Gfk Revamps Media Research Categories

Market research company GfK said it is simplifying its structure and dividing its businesses into two sectors starting next year. The refashioning, tabbed "Own the future," is an outgrowth of a 2010 review.

The sectors will carry the names Consumer Choices and Consumer Experiences.

Prof. Dr. Klaus L. Wubbenhorst, CEO of GfK SE, stated that it's important to be "open to the new and unknown, and when appropriate, reinvent ourselves."

Like many research companies, GfK's efforts are partly aimed at offering sturdy "single-source" metrics that attempt to determine how media and ad exposure leads to purchases.

That effort will largely fall under the Consumer Choices organization. The current Retail and Technology sector and Media sector, which tracks TV, radio and print consumption, will move under that umbrella.

The Consumer Experiences group will "concentrate on consumers' attitudes and behavior," and will envelop the current Custom Research operations and "ad hoc research in the Media sector."

Publicly traded GfK, based in Nuremberg, Germany, said with the reorganization, it expects to post sales of around $3 billion by the end of 2015, up from about $1.9 billion in 2010.

Over the next five years, the company predicts it will outperform the market research sector at large with 2% greater organic growth.



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