GfK acquires User Centric to boost global UX reach

User Centric, which will be renamed GfK User Centric, is described as the largest user experience (UX) research and design firm in the US. It will operate alongside GfK’s existing UX operations including GfK SirValUse in Germany and dedicated GfK user experience teams in the UK, Switzerland, Poland, China and South Korea.

The new offering will combine the newly developed GfK UX Score with sales data from GfK Consumer Choices and with other brand trackers. The aim is for researchers to be able to calculate the impact of UX on brand and sales.

“Our new UX service portfolio is the next big step for GfK in addressing the key challenges of the digital era,” says Debra Pruent (pictured), chief operating officer and the executive responsible for the consumer experiences business line within GfK. “It complements the digital market intelligence expertise we have built globally in delivering actionable insights on product development.”

Clients set to benefit from the acquisition include Bosch, BSH, Deutsche Telekom, eBay, Huawei, LG, Lufthansa, Nestle, Roche, Starwood Hotels and Volkswagen. User Centric managing directors Gavin Lew and Robert Schumacher will continue to manage GfK User Centric. The global UX service portfolio will be managed by Tim Bosenick, managing director of GfK SirValUse.