GfK, or Gesellschaft für Konsumforschung, is a global market research company based in Germany. Founded in 1934, it specializes in providing insights into consumer behavior and market trends. GfK uses data analytics to help businesses understand their customers and improve their products and services. The company operates in various sectors, including retail, media, and technology. GfK's research methods include surveys, data collection, and analysis, allowing clients to make informed decisions. With a presence in over 60 countries, GfK is recognized for its expertise in understanding market dynamics and consumer preferences.