The Nürnberg Institute for Market Decisions (NIM) is an independent, non-profit economic research institute and founder of GfK. Its multidisciplinary researchers investigate how people make decisions in markets, how those decisions can be improved, and how consumption shapes the economy. The institute combines data-based analysis with research across human-technology interaction, marketing and consumer behavior, and cognition and decision-making. Its work addresses topics such as consumer choices at the point of sale, sustainability, digital and virtual retail environments, emerging technologies, and the effects of limited information and cognitive capacity.

NIM shares its findings through studies, policy papers, academic publications, research reports, working papers, briefs, and its NIM Marketing Intelligence Review and NIM INSIGHTS research magazine. Its research offerings include consumer-climate analysis, including the NIM Consumer Climate powered by GfK, as well as initiatives such as NIMpulse and Voices of the Leaders of Tomorrow. The institute also convenes conferences, workshops, speaker events, and Insights Lunches, bringing research and discussion to business and public audiences.