The establishment of the GfK Verein marks the birth of market research in Germany.
The crises of the twenties proved that goods could not simply be produced in the expectation that demand would necessarily follow. Massproduction and the emergence of trade had alienated producer from consumer.
High-quality and neutral information about consumers and markets became necessary.
Two individuals in particular, took it upon themselves to fill this information gap:
Prof. Wilhelm Vershofen and Consul Wilhelm R. Mann.