Sound off
Sound on

The Study


The unique research methodology of GfK assumes that winners are selected based on two criteria: “Share of Wallet” and “Share of Soul”.

“Share of Wallet” reflects the brand's commercial success and includes: market share, price premium and first choice. “Share of soul” represents the degree of attractiveness of the brand to consumers, i.e. brand awareness, relationship, brand experience, cross-selling potential and brand image.

GfK’s survey in Poland covers 260 brands in 34 product categories as well as 5,000 respondents.



If you have any questions about the study, don´t hesitate to contact

Ewa Kantecka
Senior Project Manager | Marketing&Consumer Intelligence


Tel.: +48 668 898 058