NEW YORK (Nov. 9, 2016) — German market research firm GfK Group has recruited Bridgestone Americas — along with its network of 2,200-plus U.S. tire and automotive service centers — as a charter data provider for GfK's U.S. point-of-sale tire panel, which it expects to launch early next year.
GfK, which introduced its first retail panel in Germany 16 years ago, last year hired John Gamauf, former president of consumer aftermarket sales for Bridgestone/Firestone North American Tire, in a consulting role on its U.S. tire panel project.
Like previous panels GfK has established, the U.S. version will collect point-of-sale sell-out data from retailers and deliver back aggregated reports to participating dealers, detailing key sales metrics like trends in national and regional pricing and the performance of various brands in the market.
GfK emphasized that individual dealership data are not presented in these reports. Rather, their data serve as raw material to extrapolate the tire market as a whole and give participants a way to benchmark and optimize their performance.