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.