed an even 

greater emphasis on the combination of theory and practice 

as well as the increased involvement of local markets. 

CHINA: SUMMER SCHOOL IS NOW FIRMLY ESTABLISHED 

The GfK Verein cooperates with the Business School of the 

Central University of Finance and Economics (CUFE) in Beijing. 

In July 2016, the two-week summer school on “International 

Market Research and Innovation,” which was taught 

by instructors from the GfK Verein and GfK SE, was held for 

the third time. The summer school is part of the educational 

program of the university. The credits earned by the students 

can be fully accredited. The latest summer school was 

held in July 2017 and focus on data science and new data 

sources. The emphasis here is also a stronger interrelationship 

between theory, methods and practical application. 

AFRICA: UPDATED COURSE OFFERINGS 

In order to make the curriculum of the master’s program in 

South Africa more flexible, it was revised together with the 

department of marketing at the University of Pretoria: It is 

now organized as a modular certificate course in collaboration 

with the Enterprises University of Pretoria and the 

continuing education department of the University of Pretoria. 

An important focus of the course are the digital market 

research methods, including the use of open data, modern 

visualization technologies and interactive analyses. Starting 

from the third quarter of 2017, the former two-year master’s 

program will consist of modules lasting four months 

each. Each module has a specific focus, which is coordinated 

with the local market research industry. Experts from GfK 

SE, and especially those from the area of data and technology, 

contribute their knowledge as guest lecturers. The first 

module of 2017 deals with “Digital Market Insights.” 

PROFIL 

UNIVERSITY PROGRAMS 


Future-oriented training and knowledge 

transfer on market research in rapidly 

growing markets 


2010 


GfK SE; 

Central University of Finance and Economics 

(CUFE), Beijing 

Kenya; 

University of Pretoria (UoP), South Africa; 

German Institute for International Educational 

Research (DIPF), Frankfurt; 

German Investment and Development 

Corporation (DEG), Cologne (2010–2014)


PROSUMER DECISION LABS: 

STUDYING THE CONSUMERS OF 

TODAY AND TOMORROW 

The consumer is developing more and more into a prosumer. The term prosumer stems from the 80s – 

at the time, Alvin Toffler predicted the merging of the originally separate roles of producer and consumer. 

This development was especially intensified by the internet: New online offerings such as sharing economy 

platforms have diluted the once clear separation between passive consumers and active producers. 

This transformation has an impact of marketing, market research and market decision making, which is 

investigated in the so-called prosumer decision labs of the Gfk Verein. 

LABS FOR MASTERING THE NEWEST MARKET 

RESEARCH METHODS 

Since it is crucial for the market researcher of tomorrow to 

know and master the newest methods of their industry, the 

GfK Verein designed and installed the prosumer decision 

labs. This allows the training and education carried out in 

collaboration with partner universities to be as hands-on 

as possible. Of particular interest is the fact that behavioral 

economic research for explaining the changing behavior of 

consumers is becoming increasingly relevant. The first lab 

was opened on April 12, 2016, at the Central University 

of Finance and Economics (CUFE) in Beijing. The extensive 

renovation of the lab at the University of Nairobi was completed 

in April 2017. The lab at the University of Pretoria will 

also be opened in 2017. 

Each lab is equipped with ten workstations, where the students 

can perform experiments in the area of behavioral 

economics. Whiteboards, projectors and 3D printers make 

it possible to offer workshops on topics such as innovation 

and design thinking and allow new avenues to be explored 

in the development of prototypes and gathering customer 

feedback. The labs will be equipped with hardware and software 

with financial support from the GfK Verein. In addition, 

the GfK Verein provides training for instructors and students. 

In the future, intercultural studies will also be possible 

with a network of prosumer labs. 

TOOLS FOR THE MARKET RESEARCH OF THE FUTURE 

Digital, mobile and interactive tools in market research are 

playing an increasingly prominent role in the collection, 

analysis and visualization of data, including having access 

to data sources in real time. Project-based interactive learning 

is necessary in order to professionally use the new tools 

of the trade of market research as well as program applications 

for the data collection and analysis. 

LAB


65 

UNIVERSITY 

COOPERATIONS 

Central University for Finance and Economics (CUFE) 

Business School, Beijing 

Fraunhofer IIS 

University of Applied Management, Erding 

INSEE Business School, France 

Karlsruhe Decision & Design Lab (KD2 Lab), 

Karlsruhe Institute of Technology (KIT) 

LMU Munich and The University of Geneva 

(Swiss Center for Affective Sciences) 

HI! 

Prof. Klaus Scherer, LMU Munich and University of Geneva (CISA) 

Shanghai University 

St. Gallen Foundation for International Studies 

University of Augsburg 

University of Dresden 

University of Duisburg 

FAU Erlangen-Nuremberg 

University of Passau, Prof. Björn Schuller 

University of Michigan-Dearborn, Prof. Ahuvia 

University of Nairobi, Department of Business Administration 

University of Pretoria, Department of Marketing 

University of Potsdam 

Tilburg University, Marketing Department


Gf K ENDOWED CHAIR FOR 

INFORMATION & 

SUPPLY CHAIN MANAGEMENT: 

DOING A DUAL STUDY AND MAKING 

A MARK IN BUSINESS 

EDUCATION 

Since October 2015, the GfK Endowed Chair for Information & Supply Chain Management at the University 

of Applied Management in Erding has been offering an industry-focused study program in commercial 

management. Under the direction of Prof. Dr. Rudolf Aunkofer, young professionals learn the strategic and 

operational foundation of a modern, customer-focused information and supply chain management in an 

instructive mix of research and management practice. Joint projects between the university and companies 

as well as the very close cooperation of the chair with the GfK Verein ensure unique course offerings with a 

high level of practical relevance, especially for the technology industry. 

In addition to the practice-based teaching on “Commercial 

Management,” the issue of “Disruptive Technology & Innovation” 

is another current focus: In an international research 

project, the effects of the digital transformation on the networked 

information and supply chain for technology products 

such as TVs, computers and smartphones are being 

investigated in ten countries. Over 150 experts from industry 

and trade were asked about their opinions and expectations 

regarding this issue in structured interviews. In addition 

to traditional interview analysis tools, digital forms of 

analysis such as social media listening, emotion scanning 

and multivariate processes such as predictive analytics are 

also used. 

On the one hand, the digital transformation is a subject of 

investigation. On the other hand, however, the use of analog 

as well as digital market research instruments also reflects 

the digital transformation in the study design. The goal of 

the project is to give both manufacturers and retailers recommendations 

for action for the digital transformation. At 

the same time, fundamental research should be conducted 

to find out to what extent qualitative and digitally quantitative 

research methods together can be combined for new 

customer-oriented market research solutions. 

Prof. Rudolf Aunkofer, Professor for Information & Supply 

Chain Management and holder of the GfK chair in Erding, 

illustrated the first findings from this research project to 

over 500 representatives of the start-up community at 

the YEAR OF THE ROOSTER Innovation Festival in Munich.


67 

ABOUT THE UNIVERSITY 

The GfK Endowed Chair of Marketing Intelligence is part of the Faculty for 

Business Administration at the University for Applied Management in Erding. It 

gives students the option of a dual work-study program with a bachelor’s and 

master’s degree in business administration. The university, which was founded 

in 2004, is state-approved as well as institutionally and system accredited. 

Today it is the largest private university in Bavaria and stands out due to its 

innovative semi-virtual study concept, which combines in-person phases with 

a digital learning platform. 

PROFILE 

G f K ENDOWED CHAIR 

“INFORMATION & SUPPLY 

CHAIN MANAGEMENT” 

DESCRIPTION 

The GfK chair as well as the associated 

institute at the University for Applied 

Management in Erding combines research 

and management practice 

FOUNDED 

2015 

MORE INFORMATION 

http://iscm.iun-world.com 

20 

15


EDUCATION 

GfK CHAIR AT FAU 

ERLANGEN-NUREMBERG: 

TALK WITH CHAIR HOLDER 

PROF. KOSCHATE-FISCHER 

ON TEN YEARS OF RESEARCH 

WORK AND TEACHING 

Ten years ago, the GfK Chair for Marketing Intelligence at FAU Erlangen-Nuremberg was established with 

support from the GfK Verein. The aim of the GfK Verein is to pass on knowledge, including to young academics. 

Both the bachelor’s and master’s programs are theory driven but also very hands-on and geared to the 

important strategic and operational decision-making problems and methods in marketing. 

In the past ten years, the department has become exceedingly well established. Its academic core is the 

“Master in Marketing” study program, which has been offered since 2009. Many students apply for this 

master’s program: In 2016, there were around 560 applicants for the 60 places available. In the last six years, 

310 have successfully completed the master’s degree. 

Prof. Nicole Koschate-Fischer, holder of the GfK Chair for Marketing Intelligence at FAU Erlangen-Nuremberg and 

member of the Executive Board of the GfK Verein, looks back at ten successful years of research and teaching.


69 

Prof. Koschate-Fischer, you have been holder of the GfK 

Chair for Marketing Intelligence for ten years. Surely, the 

department’s offerings have also evolved since then. What 

key research areas were in vogue in your department 

back then? What are they today and in what direction is 

research heading? 

The key research areas today are price management, product 

and innovation management and market research as 

well as customer behavior and customer relationship management. 

In this regard, we have carried out many research 

projects very successfully and published the results in the 

leading international scientific journals, such as the Journal 

of Marketing, the Journal of Marketing Research and the 

Journal of the Academy of Marketing Science. 

Over time, other subject areas such as advertising effectiveness 

research and corporate social responsibility have been 

added. In a current research project, we are looking at how 

emotions within the context of advertising can best be measured. 

For this, we also use the GfK EMO Scan. In another 

research project funded by the German Research Fund 

(DFG), we are analyzing different presentation formats of 

numerical variables (e.g., prices, discounts or incentives) and 

their impact on consumer behavior. 

In addition, the digital transformation is giving rise to many 

new and interesting questions in the fields mentioned. In 

a current research project for example, we are looking at 

dynamic pricing, i.e., a pricing strategy that allows companies 

to calculate and continuously adjust their product 

prices based on automatic algorithms. In another project, 

we are investigating the impact of emoji (i.e., small colorful 

symbols, which are increasingly replacing text) in online 

communication on consumer behavior. 

I was delighted to be appointed as an ordinary member of 

the Bavarian Academy of Sciences and Humanities based 

on my research achievements at the beginning of 2017. 

According to the Articles of Association, only scientists 

whose work represents “a considerable expansion of the 

body of knowledge” within their subject may be elected 

members. The Bavarian Academy of Sciences and Humanities 

is the largest and one of the oldest of the eight academies 

in Germany as well as the most active in terms of 

research. In accordance with the articles of association, the 

academy carries out innovative long-term research, networks 

scholars across disciplines and national borders, contributes 

to politics and society with its scientific expertise, 

furthers young scientists and is a forum for the dialogue 

between the scientific community and the public.


“THE DREAM JOBS OF 

OUR STUDENTS ARE 

EXTREMELY VARIED.” 

Students today also expect other areas of specialization 

than in the past. The focus areas of your department 

range from market research and price management to 

product and innovation management. What study tracks 

are most popular with your students today and why? 

How important is internationality in this context? 

What are their current dream jobs? 

In the Master in Marketing, the broad range of course offerings 

allow students to individualize their academic program. 

Right now, there is a high demand for topics/offerings in 

the fields of both digitalization as well as data science. Our 

courses are continuously updated to include these important 

topics and their impact on marketing. The curriculum 

for the Master in Marketing program was also expanded 

through the addition of new courses such as “Digital Marketing 

& Sales” and “Social Media Marketing” as well as a 

new junior professorship for digital marketing. 

Starting with the winter semester 2017/2018, students will 

be able to choose the new specialization option “Marketing 

Research with a Focus on Data Science” in the Master in Marketing 

program. This area of concentration combines informatics 

and statistics expertise with important core disciplines 

of marketing. Students acquire extensive knowledge, 

ranging from how to work with database systems and data 

analysis to data processing and presentation. 

Also rated highly by students is the strong practical 

approach and international focus. I would like to point out 

that renowned experts from the corporate world enhance 

the curriculum, such as Prof. Raimund Wildner and Dr. Fabian 

Buder from the GfK Verein, who regularly teach the data 

collection and data analysis courses in the “Master in Marketing.” 

The Master in Marketing also stands out for its strong 

international dimension. This can already be seen with the 

numerous applications that come from over 30 countries 

and five continents. We have also integrated renowned 

international guest professors in the program. For example, 

Prof. Hoyer (University of Texas at Austin, USA) regularly 

offers the “Advanced Topics in Marketing: Consumer 

Behavior” course. Prof. Borah (University of Washington, 

USA) teaches the course “Social Media Marketing.” Many 

of our students also do a semester abroad at one of the 

over 120 partner universities. In addition, we offer students 

the opportunity of doing a dual master’s program with EM 

Strasbourg. 

The dream jobs of our students are extremely varied. While 

many students would prefer to start at a market research 

company or in the marketing department of an international 

company, others see themselves at a start-up or launching 

one themselves. And then there are others who go on to 

pursue doctoral studies. 

Digitalization is continuously permeating all areas of life – 

big data is everywhere. How has research and teaching 

in your department changed as a result? How strongly will 

these developments affect the work in your department 

in the future?


71 

“IN THE PAST YEAR, 

OVER 1,800 STUDENTS 

PARTICIPATED IN EXPERIMENTAL 

INVESTIGATIONS AT ELAN AND 

ALSO GAINED VALUABLE 

INSIGHTS INTO MARKET 

RESEARCH.” 

Digitalization raises many new and exciting research questions. 

We address these questions in our projects. There are 

also a multitude of new data sources, such as social media 

platforms, which can provide very interesting insights, especially 

in combination with other data sources such as panel 

data. 

These topics are also integrated in the teaching content. The 

course materials are made available to the students through 

digital learning platforms, which provide personal support 

as well as online discussion forums. These developments will 

also have a significant impact on the work of the department 

in the future. 

In our last annual report, we talked about the new 

experimental lab that was also installed with the support 

of the GfK Verein. What was the feedback from the 

students on the new lab? For which applications and 

operations has it mainly been used so far? 

The Experimental Lab for Business Insights Nürnberg (ELAN) 

was opened in summer 2016 and has met with a very positive 

response from the students. The experimental lab is 

used for both teaching and research. One example is the 

marketing seminar that we have held on a regular basis since 

the lab was opened. The students here work in small groups, 

where they design their own experiments on practice-related 

issues, carry them out in the experimental lab, evaluate them 

and then present the results. They receive hands-on supervision 

and support throughout this process. The course feedback 

from the students has been very positive. 

The experimental lab has also been used extensively in 

many research projects. In the past year, over 1,800 students 

participated in experimental investigations at ELAN 

and also gained valuable insights into market research. 

In addition, the experimental lab is also open to partner 

companies. In this way, we support companies by providing 

answers to their specific questions and carry out empirical 

studies. Companies can thus benefit from our many years of 

expertise in the area of experimental research. 

If you had one wish with respect to your role as professor, 

what would it be? 

I am extremely grateful to look back at ten years of very 

successful research and teaching work. Looking to the 

future, my goal is to ensure the continued success of the 

department. At the same time, I would like to encourage 

young scientists to take the step towards becoming professors 

because the work is very exciting, diverse and also challenging, 

and one I look forward to every single day.


EDUCATION 

Gf K ACADEMY: 

HANDS-ON 

CONTINUING EDUCATION 

The interrelationship between theory and practical application – that is what the GfK Academy stands for. 

The seminars are characterized by the interdisciplinary dialogue between the participating managers from 

marketing and market research and renowned lecturers from all over the world. What can the participants 

expect? The GfK Academy considers itself a knowledge center for current issues and challenges in marketing. 

In line with its claim, the Academy is always looking at the developments and trends that are shaping the 

marketing of tomorrow. Seminar participants benefit from the excellent know-how of high-level instructors 

from universities and business schools in the U.S., Asia and Europe. Besides sound marketing and market 

research knowledge, the instructors are also known for their extensive practical experience, which they 

have gained through their work with international companies. 

THE TOPICS ARE IN SYNC WITH THE TIMES 

The topics and focus areas of the seminars are continuously 

adapted to meet the current needs and market requirements. 

All courses are characterized by an optimal mix of 

theory and practice: Participants find the use of example 

cases to impart a better understanding of complex issues 

extremely helpful. In addition, discussion groups enable 

direct exchange as part of the sessions. 

Since it was established in October 2005, more than 860 

participants from over 400 different companies have taken 

part in over 55 seminars at the GfK Academy. The participants 

work in different sectors such as consumer goods, 

financial services, the automotive industry and health care 

and come from over 30 European countries. And former participants 

like to come back, as shown by the following two 

testimonials: “I remember the workshops at the GfK Academy 

were some of the most interesting sessions I’ve been 

to…” and “...thank you so much for keeping me in the loop, 

I can say that these were the best sessions I have been to, 

and would be happy to join again…” 

More information about the current seminar program and 

speakers of the GfK Academy can be found at www.gfkacademy.com 

For example, the focus of the two-day workshop, “Designing 

New Growth – The Art of Opportunity,” was the discovery 

of new growth strategies for one’s own company and the 

development of profitable business models for the future. 

Dr. Marc Sniukas, global expert for strategic innovation and 

corporate entrepreneurship as well as the author of “The Art 

of Opportunity” showed the participants ways to increase 

their innovation potential. 

PROFILE 

G f K ACADEMY 

DESCRIPTION 

Internationally renowned lecturers share their 

knowledge in personal and professional 

exchanges on all relevant marketing topics. The 

seminars are held in English. The seminars are 

geared to marketing decision makers from all 

sectors. 

FOUNDED 

2005


73 

Gf K COMPACT: 

WELL- 

INFORMED 

PUBLI- 

CATION 

GfK Compact – the name says it all: Since 2009, the free online information service 

of the GfK Verein has been providing news from the market research of GfK SE and 

the GfK Verein in a clear, factual way. Interested users will find a handy reference 

guide on www.gfk-compact.de, divided into the sections “FocusTopics,” “Headlines,” 

“BlitzInterviews” and “OutlineData.” 

The “FocusTopics” are at the core of GfK Compact. Once 

a month, they present new findings from surveys and 

analyses from the consumer panel of GfK SE in exclusive 

compact articles. For example, the top topics last year 

were societal trends such as mobile payment and sustainability. 

As soon as a new focus topic comes out, registered 

users receive an automatic email notification and that 

way always remain up to date. Under “Headlines,” visitors 

find links to press releases and published results of 

GfK SE studies. For further information, the “OutlineData” 

section includes a collection of links of key websites with 

current facts and figures about society and consumption. 

Under the fourth section “BlitzInterviews,” current topics 

in market and opinion research are expanded further by 

interviews with experts. 

In 2016, GfK Compact received an average of 4,000 site 

visits per month. The most popular were the focus topics, 

with 3,000 hits per month. 

4,000 

SITE VIS- 

IT S PER 

MONTH! 

PROFILE 

G f K COMPACT 


An information service provided 

by the GfK Verein on current market 

research findings. 


2009 

MORE INFORMATION 

www.gfk-compact.de


Gf K MIR: 

PRACTITIONERS 

ALSO VALUE THEORY 

PUBLI- 

CATION 

The GfK Marketing Intelligence Review (GfK MIR) is the marketing journal of the GfK Verein. 

The journal presents research findings from marketing science in a practical context. 

Twice a year, a new issue featuring a current key topic is published in both German and English. 

The GfK MIR print edition is available by subscription or freely accessible online at www.gfkmir.com 

and also via other sites. The two latest issues are dedicated to the changing conditions of an 

increasingly digitalized and data-driven world. 

NEW FROM THE FIELD OF MARKETING RESEARCH 

Decision makers and managers like to broaden their marketing 

horizons with the latest findings from market research. 

At the same time, they rarely have time to read long scientific 

articles. The GfK MIR provides them with current scientific 

developments in a concise and unique format – adapted 

exactly to their needs. An advisory board of top-level, international 

members first selects the key topics of the individual 

issues and recommends the respective guest editors. 

These marketing researchers, who are very well established 

in the respective field, then invite renowned scientists from 

all over the world as authors. Besides the individual articles 

from science, each issue also features a talk with a practitioner. 

Also included in every issue is an article related to the 

research of GfK SE or the GfK Verein. 

MARKETING IN THE DIGITAL WORLD 

Both of the latest issues are dedicated to the topic of digitalization. 

In the 2/2016 issue, Professor Bernd Skiera from 

Goethe University in Frankfurt deals with the topic of “Marketing 

and Data Science.” Increasing amounts of data are 

available to marketing managers and often in “real time.” 

What at first sounds like a wishful dream, however, often 

poses major challenges for companies. Poor data quality, 

the necessary methodological knowledge, technical 

requirements for the processing and linking of data as well 

as the right interpretation of results are the key words often 

mentioned in this context. All of these topics are discussed 

in different articles. In addition, an interview on the topic 

provides interesting insights into the world of direct banks 

and shows how algorithms can take the place of traditional 

bankers. A sensitive issue that not only affects the financial 

services sector. 

The change processes brought about by digitalization are 

also the focus of the latest issue of the GfK MIR, which came 

out in May 2017. Guest editors Professor Werner Reinartz 

from the University of Cologne and Professor Srinivas 

Reddy from Singapore Management University have put 

together an issue on the topic of “Digital Transformation” 

that is certainly worth reading. As a matter of fact, social 

and economic processes change at an unbelievably fast pace 

as well as quite radically: Entire business models become 

obsolete, new players enter the market, consumers and pro-


75 

The GfK MIR is accessible to everyone online. 

The latest issues with mobile-optimized full 

texts as well as an overview of all previous 

issues can be found at www.gfkmir.com. 

All issues are also available as a readable 

PDF document free of charge at www.issuu. 

com/gfkmir. Individual articles in English 

can be downloaded from the website of the 

DeGruyter publishing house at www.degruyter. 

com/view/j/gfkmir. The site also offers additional 

services such as keyword searches. 

ducers switch roles and form platforms that are constantly 

expanding. What that means for traditional commerce or 

how crowdfunding has revolutionized the financial services 

sector can be found in this themed issue. Established companies 

also find tips and tricks on how to successfully master 

current developments. 

A PREVIEW OF FUTURE ISSUES 

Future issues of the GfK MIR will also be devoted to exciting 

topics. The networked consumer is at the center of the 

November 2017 issue. Professor Steven Andrews from 

Oxford University has already selected interesting research 

projects on the behavior of the “Connected Consumer” and 

the preparation of the articles is in full swing. The 1/2018 

issue will focus on brands and the risks that are relevant 

for brand management. For this topic, we were able to sign 

on Professor Susan Fournier from Boston University as a 

guest editor. Together with her colleague Shuba Srinivasan, 

she will examine this important but surprisingly often 

neglected aspect of brand management in an interdisciplinary 

approach. 

PROFILE 

G f K MIR MARKETING 

INTELLIGENCE REVIEW 


Marketing magazine that summarizes 

articles from scholarly publications for 

marketing decision makers in practically 

oriented, themed periodicals. 


2009 

PUBLISHED 

Twice a year


EVENT 

TRENDS THAT STAY: 

THE KRONBERGER ENTRE PRE NEURIAL 

TALKS LOOK AT WHERE 

THE MARKETS ARE HEADING 

At the end of January 2017, management board members and CEOs of fast-moving consumer goods (FMCG) 

companies gathered for the 36th time at Schlosshotel Kronberg for the entrepreneurial talks. After the 

welcome address by GfK board spokesperson Gerhard Hausruckinger, GfK Manager Thomas Bachl presented 

an optimistic picture of the situation in Germany compared to most of the other European countries: The 

continuing upward trend in consumer climate and steadily improving financial situation of consumers 

translates to volume and sales growth in the food retail sector. 

GfK manager Stephan Knäble also took a look at additional 

factors that determine the situation in the food 

retail industry. For example, the trend of consumers shopping 

less frequently but spending more per purchase is 

continuing. The growing focus on quality means that lowend 

store brands (e.g., ja!) are being purchased less frequently. 

However, due to the increase in high-end store 

brands (e.g., Rewe Feine Welt), store brands as a whole 

were able to gain market shares again in 2016 following 

a decrease in 2015. 

The share for discounters on the other hand was stagnant 

in 2016. This is mainly due to the declining number of 

younger consumers who want to shop at Aldi. The largely 

successful brand listings at Aldi were able to weaken this 

trend but still not reverse it. 

Organic specialty retailers on the other hand saw doubledigit 

growth. This was due to the higher than average sales 

share taken from specialty stores. e-commerce also saw 

slight growth of only around 5 %. With a share of 1.2 % 

of the food retail industry, there was no breakthrough in 

2016 either. 

GfK manager Robert Kecskes identified the 28 most important 

trends of the past four years in his presentation. 

These include extremely dynamic trends on a very small 

scale, such as activated carbon, which only generated sales 

of 8 million in 2016 but has grown by around 450 % on 

average in the last few years. In addition, there are the 

mature trends, such as the 6 billion market for organic 

products, which only saw average growth of 5.9 %. 

He sees a total of five consumer trends behind these 

product trends. The trend of “sustainability” represents 

an attempt to take responsibility for oneself and others. 

“Organic,” “vegan” or “aluminum free” are trends which 

can be explained in this way. Convenience and speed 

mainly represent time savings. “Wash convenience” and 

“all-in-one personal care” realize this need. The desire 

for “distinction” and “lifestyle/presentation” is satisfied 

through “life style beverages” or “whitening” and 

“authenticity” through modern and traditional superfoods. 

And finally, “homing” has replaced the former “cocooning” 

trend. While cocooning meant insulating oneself from the 

outside world, homing is about consciously inviting friends 

and family over to eat, cook or play games together. Since


77 

The trend of “sustainability” 

represents an attempt to take responsibility 

for oneself and others. 

the home has to be clean and tidy in order to do this, the 

trend towards “hygiene in the household” goes hand in 

hand with this. 

Robert Kecskes also showed that innovative spirit is mostly 

found in young trainees and professionals, which is not 

that surprising. Once they have children, this tendency 

diminishes significantly at first. Then we see a paradox: 

In middle-class families, there is renewed enthusiasm for 

innovation, whereas in working class families it diminishes 

even more. 

Managing Director of the GfK Verein, Raimund Wildner, set 

out in search of 16 trends, which at this point are still too 

small to be captured in the household panel. In short, people 

can imagine taking up new trends if it does not require 

having to make too many lifestyle changes at once and 

if there are no high cultural hurdles. A flexitarian diet in 

which meat is reduced but not fully eliminated is the trend 

that met with the highest approval among 22 % of heads 

of households when asked whether they would follow this 

trend right now or possibly in the future. A vegan diet 

on the other hand, which requires a significantly greater 

adjustment, garnered only 5.2 % approval. And only 2.5 or 

1.2 % can imagine consuming insect food or cultured meat 

grown in a test tube. In this case, the cultural barriers all 

the way to disgust are far too high. 

In another step, future heads of households (i.e., young 

people still living with their parents or a parent but who 

plan to set up their own household within the next 12 

months) were surveyed. What wishes and expectations 

do they have? Since a quantitative survey was not feasible 

due to the small size of the target group, a qualitative survey 

of 43 future heads of households was conducted over 

several days with the GfK tool Sociolog.dx. 

The result was that these people want to reconcile apparent 

contradictions. A primary example is “innovative tradition.” 

On the one hand, these people admire their parents 

and see their household management as a role model. 

There were no signs of a generational conflict. On the other 

hand, they like to use the internet as well as television for 

helpful tips, especially when it comes to nutrition. Another 

apparent paradox is the heading, “Let someone else do it 

without giving up control.” Future household heads like 

to use simple and often digital solutions such as digital 

household management. At the same time, they want 

to ensure data protection and maintain decision-making 

power. A button on the washing machine for ordering 

detergent is only good if I can select which detergent I 

want. A third apparent contradiction is “acceleration for 

deceleration.” Young people want to have unpleasant 

activities either done by means of technology (e.g., robot 

vacuum cleaner) or to delegate them (e.g., delivery service, 

household help) in order to have more time to enjoy 

cooking and eating, preferably together with friends as a 

co-organized “social campfire.” 

A presentation by the futures researcher Eike Wenzel 

rounded off the talks, which were lively continued with a 

dinner until the late evening.


EVENT 

REFLECTION: 

Gf K CONFERENCE 2016: 

MARKETS IN FOCUS 

“Focus on Markets” was the theme of the 66th GfK Conference that took place on July 7, 2016, 

in which market experts from GfK SE and company representatives came together to discuss 

economic, societal and scientific (consumption) trends. The main topic of discussion: 

The developments from different markets – from fast-moving and technical consumer goods 

to do-it-yourself (DIY). 

The annual GfK Conference has taken place since 1950 following 

the General Assembly of the GfK Verein – and in 

2016 with a new concept: The event was changed from Friday 

to Thursday and all the presentations related to the 

overarching theme of “Focus on Markets.” In the future, this 

theme will include presentations on fast-moving consumer 

goods (FMCG) and technical consumer goods every year. The 

focus of the presentations is always on combining theoretical 

findings from market research and the experiences of 

practitioners. And the new concept was well received: Close 

to 500 guests at the NürnbergConvention Center with an 

interest in marketing and market research followed the discussions 

on communication, commerce and market research 

in the age of digital transformation. 

The digital transformation affects many markets. However, 

the fact that society is not only facing new possibilities 

but also challenges was illustrated by media scientist and 

author Prof. Norbert Bolz in his introductory presentation: 

Mobile communication is increasingly blurring the boundaries 

between work and leisure, flexible working and constant 

availability go hand in hand and attention is becoming a 

rare commodity in times of “information overload.” In short: 

The rules of human communication are being rewritten. 

Markus Wittmann, Head of POS Measurement Germany at 

GfK SE and Bernd Müller, Robert Bosch GmbH also mentioned 

similar changes in the second presentation. Presenting findings 

from a GfK study on the user journey of hobbyists, they 

showed how the offline and online worlds in the DIY market 

are increasingly merging together. The do-it-yourselfers of 

today get information on their power tools both on site and 

online at the same time. 

While the digital change in the DIY sector has already 

started, Germans still usually purchase their food and drugstore 

items offline. That fast-moving consumer goods nevertheless 

offer possibilities in the digital world was illustrated 

by Thomas Bachl, Regional COO and CEE Meta at GfK 

and Dominique Locher, CEO of LeShop.ch, a leading online 

food shop in Switzerland. 

And market research also does not remain unaffected by 

digitalization in times of omnipresent amounts of data. 

Norbert Wirth, Global Head of Data and Science at GfK SE 

thus examined the question of who has control of market 

data today and what that means for the future of market 

research. 

At the close of the GfK conference 2016, Dr. Reinhold Bauer 

talked about (failed) innovations. The Chair of the History 

of the Effects of Technology at Stuttgart University provided 

insights into the “Typology of Failure” with a few examples 

and explained what “Failure Research” can contribute to the 

understanding of technical development and technological 

change in the future. 

With exciting impressions and new ideas, the 66th GfK Conference 

then closed with a get-together.


79 

PREVIEW: GfK Conference 2017 

“Focus on Markets” – 

The Next Step 

At the 67th GfK Conference on Thursday, June 29, 2017, the theme will again be “Focus on Markets.” 

Market experts from GfK SE will come together with industry representatives in NCC Nürnberg this year 

as well to talk about current trends and developments – and to continue the discussion of the previous 

year. The market analysis will range from fast-moving consumer goods to technical consumer 

durables and fashion retail. 

This year’s conference will be opened by Prof. Gerd Gigerenzer, 

Director of the Harding Center for Risk Literacy and 

Founder of Simply Rational – Das Institut für Entscheidung 

[The Institute of Decisions]. He addresses the question of 

how managers can improve their decision making in an 

increasingly complex environment. Prof. Rudolf Aunkofer, 

Global Director Business Development Technology at GfK SE 

and Ulrich Müller-Albring, Managing Director of AVM will follow 

with a look at the role of the digital transformation in 

the supply chain management and day-to-day work at AVM. 

The future of the digitally networked household will be 

explored by Dr. Robert Kecskes, Senior Insights Director, 

Strategic Customer Development at GfK SE and Jürgen 

Griebsch, Global Head of Marketing BSH. The presentation 

by Simone Cornelsen, Account Director Fashion & Lifestyle at 

GfK SE, will focus on another important market – the fashion 

market. Cornelsen will discuss the opportunities and risks 

for fashion retail and address the question of whether its 

future lies in online or physical stores – or perhaps even 

both. The presentation by Thomas Hahn, Corporate Technology 

Siemens AG will look at Industry 4.0 and its effects on 

the production of (consumer) goods. He will show how digitalization 

is changing business models, value added chains 

and products – and giving rise to something new.


EVENT 

ORANGE HOUR: 

A GLIMPSE AT THE THINK TANK 

OVER LUNCH 

The GfK Verein has been holding the Orange Hour event for its members since 2015. 

Employees of member companies from the respective metropolitan region are invited to this 

luncheon prepared by a renowned chef, where they are given insight into the market research 

workshop and current research projects of the GfK Verein. 

For the luncheon in 2015, the GfK Verein invited the guests to Munich and Hamburg; on April 

19, 2016, it was held in Frankfurt and on November 15, 2016, the Orange Hour took place 

in Essen. 

The Orange Hour events are usually booked out within a few days. This was also the case in 

Essen. Around 50 guests gathered together at the Food & Flavour cooking school of celebrity 

chef Nelson Müller. While starting off with small appetizers, the expert team consisting of Prof. 

Björn Schuller, University of Passau and Dr. Anja Dieckmann, Head of Fundamental Research 

at the GfK Verein presented which methods for the automatic measurement of emotions the 

GfK Verein is currently working on. The focus here was on GfK Market Builder Voice, the new 

tool for the automatic measurement of emotions based on the voice. This was followed by 

the main course and dessert, where the guests engaged in a lively discussion on the topic 

with each other and the speakers. 

THE NEXT 

OR ANGE HOUR 

IS PLANNED 

FOR FALL 2017 IN 

NUREMBERG.


81 

More impressions on: 

www.gfk-verein.org/veranstaltungen/ 

orange-hour


EVENT 

CREATING VALUE 

IN A PROSUMER WORLD – 

THE NEW LECTURE SERIES 

OF THE GfK VEREIN 

In 2016, the GfK Verein started a new lecture series focusing on the subject of prosumers. 

The impetus for the series was the fact that consumers and their relationships to providers 

of products and services have changed due to the new digital information and communication 

possibilities. They have evolved from “passive” consumers to active “co-creators.” Prosumers 

have thus achieved the power to change established markets – such as through reviews, direct 

feedback to companies or even by creating their own products and services. 

In May 2016, the GfK Verein held the event at JOSEPHS The 

Service Manufactory for the first time in Nuremberg: Bernd 

Kreissig, Managing Consultant of MediaSupervision provided 

insight into his insider’s view of the previous years 

at the Brockhaus publishing company, whose closure was 

preceded by a decade-long intensive and commercially 

successful electronic publishing business. 

The second event, which took place at JOSEPHS on April 27, 

2017, focused on how companies and consumers can create 

a new economy together by means of crowdfunding. 

Markus Sauerhammer from Startnext, the largest crowdfunding 

community for ideas, projects and start-ups in the 

Germany-speaking world, explained how crowdfunding 

works and by means of concrete examples also showed 

how companies and founders can use crowdfunding for a 

demand-driven innovation policy.


83 

MARKUS SAUERHAMMER, 

APRIL 27, 2017, 

AT JOSEPHS, 

NUREMBERG


GfK VEREIN – OUR PRESENCE 

AT CONVENTIONS AND 

IN PROFESSIONAL CIRCLES 

Each year, the GfK Verein supports selected professional events and conventions in its role as a nonprofit 

organization for the promotion of market research. As in the previous years, it was once again 

a gold sponsor of the German Market Research Congress, which took place for the 52nd time on June 

19 and 20 in Berlin under the theme of “Understanding and developing brands further – new ways 

in brand research.” Hundreds of marketing experts and market and media researchers come together 

for this event every year. Brand experts from GfK SE, Dr. Oliver Hupp, Global Director Brand Strategy 

& Tracking, and Harald Schuster, Senior Director Insights & Consulting, contributed to the theme of 

the congress with their presentation on the new generation of brand research/measurement. 

Prof. Rudolf Aunkofer, 

GfK Chair Erding, Professor 

for Information & Supply 

Chain Management at the 

University for Applied 

Management in Erding, at 

the YEAR OF THE ROOSTER


85 

The GfK Verein also supports the Bayreuth Congress of Economics 

on May 18 and 19, 2017, as a gold sponsor. During 

the congress, Dr. Carolin Kaiser gave a talk entitled, “A 

picture is worth more than a thousand words – new marketing 

knowledge from social media photos,” in which she 

presented what photos posted on social media can say 

about the use of and attitudes towards brands. The basis 

of these findings is the photo and logo recognition software 

GfK PictureScan developed by the GfK Verein to facilitate 

automatic analysis of brand awareness, brand use and 

brand popularity. Carolin Kaiser was awarded the German 

Market Innovation Prize for this new tool on April 26, 2016. 

Up to 1,400 participants visit the Bayreuth Congress of Economics 

every year, making it one of the largest conferences 

on economics in Europe. 

The increasingly popular Ludwig Erhard Symposium can 

now claim almost as many visitors. It took place for the 

fourth time on December 1 and 2, 2016, under the theme 

of “Project Future.” More than 1,300 visitors came to the 

trade fair in Nuremberg, exchanged ideas and attended the 

presentations. The GfK Verein was a gold sponsor and with 

its BrainFoodBar on site also a popular contact point. At this 

event, Dr. Carolin Kaiser also talked about the possible uses 

of the new GfK PictureScan tool in her presentation, “A picture 

is worth more than a thousand words – new marketing 

knowledge from social media photos.” 

On March 23, the GfK Verein was the presenting partner of 

the 11. Effizienztags der Deutschen Werbewissenschaftlichen 

Gesellschaft [11th Efficiency Day of the German 

Society for Advertising Science]. Around 150 experts came 

together in Berlin to get food for thought and discussion 

from high-level speakers on “Paid, owned, earned, created 

media. Convergence and divergence in media planning.” 

In addition to traditional conferences and conventions, the 

GfK Verein is becoming more involved in events that deal 

with the topic of digitalization and innovation. In May 2016, 

it was a first-time sponsor of Web Week, the festival for the 

digital society in the Nuremberg metropolitan region. Due 

to the great popularity and relevance of the topics, the GfK 

Verein also continued its support of Web Week this year 

as well: On May 16, Bernd Preuschoff, VP Digital Transformation 

at Schwan-STABILO Cosmetics and Andreas Kelz, VP 

GSA & Nordic Territories and Managing Director PHEG (Germany) 

at Paramount Pictures spoke at JOSEPHS The Service 

Manufactory in Nuremberg about digitalization strategies 

and the transformation of successful business models. 

In Munich, there was also an event on the future of digital 

business on April 27 – THE YEAR OF THE ROOSTER: Over 

700 visitors gathered information on start-ups and their 

innovations in presentations, workshops and talks. Since the 

theme corresponded to the Chinese horoscope of the rooster 

this year, the festival (and its visitors) sported a farmer look. 

Prof. Rudolf Aunkofer, Holder of the GfK Chair and Professor 

for Information & Supply Chain Management at the University 

for Applied Management in Erding, provided insight into 

IoT, Smart Home & Wearables – and showed how disruptive 

innovations change our lives. 

THE GFK VEREIN IN PROFESSIONAL CIRCLES 

The GfK Verein is not only present at conventions but also 

involved in professional associations and organizations. For 

example, it is a member of the Federal Association of German 

Market and Social Researchers (BVM) and a supporting 

member of the Market and Social Research Initiative (IMSF). 

The GfK Verein is also active internationally as a member 

of ESOMAR, the Marketing Science Institute (MSI) and the 

American Marketing Association (AMA) – the latter two are 

US organizations that support the global exchange of marketing 

and market research knowledge. 

Managing Director of the GfK Verein Prof. Raimund Wildner 

himself serves on the Management Board of both the BVM 

and IMSF. In addition, he is a member of the German Market 

Research Council and the Professional Standards Committee 

at ESOMAR, where he contributes his many years of 

expertise.

86 

TAKING 

STOCK 


88 /// 2016 ANNUAL FINANCIAL STATEMENT 

92 /// BALANCE SHEET 

93 /// INCOME STATEMENT

87

88 2016/2017 ANNUAL REPORT / Taking Stock 

THE 

FIGURE 


ANALYZED AND 

EXPLAINED

Taking Stock / 2016/2017 ANNUAL REPORT 

89 

S FOR 

THE BALANCE SHEET: ASSETS 

Total assets increased by €3.0 million year-over-year to 

€64.7 million. The main item on the assets side are the 

financial assets of the GfK Verein in the amount of €39.2 

million, which relate to the shareholding in GfK SE, Nuremberg. 

The shareholding of 20.61 million shares is unchanged 

from the previous year. The shares are valued at €1.90 per 

share; based on share price, the financial assets therefore 

contain significant hidden reserves. 

The item “land and buildings” relates to the property in 

Nuremberg at Schnieglinger Straße 57, which belongs to 

the GfK Verein. The ground floor and part of the basement 

are leased to the Sparkasse Nürnberg and the other floors 

to GfK SE, from which the GfK Verein leased back approximately 

two floors. The amount of €133 thousand for the 

property remains virtually unchanged in the balance sheet. 

Here too it can be assumed that the current market value 

clearly exceeds the book value. 

Other assets increased by €4.0 million to €25.0 million. This 

primarily involves a loan granted by the GfK Verein to GfK SE. 

The interest charged is 0.3 or 0.4 percentage points above 

the EURIBOR and EONIA interest rate, depending on maturity. 

A negative interest rate is excluded. Over the course of 

the past few years, this loan was created from the dividends 

of the GfK Verein. Since the GfK Verein does not expect to 

receive any dividends in 2017, the loan volume will decrease 

in order to finance the ongoing business operations. 

THE BALANCE SHEET: EQUITY AND LIABILITIES 

The most significant item on the liabilities side is equity, 

which increased by €2.3 million to €62.4 million as a result 

of the prior-year earnings. The equity ratio is 96.3%. 

Other provisions increased due to unpaid fees related to 

financial and legal advisory services. 

The book value of business and office equipment is €172 

thousand. Smaller alterations – including for two new 

employees – resulted in an increase here.


INCOME STATEMENT 

Like the balance sheet, the income statement is dominated 

by the shareholding in GfK SE. As in the previous year, a 

dividend of €0.65 per share was paid in the past fiscal year, 

which resulted in investment income of €13.4 million. 

Since it can be expected that the Annual General Meeting 

will decide against a dividend payout for 2016, there will 

be no financial or income inflow in 2017. It is therefore 

expected that the GfK Verein will show a loss of around €10 

million in 2017. 

Revenue primarily consists of two items. First, the income 

from the GfK Academy is shown here, which was down in 

2016. The concept was changed in 2017 to shorter and less 

expensive seminars. The first seminar in this new form was 

completely filled. The second item under revenue is rental 

income from the property on Schnieglinger Straße 57 in 

Nuremberg. 

Expenses are dominated by the costs for purchased services 

in the amount of €4.9 million, which decreased by €600 

thousand compared to the previous year. These include 

studies for the member newsletters, the remuneration of 

the cooperation partners for research projects, the remuneration 

of GfK SE for the administrative work it carried out, 

payments for instructors of the GfK Academy as well as for 

the authors and agency for our journal, the GfK Marketing 

Intelligence Review (GfK MIR). 

Other operating expenses increased significantly by around 

€900 thousand to €3.8 million. This is largely attributable to 

the financial and legal advisory services in connection with 

the future structure of the shareholding in GfK SE, as well as 

the related negotiations with different private equity firms 

and the ultimate selection of KKR as a partner. The expenses 

for the Members’ Council and Executive Board also rose due 

to the additional meetings required in 2016. 

Personnel expenses increased by €153 thousand to €2.0 

million. This increase is mainly due to the hiring of two 

employees for the future of market research and university 

contacts areas. 

As a whole, the GfK Verein could close the 2016 fiscal year 

with a profit of around €2.2 million, which was allocated to 

other retained earnings.


91 

SHAREHOLDER STRUCTURE OF GfK SE IN % 

56.46% 

GfK Verein* 

40.20% 

Acceleratio** 

3.34% 

Free Float 

* WITH ITS 56.46 PERCENT STAKE, THE GFK VEREIN IS GFK SE’S MAJORITY SHAREHOLDER. CURRENTLY ACCELERATIO CAPITAL N.V., 

A HOLDING COMPANY WITH FUNDS FROM KOHLBERG KRAVIS ROBERTS & CO. L.P. (TOGETHER WITH THE CONNECTED COMPANY KKR) 

IS HOLDING THE SHARES – ACCORDING TO THE ANNOUNCEMENT OF MARCH 30, 2017, WHERE THE EXCLUSION OF MINORITY 

SHAREHOLDERS FROM THE PROVISION OF CASH COMPENSATION (A SQUEEZE-OUT) HAD BEEN INTRODUCED. ALL SHARES WERE 

TEMPORARILY TRANSFERRED TO ACCELERATIO CAPITAL N.V. THIS MEANS THAT GFK VEREIN DID NOT SELL ITS SHARES BUT RATHER 

MADE THEM AVAILABLE FOR A FIXED PERIOD THROUGH THE SHARES BEING LOANED OUT. 

ACCELERATIO CURRENTLY HOLDS 35,285,787 SHARES IN GFK, WHICH REPRESENTS 96.7 PERCENT OF SHARE CAPITAL AND OF VOTING 

RIGHTS. 

Source: Own research 

Date: 5 June 2017 

** Acceleratio Capital N.V. and Acceleratio Topco S. à r. l.


2016 BALANCE SHEET 

In € thousand (rounding differences possible) 31,12,2015 31,12,2016 

ASSETS 

NON-CURRENT ASSETS 

Property, plant and equipment 

Land and buildings 134 133 

Other equipment, business and office equipment 161 172 

295 305 

Financial assets 

Investments 39,201 39,201 

39,496 39,506 

CURRENT ASSETS 

Receivables and other assets 

Trade receivables 35 14 

Other assets 21,006 25,004 

21,041 25,018 

Cash on hand, bank balances 1,077 35 

22,118 25,053 

PREPAID EXPENSES 134 179 

61,748 64,739 

EQUITY AND LIABILITIES 

EQUITY 

Other retained earnings 60,174 62,357 

PROVISIONS 

Other provisions 466 1,312 

466 1,312 

LIABILITIES 

Bank borrowings 1 1 

Trade payables 996 1,009 

Other liabilities 111 59 

1,108 1,070 

61,748 64,739


93 

2016 INCOME STATEMENT 

In € thousand (rounding differences possible) 2015 2016 

Sales 356 265 

Membership dues 215 213 

Other operating income 14 29 

585 507 

Expenses for services procured – 5,492 – 4,866 

Personnel expenses – 1,831 – 1,984 

Amortization and depreciation on intangible assets and property, 

plant and equipment – 12 – 12 

Other operating expenses – 2,943 – 3,845 

– 10,278 – 10,707 

Income from investments 13,384 13,397 

Other interest and similar income 158 68 

Interest and similar expenses – 1 – 11 

13,541 13,454 

Taxes – 1,043 – 1,072 

Net income 2,805 2,182

94

95 

MEET THE 

ORGANIZATION 


98 /// EXECUTIVE BOARD 

100 /// THE MEMBERS’ COUNCIL 

101 /// THE ADVISORY BOARD 

102 /// MEMBERSHIP 

104 /// ARTICLES OF ASSOCIATION 

107 /// IMPRIN T

96 2016/2017 ANNUAL REPORT / Meet the organization 

STRUCTURE OF 

THE Gf K VEREIN 

Four committees determine the direction and activities of the GfK Verein: The 

General Assembly, the Executive Board, the Members’ Council and the Advisory 

Board. The General Assembly is the highest of these committees and meets 

once a year. It elects the members of the Executive Board, the Members’ 

Council and the Advisory Board. In addition, the actions of those serving on 

the Members’ Council and Executive Board are exonerated on an annual basis.

Meet the organization / 2016/2017 ANNUAL REPORT 

97 

GENERAL 

MEETING 

ELECTS, RATIFIES THE ACTIONS OF THE 

ELECTS 

ADVISORY 

BOARD 

ADVISES 

ELECTS, RATIFIES 

THE ACTION OF THE 

MEMBERS’ 

COUNCIL 

ADVISES, 

APPROVES, 

CONCLUDES 

CONTRACTS 

ELECTS, RATIFIES THE ACTIONS OF THE 

EXECUTIVE 

BOARD


THE EXECUTIVE BOARD 

Four notable personalities from the world of business and science, who were elected by the 

General Assembly for a term of five years, make up the Executive Board and Management 

Board of the GfK Verein. As members of the Executive Board, they are responsible for the dayto-day 

business as well as the public image of the GfK Verein. Each Executive Board member 

has specific duties: In his capacity as president, Prof. Hubert Weiler is responsible for the overall 

strategy, finances and the participation in GfK SE. In charge of the area of public relations 

is Ralf Klein-Bölting, Vice President of the GfK Verein. Prof. Raimund Wildner is responsible 

for the day-to-day management as well as fundamental research and Prof. Nicole Koschate- 

Fischer handles the collaboration with scientific institutions. In addition, there are two honorary 

presidents of the GfK Verein – Peter Zühlsdorff and Helga Haub. 

Decisions on the annual financial planning, the strategy of the GfK Verein and the recommendation 

of candidates for the Members’ Council or Advisory Board are made in the meetings of 

the Executive Board several times a year.


99 

RALF KLEIN-BÖLTING 

Vice President 

The marketing expert and owner of NEXTBRAND, a 

consultancy for digital brand management, has over 

25 years of experience in the areas of branded goods, 

services and retail. Ralf Klein-Bölting has been Vice 

President of the GfK Verein since 2009 and Chairman 

of the Supervisory Board of GfK SE since September 13, 

2016. 

PROF. RAIMUND WILDNER 


Professor Raimund Wildner has been with the GfK 

Group since 1984. In 1995, he became Managing Director 

of the GfK Verein and was elected Vice President 

in 2005. Since May 2016, he is a member of the 

Supervisory Board of GfK SE. 

PROF. HUBERT WEILER 

President 

PROF. NICOLE KOSCHATE-FISCHER 


She has been the GfK Endowed Chair for Marketing Intelligence 

at the FAU Erlangen-Nuremberg since 2007. 

Professor Koschate-Fischer has been a member of the 

Executive Board of the GfK Verein since 2009. 

Prof. Weiler was CEO of the Sparkasse Nürnberg until 

his retirement and is Chairman of the Supervisory 

Board at uniVersa Versicherungen Nürnberg. As a 

member of the GfK Verein, Professor Hubert Weiler 

was appointed to the Advisory Board in 1996 and 

elected to the Executive Board in 2009. He chaired 

the Executive Board from January to July 2013 and 

has been President of the GfK Verein since July 2013.


THE MEMBERS’ COUNCIL 

The main function of the Members’ Council is to advise the Executive Board on all matters 

related to the shareholding in GfK SE. In this respect, the Members’ Council exercises 

extensive veto rights. That means its approval is required before the Executive Board can sell 

shares of GfK SE. The Executive Board must also obtain approval from the Members’ Council 

in order to approve resolutions at the Annual General Meeting of GfK SE, which requires 

a 75 % majority. These measures seek to protect the GfK Verein’s stake in GfK SE from 

becoming diluted. In addition, the Members’ Council has right of control over the Executive 

Board by inspecting the financial reporting. The Members’ Council, chaired by Claus-P. Rach, 

usually meets twice a year. If necessary, the chairman can also call extraordinary telephone 

conferences or meetings. Due to the events in connection with GfK SE, the Members’ Council 

met a total of five times in the reporting period July 2016 to June 2017. 

CLAUS-P. RACH 

Chairman 

Rach-Consult, Wiesbaden 

MANFRED SCHESKE 

Deputy Chairman 

CEO infirst Healthcare Ltd., London 

DR STEPHANIE MAIR-HUYDTS 

Publisher, Mair-Dumont GmbH & Co. KG, Ostfildern 

DR ULRICH MALY 

Mayor of the City of Nuremberg, Nuremberg 

DR MANFRED STACH 

Chairman of the Supervisory Board of Unilever Deutschland GmbH, Hamburg 

DR STEFFEN STREMME 

Former CEO of Media Saturn Holding GmbH, Erlangen 

DR HUBERTINE UNDERBERG-RUDER 

Advisory Board President of Underberg AG Schweiz, Dietlikon, Switzerland 

PROF. HANNS-JÜRGEN WEIGEL 

Member of the Supervisory Board of Generali Deutschland 

Pensor Pensionsfonds AG, Usingen/Taunus


101 

THE ADVISORY BOARD 

The Advisory Board meets twice a year and advises the Executive Board on all matters not 

related to the GfK Verein’s shareholding in GfK SE. This mainly includes fundamental research, 

the content focus of the GfK Verein, PR work and the annual GfK Conference. 

ECKHARDT FENNER 

Owner of KKK Kosten-, Konditions- und Kooperationsmanagement, 

Gevelsberg 

CLEMENS R.P. GÜTERMANN 

Former Member of the Management Board of Gütermann AG, 

Gutach-Breisgau 

PROF. HOLGER JUNG 

Jung von Matt AG, Hamburg 

PROF. MANFRED KIRCHGEORG 

SVI Endowed Chair for Marketing, HHL, Leipzig 

MARTIN KÖLSCH 

Management Board, FIDOR Bank AG, Munich 

DR STEPHANIE MAIR-HUYDTS 

Publisher, Mair-Dumont GmbH & Co. KG, Ostfildern 

DR ULRICH MALY 

Mayor of the City of Nuremberg, Nuremberg 

CLAUS-P. RACH 

Rach-Consult, Wiesbaden 

MANFRED SCHESKE 

CEO infirst Healthcare Ltd., London 

PROF. HANS-WILLI SCHROIFF 

Marketing Chair RWTH Aachen, Aachen 

WERNER SPINNER 

Former Member of Group Executive Board, BAYER AG, Cologne 

DR MANFRED STACH 

Chairman of the Supervisory Board of Unilever Deutschland GmbH, 

Hamburg 

DR STEFFEN STREMME 

Former CEO of Media Saturn Holding GmbH, Erlangen 

DR HUBERTINE UNDERBERG-RUDER 

Advisory Board President of Underberg AG Schweiz, 

Dietlikon, Switzerland 

PROF. HANNS-JÜRGEN WEIGEL 

Member of the Supervisory Board of Generali Deutschland Pensor 

Pensionsfonds AG, Usingen/Taunus 

PROF. KLAUS L. WÜBBENHORST 

WB Consult GmbH, Nuremberg 

HONORARY MEMBER 

ADVISORY BOARD 

KLAUS HEHL 

Former Chair of Board of Directors, GfK AG, Nuremberg 

BERNHARD JACKEL 

Former Member of the Management Board, GfK AG, Eckenhaid


MEMBERSHIP IN 

THE GfK VEREIN 

The GfK Verein’s members include 550 companies from different sectors. 

Each member of the GfK Verein receives a number of exclusive benefits. 

Studies: Knowledge on Trends and Developments 

Members have exclusive access to numerous studies of the 

GfK Verein. Several times a year, they also receive current 

insights from surveys and analyses on consumers in Germany 

and throughout the world. 

The findings of the study are analyzed in detail for the 

members and arranged in a graph. Non-members pay up to 

€950 plus VAT, depending on the study. 

Members also receive a host of other studies on a regular 

basis, such as: 

Challenges of Nations: The GfK Verein has been investigating 

which challenges urgently need to be resolved in a 

large number of countries since 2001. Starting as “Challenges 

of Europe,” the study has also been carried out in 

America, Africa and Asia since 2014. 

Global Trust Report: Which professions, industries and 

institutions do people trust? The GfK Verein has been 

investigating the question of trust in around 20 countries 

since 2011. 

Consumer Trend Sensor: Every two years, the study shows 

fundamental value trends in private consumer behavior. 

Since 2011, the study has been carried out in eight EU 

countries plus Russia and in the US since 2016. In addition, 

it looks at the dimensions of societal changes that 

are relevant to consumption. 

European Consumer Study: This study investigates the 

trends within selected private consumption markets. 

For example, it focuses on basic areas such as nutrition, 

media usage and tourism in eight countries of the European 

Union and Russia. 

Investment Barometer: This is a survey on the behavior 

of private financial decision-makers in Germany as well 

as other countries. 

In addition, members of the GfK Verein receive the “base 

data figures for calculating regional sales figures.” This 

report contains important key figures at the urban and 

rural district level and is therefore an important source for 

the strategic orientation of sales and marketing. For nonmembers, 

the price is €1,000 plus VAT. 

Events: Information and Exchange 

Regular events offer the ideal platform for exchange among 

member companies and with experts of the GfK Verein. 

The GfK Conference, which is free* for members, addresses 

the latest topics in marketing and market research each 

year. In addition to experts from GfK, speakers also include 

high-level representatives from industry, science and 

society. 

(*Complimentary conference admission for two people; the 

fee for non-members per participant is €200 plus VAT) 

With the Orange Hour, the GfK Verein has established a 

new event series that takes place in different metropolitan 

regions. In a relaxed setting during lunch, which is prepared 

by a renowned chef, the GfK Verein gives its members 

insight into current research projects of its market research.


103 

BECOME 

A MEMBER 

Publications on Market Research That Are 

Well Worth Reading 

The GfK MIR (Marketing Intelligence Review) is a scientific 

journal by the GfK Verein. Twice a year, members receive 

a complimentary copy of the print version (non-members: 

€75 plus VAT) with research articles on a key topic in a practical 

context. 

At the annual Kronberger Entrepreneurial Talks, top managers 

of major companies engage in discussions with GfK 

experts. Subject of the meeting: A previously selected marketing 

topic of current relevance. The GfK Verein summarizes 

the most important findings of this exclusive event in 

a book for its members. 

Internet: Accessing Knowledge 

The website of the GfK Verein offers a protected membership 

area with exclusive content. After logging in, members 

have access to all the study findings as well as the electronic 

version of the GfK MIR for download. The content is also 

optimized for mobile use and can be accessed from anywhere. 

You can apply for membership in the GfK Verein online 

at www.gfk-verein.org. After reviewing the application, 

the GfK Verein usually makes a decision regarding 

acceptance within ten working days. 

The annual fee for corporate members is €500. 

Individual membership for one year is €150; 

this membership is only open to full-time, salaried 

university professors. 

The membership may be canceled with a notice period 

of three months prior to the end of a calendar year. 

You can find complete information on membership 

and the current member directory at 

www.gfk-verein.org/en/about-us/membership


ARTICLES OF ASSOCIATION 

I. GENERAL PROVISIONS 

§ 1 Purpose of Association 

1. The purpose of the association is to engage in domestic and 

international consumer, market and sales research of both 

a specific and general nature in all areas of business, and to 

analyze the results for academic and practical purposes. 

2. The association may utilize funds for the purposes of research 

benefiting the general public. 

3. The association shall seek close cooperation with all relevant 

domestic and international research institutions, and in 

particular, with the Friedrich-Alexander-University Erlangen- 

Nürnberg. 

4. The association shall make available to students its library 

and generally accessible databases. 

5. The association shall support the education of consumer, market 

and sales researchers, and the training of management 

personnel. 

6. In line with the purpose of the Articles, the association may 

acquire for profit businesses in order to gain practical knowledge 

for market research fundamentals. 

§ 2 Legal Status 

1. The name of the association is GfK-Nürnberg, Gesellschaft für 

Konsum-, Markt- und Absatzforschung e.V. (the ‘GfK Verein’). 

2. The association registered address is in Nuremberg, where it is 

entered in the Nuremberg Commercial Register. 

3. The association fiscal year is the calendar year. 

§ 3 Membership 

1. Private individuals, companies, business and other associations, 

including any type of associations which regulate markets 

and governmental agencies may become regular members 

of the association. Applications for membership must be 

submitted in writing to the Executive Board of the association, 

which will make the final decision. 

2. Upon the Advisory Board’s and Executive Board’s proposal, 

the General Assembly may grant an associate membership. 

Prerequisite for an associate membership is shared interest 

in the association’s purpose and exceptional accomplishments 

on the academic level and in practice. 

3. Upon the joint request of the Advisory Board and the Executive 

Board, the General Assembly may grant honorary membership 

to individuals for outstanding services to the association. 

4. The membership shall be terminated as a result of death or 

written notice of resignation. The Executive Board may terminate 

a membership for cause. The notice period for the resignation 

shall be three months to the end of the calendar year. 

A member loses all rights with respect to the association as of 

the date the resignation becomes effective. 

§ 4 Membership Subscriptions 

Regular members shall pay the minimum subscription fee as determined 

by the Ordinary General Assembly. This amount shall 

be payable to the association within the first month of the fiscal 

year. 

§ 5 Utilization of Funds 

Any profits made shall be used solely for purposes that correspond 

with the Articles. Members shall not receive any profit 

participation, nor shall their membership entitle them to any financial 

benefit from the association’s funds. 

II. PROVISIONS PERTAINING 

TO THE VEREIN’S BOARDS 

§ 6 Directors and Officers 

The association shall have the following boards: 

> the Executive Board 

> the Members’ Council 

> the Advisory Board 

> the General Assembly 

§ 7 Executive Board 

1. The Executive Board of the association consists of a presiding 

Chair and a minimum of two and maximum of four Vice-Chairpersons. 

The Executive Board and the Advisory Board shall 

jointly propose members for election to the Executive Board, 

with the candidates nominated to be submitted to the Executive 

Board at least one month prior to the General Assembly. 

2. The Chair and other members of the Executive Board shall be 

elected by the General Assembly for five-year terms. Upon


105 

4. The annual financial report of the Association is prepared by 

the Executive Board and shall be submitted to the Members’ 

Council upon completion thereof. The Members’ Council may 

request an audit of the annual financial report by certified 

public accountants and that an audit report be prepared according 

to the terms of applicable general accounting principles. 

The Members’ Council shall select and engage the auexpiration 

of their term, officers of the Executive Board shall 

continue to hold their office until the date of the next General 

Assembly. 

3. The Executive Board shall be responsible for all matters that are 

not explicitly assigned to another board of the association. It 

manages the affairs of the association in pursuit of its purpose. 

4. The Executive Board shall establish and comply with its own 

internal regulations which will provide for the particular areas 

of responsibility of each Executive Board member, the internal 

information and cooperation obligations, and its decisionmaking 

procedures. Management of the association’s business 

may be assigned to one member of the Executive Board 

(Managing Director of the Executive Board). The Members’ 

Council is authorized to offer an employment agreement to 

the Managing Director of the Executive Board. 

5. The Executive Board shall represent the association both in 

court proceedings and all other matters as the association’s 

legal representative. In each instance, the association shall 

be represented by two members of the Executive Board. The 

Managing Director of the Executive Board shall be duly authorized 

by the other members of the Executive Board to 

manage those aspects of the association’s business affairs 

which are set forth in the association’s internal regulations. 

Any transaction that does not fall within the area of responsibility 

of the Managing Director of the Executive Board will be 

decided by the Executive Board by a majority vote. In the event 

of a deadlock, the Chairperson shall have the deciding vote. The 

Chairperson or two members of the Executive Board shall also be 

entitled at any time to request that matters which do not normally 

fall within the area of responsibility of the Executive Board 

shall be resolved by the Executive Board in this manner. 

6. The consent of the Members’ Council is required for the following 

actions by the Executive Board: 

a) the sale of GfK SE shares; 

b) the approval of resolutions passed by the General Assembly 

of GfK SE for which, under the German Stock Corporation Act, 

a ¾ majority or ¾ of the vote or a greater majority is required; 

c) all other actions which require approval as specified by the 

bylaws of the Executive Board. 

§ 8 The Advisory Board 

1. The Advisory Board shall consist of a minimum of ten and 

a maximum of thirty members to be elected by the General 

Assem bly for five-year terms. The General Assembly shall also 

determine the number of members. Members of the Advisory 

Board shall be individuals with experience in managing companies 

or in the area of consumer, market and sales research. 

At least two members of the Members’ Council shall be elected 

to the Advisory Board. The Executive Board shall propose 

candidates for the Advisory Board and the Advisory Board 

shall be heard with respect to this proposal. Upon expiration 

of their term, members of the Advisory Board shall continue to 

hold their office until the date of the next General Assembly. 

2. The Advisory Board shall advise the Executive Board and the 

Members’ Council with respect to the conduct of their business. 

3. The Advisory Board may define its own internal regulations, 

including those pertaining to the preparation and conduct of 

any negotiations and decisions to be resolved. 

§ 9 Members’ Council 

1. The Members’ Council shall consist of a minimum of four and 

a maximum of ten members to be elected by the General 

Assem bly for five-year terms. The General Assembly shall also 

determine the number of members. Members of the Members’ 

Council shall be individuals with experience in managing companies. 

The Executive Board shall nominate candidates for the 

Members’ Council. If a Members’ Council member’s term in office 

is due to end, it is automatically extended until the end of the 

next General Assembly. 

2. The Members’ Council shall advise the Executive Board on 

exercising its rights and the preservation of its interests 

that arise from its stake in GfK SE. 

3. The Members’ Council shall be responsible for issuing formal 

approval of business transactions and resolutions passed by 

the Executive Board to the extent required by the Articles or 

the internal regulations of the Executive Board.


ditors. If no external audit is conducted, the annual financial 

statements shall be audited by the Members’ Council and the 

written results of the audit submitted to the General Assembly. 

5. The Members’ Council is entitled to review and inspect all 

books and records of the association having the same rights 

of information and disclosure as an Advisory board (Aufsichtsrat) 

of a German corporation (Aktiengesellschaft). 

6. The Members’ Council may define its own internal organizational 

rules and regulations regarding the preparation and 

exe cution of negotiating and passing resolutions. 

§ 10 General Assembly 

1. Every member of the General Assembly has one vote. Members 

can appoint another member in writing to participate and 

vote by proxy in the General Assembly. Evidence of such proxy 

must be provided. 

2. The General Assembly may: 

a) determine the membership subscription fee, 

b) elect and terminate members of the Executive Board, the Advisory 

Board and the Members’ Council, 

c) ratify the actions of the Executive Board and the Members’ 

Council, 

d) amend the Articles and the purpose of the association, 

e) appoint honorary Chairpersons and grant honorary memberships, 

f) dissolve and merge the association. 

3. Upon the request of the Executive Board or the Members’ 

Council, the General Assembly may resolve matters which are 

within the responsibility of the Executive Board or the Members’ 

Council. 

§ 11 General Assembly: 

Calling of Meetings and Resolutions 

1. An Ordinary General Assembly shall be held once every calendar 

year, at which the association’s annual report and financial 

statements prepared by the Executive Board shall be submitted, 

and a resolution ratifying the actions of the Executive 

Board and the Members’ Council shall be passed. 

2. In the interest of the association, special General Assemblies 

may be called at any time by the Chairperson or two Vice- 

Chairpersons. Special General Assemblies shall be called by the 

Chairperson or two Vice-Chairpersons if the Members’ Council 

or at least 20 % of the members of the association requested 

this in writing, stating their purpose and reasons. 

3. The invitation shall be issued in written form with at least two 

weeks’ notice. The notice period shall run from the date after 

mailing the invitation. The invitation shall provide for the time 

and place, as well as the agenda. The letter of invitation shall 

be considered formally received if it is sent to the members’ 

most recent address, as provided by them in writing to the association. 

4. The Executive Board shall decide on the agenda of the General 

Assembly. Proposals from members shall be submitted in writing 

to the Executive Board at least one week prior to the date 

of the General Assembly, together with a brief explanation of 

the reason for the proposal. 

5. The General Assembly shall be chaired by the Chairperson or 

other individual appointed by the Executive Board. The presiding 

Chair of the General Assembly shall appoint a secretary to 

record and keep minutes and shall determine the method of 

voting. 

6. The resolutions of the General Assembly shall be passed by 

simple majority of the votes. ¾ of the vote is necessary in 

order to pass resolutions on amendments to the Articles of 

Association. 

7. Minutes of the resolutions passed by the General Assembly 

must be signed by the presiding Chair of the General Assembly 

and the secretary and shall be filed by the secretary. 

§ 12 Honorary Chairpersons 

The General Assembly shall be authorized to appoint honorary 

Chairpersons as jointly proposed by the Executive Board and the 

Members’ Council. 

III. MISCELLANEOUS 

§ 13 Dissolution and Merger 

1. In order for the association to be dissolved or merged, a resolution 

must be passed by a ²/₃ majority vote of all the members 

of the General Assembly, failing which, a new General 

Assembly may be called, which shall be resolved by simple 

majority. 

2. In the event of the dissolution of the association, the assets 

shall be transferred and assigned to the city of Nuremberg, 

which shall be obliged to use all of these assets to the extent 

possible, to achieve the prior purpose of the association.

Imprint / 2016/2017 ANNUAL REPORT 107 

IMPRINT 

PUBLISHER 

GfK-Nürnberg e. V. 

Nordwestring 101 

90419 Nuremberg 

Germany 

Tel. +49 (0) 911 395-2573 

Fax +49 (0) 911 395-2715 

www.gfk-verein.org 

COPY 

Supported by Ketchum Pleon, 

Berlin, Germany 

LAYOUT AND DESIGN 

Scheufele Hesse Eigler 

Kommunikationsagentur GmbH, 

Frankfurt am Main, Germany 

NEXT GENERAL 

MEETING AND 

G f K CONFERENCE: 

JULY 5, 2018

THINK TANK FOR MARKET RESEARCH 

CONTACT 

GfK-Nürnberg e. V. 

Represented by 

Professor Dr. Raimund Wildner 

(Managing Director and Vice President) 

/// 

Nordwestring 101 

90419 Nuremberg 

Germany 

Tel. +49 (0) 911 395-2231 

Fax +49 (0) 911 395-2715 

Website: www.gfk-verein.org 

/// 

Register of Associations at Nuremberg District Court 

(registration number VR 200665)

GfK Verein Annual Report ENG 2016_2017

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