From opinions on pickles to experiences with sanitary napkins, market share for EU bananas to ratings of the news: nothing stays secret from Germany’s biggest market research institute, “Gesellschaft für Konsumforschung” (GfK for short), in Nuremberg, Germany. Consumer research is an ever-growing field, both in scope and importance, since what might seem like random pea-counting is in fact a pivotal source of information for managers and politicians alike. Their success depends on understanding the wishes and needs of the German population, and no one knows them better than the pea counters of Nuremberg.