GfK Chooses Two-Pronged Approach

GfK is to restructure its business following a major review, and from next January will operate through two new divisions, 'Consumer Choices' and 'Customer Experiences', under the new tagline: 'Own the Future'.

In autumn 2010, the group launched the 'Where to play and how to win' initiative which analyzed its range of products and services. The results form the basis for the new corporate strategy.

Consumer Choices will focus on market sizing, market currencies and convergent media and sales channels, delivering data on the choices and actions of consumers. The existing Retail and Technology sector and the Media sector's TV, radio and print measurement businesses will be folded into this division.

Consumer Experiences will concentrate on consumers' attitudes and behaviour, and will swallow up the present Custom Research business, as well as ad hoc research in the Media sector.

The two new divisions will be staffed by new global and regional teams, who will provide standardized, global market research solutions.

'The new strategic direction is the logical development and culmination of the initiatives we have undertaken that have led to GfK's success,' states CEO Prof. Klaus Wübbenhorst. 'And our profound knowledge of consumers all around the world remains at the heart of everything we do.'

GfK says the objective of the new strategy is to drive growth and, accordingly, it has set what it describes as an 'ambitious new financial goal' to achieve sales of around EUR 2 billion by the end of 2015.

Separately, after 26 years with the firm, Custom Research sector head Petra Heinlein is to leave the firm at the end of the year to 'follow a lifelong ambition' to move into politics.

Web site: www.gfk.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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