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Our world is changing fast. New things become possible every second. And more complicated, too.

Our clients are businesses around the globe. To make the best possible decisions every day, they need to really know what is going on, now and in the future.

We don't have a crystal ball, either. But we love data and science and we understand how to connect the two. We care about attention to detail and accuracy. We are digital engineers who build world-class research, powered by high technology.

Because people who know best lead the way. This is why GfK means Growth from Knowledge.

Our Executive Leadership Team

Our Presidents

Promise to our clients

We believe organizations that collect, process, analyze and learn from data have an obligation to handle it responsibly. Over the last 80 years, we have earned the trust of the world’s biggest companies and leading brands and we will continue to build on this.  We take our role as a data authority seriously. 

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In a rapidly changing digital environment, artificial intelligence, automation and innovation might outpace legislation. Thus, it is of utmost interest for us to equip our clients and partners with the following commitments, which go beyond legal obligations.

  • As actionable insights and prescriptive analytics begin with a strong foundation of data quality, GfK operates in adherence with globally mandatory operational procedures and methodologies across all business units
  • GfK complies strictly with the rules and regulations of professional, independent market research bodies worldwide. Our Corporate Values and Code of Conduct set our promise and commitment to our partners, clients, shareholders and employees
  • GfK is fully prepared for the requirements and implications of GDPR and we have used the opportunity to build on the principles we already live by and to apply these extended principles on a global level
  • With dedicated organizational entities (reporting directly into the CEO and CFO) GfK monitors quality, compliance, data protection and security in an appropriate and comprehensive manner. All employees understand the importance of protecting the confidential data that GfK manages. Relevant trainings are constantly underway throughout our offices around the world, sponsored and heavily supported by the highest management levels
  • GfK maintains a strong information security management program to ensure a proven policy and compliance structure, a comprehensive security awareness program and a solid risk management framework 

We are committed to improving the above-mentioned items and we will neither tolerate nor accept a breach of these promises. This applies for all relevant internal and external interfaces, but also for the gap between what companies technically can do with data and what they should do.

Please do not hesitate to get in touch should you have questions or queries. 

GfK Social Charter

Download GfK Social Charter

As a global company, it is our responsibility to foster a working culture of trust and respect across the entire GfK network where no form of discrimination or harassment will be tolerated. All parties within the company commit to continuously support the development of a fair-minded work environment. The GfK Social Charter defines the social rights and ethic policies which guide our companies around the world. 

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The principles outlined in this Charter provide a mutual understanding of how all employees should act while respecting the laws, cultural traditions and labor agreements of individual countries. They ensure our people are able to share the benefits of our organization’s growth and work in an environment where they are truly valued.


The worldwide operation GfK Group endorses the core principles and rights set forth in the United Nations Declaration of Human Rights and the Social Charter of Fundamental Rights of the European Union. These are the universal values of human dignity, freedom, equality and solidarity.

1. Equal treatment

GfK is committed to the promotion of equal opportunities as well as diversity and will not discriminate on the basis of gender, race, ethnic origin, religion or beliefs, disability, age or sexual orientation.

2. Health, safety and dignity at the workplace

Every GfK employee is entitled to labor conditions which respect his/her health, safety and dignity. All measures relating to the improvement of health, safety and dignity at the workplace should be considered as a priority and shall be actively pursued and reinforced.

3. Remuneration

GfK complies with the right of reasonable remuneration as a compensation for the employees’ work in line with country specific labor markets and individual or collective contractual agreements.

4. Working time

GfK complies with the respective national rules and agreements on working time and paid leave.

5. Qualification

GfK employees are selected, hired and promoted on the basis of their qualifications, skills, aptitudes, achievements and potential. GfK sets a high value on skill development and mobility in the interest of both, the employees and the company, to guarantee a high standard of performance and quality of work. GfK is committed to offering development opportunities while at the same time emphasizing employees’ own initiative to maintain and reinforce their employability.

6. Freedom of association

GfK respects the right of employees to form or join organizations to voice their concerns about important issues in a lawful manner. GfK and the respective employee organizations will co-operate constructively in an open and trusted manner. Even in cases of disputes the goal should always be to achieve a fair balance of interests.

7. Corporate dialogue

GfK encourages corporate dialogue at different levels and in different areas to enable sharing and exchanging of information between the company and its employees or employees’ representatives, with a view to promote and strengthen mutual trust and a peaceful working environment. 

Code of conduct


Code of Conduct