The GfK Observational & Ethnographic practice is a first-rate, worldwide competency that provides unprecedented integration of large-scale quantitative consumer intelligence and focused, ethnographic research. Our worldwide network of expert field researchers is trained in anthropology and related social sciences and knowledgeable across dozens of languages and specialties.
Ten percent of consumers drive the purchase decisions and market behavior of the other ninety percent through the power of word-of-mouth recommendations. These trusted market multipliers, Influential Americans®, amplify your messages in an environment when consumers are opting out of traditional forms of advertising. Understanding and engaging them can be the most important brand strategy investment you make.
