Currency questions

All questions about spend and income are asked using price bands (e.g. €100–€200) rather than exact values. This reduces respondent burden, as people may not recall precise amounts but can usually identify the price range they purchased within.

Price bands are defined first in Euros, providing a common reference framework across all countries. All else equal, these Euro bands remain fixed over time. For use in the survey, they are then converted into local currencies and rounded to meaningful local values.

Exchange rate reviews

Exchange rates between the Euro and local currencies are reviewed annually at the start of each new calendar year. Where movements exceed normal fluctuation, local‑currency band thresholds are updated in the survey. Also, to ensure platform consistency and usability, the platform displays one current set of local‑currency bands per market across all waves. As a result, the local bands shown may not exactly match those used in historic questionnaires.

Use of mid‑points and averages

Some insights use band mid‑points for calculation. For example, when calculating an average price paid, the band €100–€200 contributes a value of €150 to the average.

• Euro averages are calculated using fixed Euro mid‑points and are fully stable over time.
• Local‑currency averages are calculated using the local mid‑points in place at the time of data collection and are not restated retrospectively.

This means local‑currency averages reflect the value context respondents experienced at the time. Following annual exchange‑rate updates, local‑currency trends may show level shifts that reflect changes in currency conditions rather than changes in respondent behaviour.

How to interpret results

• Use Euro values for a fully comparable, exchange rate‑neutral trend.
• Use local‑currency values to understand prices as they were experienced locally at the time.

For more information, speak to your local GfK Account Manager or contact GfK Support.