GfK has named Eric Wagatha to head its Consumer Life team in North America, giving him full oversight of client service, product development, and thought leadership.

GfK Consumer Life draws on over 45 years of research — including the Roper Reports® study series — to reveal the trends shaping key consumer preferences and behaviors. Brands in a variety of categories, from media to automotive, rely on Consumer Life insights to set their product and marketing strategies.

Wagatha brings over 25 years of marketing, research, and consulting experience — covering the majority of Fortune 500 sectors -– to his new role. Most recently he has been leading Consumer Life’s Western US and Asia-Pacific regions for the past 9 years. Prior to joining GfK, he spent 18 years in the advertising industry, developing communications strategies for many of America’s most recognized brands.

“Eric has become the face of Consumer Life to some of our most important clients, and I am thrilled to bring someone of his insight and experience into this critical role,” said Stacy Bereck, Managing Director of Consumer Insights and Sales Effectiveness (North America) at GfK. “Eric understands the unique value and depth of Consumer Life research, and works closely with clients to turn our insights into smarter marketplace actions. We see him as a natural team leader and a gifted advocate for clients.”

Wagatha, who is based in southern California, received his BS from University of California, Riverside, and his MBA from California State University, Fullerton.