Abstract
In this document, I present my experiences with the Gfk group with whom I worked for 4 months in the International Department. My work location was in Madrid in the Custom Research service department, headed by Mr Leon Ezcurra, the team manager. The department is in charge of the positioning and strategic surveys, tests products, consultancy on communication, and conducting research on customer's habits. The Team Manager is responsible for the results of his department and allocates the surveys to the 5 employees specialized on different sectors. The GfK Group is the fourth biggest market research organization in the world. Its activities cover five business divisions: Custom Research, Retail and Technology, Consumer Tracking, Media and HealthCare. The Group has approximately 130 companies located in more than 70 countries and a current total of approximately 7, 700 employees. Since its creation in 1925, the company had always based its strategy on combining knowledge of methods and technology used in modern market research with local expertise and knowledge of customer's specificities. In 2005, the sales figures represented 937.3 million EUR with an increase of 40% compared to the previous year. The geographical core markets are situated in Western and Southern Europe, Germany and USA. The company had set itself the ambitious target of achieving the third position in the market research industry.
