GfK was set up in 1934 in Nuremberg and today it belongs among the top companies in market research and consultancy on a global scale. Its activities are divided into three key areas: Custom Research, Retail and Technology and Media. Today, GfK is represented on all five continents through its network and employs more than 10 000 people worldwide. GfK Slovakia was established in 1991 by its parent company GfK Austria based in Vienna, which also coordinates all the branches in the countries of Central and Eastern Europe. Our GfK branch in Slovakia started to carry out its market research related activities in 1993.
In the Slovak market we are the long-term leader in providing marketing services for international and domestic clients; on average we carry out more than 1000 projects a year.
We actively help our clients to overcome difficulties they encounter in order to facilitate their successful growth in a tough competitive environment, or possibly when they are entering the Slovak or foreign market for the first time.
The key areas on which we focus when providing our professional and unique services mainly include the following:
The client’s position in the market in the context of competing companies. Determining user preferences of the client’s, as well as competitors’ customers. Analysis of the decision-making process. Segmentation of the target group with definition of new strategic segments and determining their potential.
Assistance and consultancy when developing new products or carrying out innovations to the existing ones, from the initial stage to launching the finished product onto the market. Consultancy includes testing of product concepts before their manufacture, evaluation of finished products, selection of the most attractive packaging, setting the optimum price and prediction of the sales potential.
Finding out about current brand image and positioning in the context of relevant competition. Optimising the brand position with the aim of approaching the selected target group efficiently. Regular monitoring of basic brand indicators’ development in time so that the client is able to react to the changes in the market as well as react to competitors’ activities.
Optimising the ad campaign in its early stages. Finding out about reactions of the target group to the communicated message, form, and content of the campaign. Specific suggestions on how to improve and fine-tune the TV spots and print as well as outdoor advertising.
Detecting the impact and influence of marketing communication on the target group. Determining and evaluating the efficiency of specific ad campaigns, the message and its influence on the purchasing process of the client. Comparing the efficiency of a number of campaigns within the framework of the competing market.
Evaluating the quality of the sales process, approach to customers, and keeping to the internal rules and regulations by the sales network. Determining the key areas offering space for growth. Evaluation chart with rating of particular sales points.
Verification of customer loyalty and satisfaction. Finding out about client satisfaction within various segments and comparison with the relevant competition. Defining the most important areas of business-to-client relationship having influence on customer loyalty and satisfaction.
Analysis of strategic areas such as customer identification, differentiation, interaction, and adjusted offer with the aim to define the current level of the company within the scope of total customer orientation with the simultaneous laying out of an efficient strategy.