Frequently Asked Questions

How many countries does GfK cover?

• A: 75 - Europe, Middle East, Africa, Asia, Latin America - see Regions Covered
• A: For investors we focus on the fastest/cleanest data in the biggest/most volatile regions: Europe, Latin America, and China

Why do resellers participate?

• A: Distributors & Resellers use the data to measure their own performance in their channel, their country, etc., and within manufacturers
• A: Retail buyers use the data to negotiate with salespeople from equipment manufacturers

How is data collected?

•  A: Mostly EPOS (electronic point-of-sale), but also manual store audit where necessary (e.g. in markets characterised by fragmented distribution)

What Products are included?

• A: 450 product groups in total; but within the investor community, we focus on the sectors below
• A: Mobile Phone & Wireless Semiconductor, Printer, PC & Accessory, MP3 Player, GPS - Portable Navigation, Display, Camera (See Sectors)

Which points of sale are included?

• A: Millions of retails stores, mail-order, internet, dealers, and value-added resellers

What is the data source?

• A: Scanner data from retailers & resellers of consumer technology products
• A: Data submissions are authorised by retailers & resellers
• A: Individual retailer/reseller data are not delivered to clients - just data aggregated by model/brand of manufacturer