Know what the world thinks, wants, and buys

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Understand every single step of the shopper journey

From what they buy and where, to why and how purchases are made. YouGov and CPS GfK build on and complement each other’s strengths:

YouGov: Market leader ­in consumer opinions, motivations, wants, and media habits. History of innovation & deep understanding of 26 million+ registered panel members

CPS GfK: Deep insights into shopper behavior.
Over 60 years of knowledge & experience, with leading experts.

Driving growth with FMCG & Retail insights

Unlock comprehensive shopper insights and data-driven solutions to keep your strategy one step ahead.

Two women and a man shopping for FMCG goods - a woman selecting a cosmetics bottle, a woman carrying bags of purchases, a man with a tote bag. Icons of shopping trolley, bank card and other images above them.

Actionable shopper insights

Get an unparalleled understanding of shopper behavior:

  • Over 18 million purchase acts
  • Over 2.1 million product SKUs
  • From over 1,500 retailers
Three shoppers - 2 women and one man, considering individual items in their hands for purcase. Red liquid, bottle of wine, beauty products.

How we can help you

  • Expert support across game-changing solutions:
  • Assess your target buyer groups
  • Improve category management
  • Optimize your pricing
  • Monitor shopper behavior
  • Perfect the path-to-purchase
  • Opportunity-spot & innovate
  • Develop winning launch strategies

How we can help you

Assess target groups

Built for both manufacturers and retailers, CPS GfK helps you understand trends, identify and activate core target groups, improve your brand and performance, and identify growth opportunities.

Improve category management

Diagnose your category: its importance to retailers, who buys it, and how they decide, to - optimize your assortment and manage your shelf more effectively.

Optimize pricing

Drive sales and plan winning promotions by understanding the impact your pricing has on shoppers' willingness to buy, elasticities, which promotional messaging is most effective and to whom, and more.

Monitor shopper insights

SimIT (Shopper Insights Monitor) enables quick access to analyses of consumer shopping behavior in a user-friendly tool.

Perfect path-to-purchase

Understand and improve the entire customer journey - pre-purchase (who buys, where, and why), in-store and at the point of sale, and what happens post-purchase.

Innovate & launch successfully

Spot opportunities for new products and packaging, know who will buy them, and develop winning launch strategies and campaigns.


What does the change in ownership mean for me as a client?

You will continue to receive the same high level of services and products, from the same dedicated team of experts that you work with now.

There are some minor administrative changes, such as the change in payment accounts on invoices, but your day-to-day experience of CPS GfK will not change.

In the longer term, YouGov is focussed on being the biggest provider of opinion and marketing data in the world and is committed to growing and improving all of its client offerings through further investment. As part of this vision YouGov is committed to supporting and enhancing CPS GfK to deliver better outcomes to you.

Furthermore, YouGov’s suite of world class products and services will further support your organisation’s success.

We will engage you in any future developments and new benefits as part of the acquisition as we progress on our journey.

What are the client benefits of this combined offering?

YouGov’s acquisition of CPS GfK brings together the best in market behavioral data with the best in market attitudinal data. Our combined offering gives you an unparalleled understanding of consumers.

You can know what people buy, why they buy it, what leads them to make a purchase and what marketing influences their decisions, enabling you to make better, informed strategies.

Who are YouGov?

YouGov is an independent market research and data analytics company, leading in consumer opinions, motivations, wants and media habits, recognised by Meltwater as the most quoted research company in the world.

Committed to investing and innovating in new market research tools, YouGov has a stellar track record in connecting data sets and a deep understanding of more than 26 million registered panel members.

The acquisition of CPS GfK grows YouGov's existing digital behavior datasets (covering search, stream, financial transaction data and more) and takes a significant step forward in our mission of giving people a voice whilst helping organisations of all types make better decisions.

What markets does YouGov operate in across mainland Europe?

YouGov currently has panels across 24 European markets: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, the Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Spain, Sweden, Switzerland, Turkey and the UK.

YouGov also operates globally, in over 55 markets.

Who are Consumer Panel Services GfK?

CPS GfK has over 60 years of knowledge and experience as a trusted market leader, providing deep insights into individual shopper behavior across a number of solutions.

You can discover what people buy, why they buy it, what leads them to make a purchase and what marketing influences their decisions.

CPS GfK answers where, when, and how much people buy; and identifies the audiences driving a product's growth.

You can learn more about CPS GfK solutions here.

What markets does CPS GfK operate in?

CPS GfK currently operates across 18 European markets: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Germany, Hungary, Italy, the Netherlands, Norway, Poland, Romania, Serbia, Slovakia, Sweden, Switzerland and Ukraine.

How do I get started with your solutions?

Getting started is easy. Simply reach out to our team through the contact form on our website, and we'll guide you through the process. Whether you're looking for customized solutions, have specific questions, or want to explore our offerings further, we're here to help you every step of the way.

How do I interpret and apply findings from your research to my business strategy?

We provide comprehensive reports and analysis along with actionable insights derived from research findings. Our team of experts is available to help interpret the data and assist you in applying the insights to your business strategy. We also offer strategic consulting services to support you in implementing recommendations and driving results.


Client success stories

"There’s no question that the pandemic cemented the importance of online retail. It has long been a key priority for Unilever, and as it evolves, we want to make sure we are at the vanguard of driving the landscape forward."

Tamara Vieveen, Shopping and Commerce Insights Manager, Unilever Benelux


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