Frequently Asked Questions

How is GfK Equity Research different from Gartner, IDC, and other 'experts'?

    • Timely: GfK Equity Research receives POS data on a weekly basis, delivering the data/analysis in a timely fashion that keeps clients at the forefront of consensus.
    • Objective: GfK POS data is taken directly from resellers, GfK Equity delivers this end-demand data/analysis without bias, GfK Equity are not a broker and sell exlusively to the buy-side.
    • Incremental: GfK Equity analysts provide context around the data via channel-checks, subsidy and inventory analysis, expressing  key drivers of today's data as well as the trends of tomorrow.

How is GfK Equity Research delivered?

  • Email: Delivered on a bi-weekly basis, XLS attached with analyst note outlining the incremental data points, followed by brand v brand analysis.
  • XLS: Depending on level of data subscription, many regions and sectors are combined in powerful/easy MS-xls files
  • Face-to-Face: GfK Equity Research analysts travel frequently and present via tele/video conference

How many countries does GfK cover?

  • 75 - Europe, Middle East, Africa, Asia, Latin America - see Regions Covered

What is GfK's data source?

  • Scanner data from retailers & resellers of information technology, consumer technology, and consumer durables products
  • Data submissions are authorised by retailers & resellers - not mystery shopping

How is data collected? 

  • Mostly EPOS (electronic point-of-sale), and also manual store authorised audit where necessary (in markets characterised by fragmented distribution)

Which points of sale are collected?

  • Retails stores, network operators, mail-order, internet, dealers, and business-to-business resellers

What Products are covered?

  • Technology devices: Consumer durables and consumer gadgets
  • For example: Mobile phones, TVs, PCs & accessories, and consumer gadgets such as MP3 Players, GPS, and Cameras

Why do retailers and resellers participate?

  • Distributors & Resellers benefit from GfK data on market size, shares, and growth

Is GfK Equity Research top-line POS sales data?

  • No. GfK Equity Research triangulates the POS data with other public/private data points to project necessary sell-in volumes and channel inventory

How is GfK Equity Research Serviced?

  • Through a dedicated team of analysts in Boston, Hong Kong, London and Paris


 

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