The Survey of the American Consumer
One Source, Complete Market Data.
The Survey of the American Consumer® is the basis of all that GfK MRI does, and “One Source, Complete Market Data” is more than just a slogan. It represents GfK MRI’s commitment to produce the most reliable and comprehensive consumer marketing and media database available.

One source… In each wave of the Survey of the American Consumer® all information is collected from a single set of respondents, ensuring data integrity and reliability.

Complete market data… The Survey provides a detailed view of the 226 million adult consumers in the U.S. – their media choices, demographics, lifestyles and attitudes, and usage of almost 6,000 products in 550 categories. That’s about as complete as any consumer research study can get.

Importantly, “One Source, Complete Market Data” means that the Survey is a trustworthy source of consumer insights for any enterprise that focuses on the consumer market. Despite conventional wisdom, insight depends less on inspiration than it does on information– lots and lots of precise, reliable and actionable information. Insight depends on the kind of information that GfK MRI uniquely delivers.
“One Source, Complete Market Data” also explains how the Survey serves as a foundation for deeper research into issues the Survey does not necessarily explore in detail. Every research product listed in the menu on the left depends on the Survey for its reliability and usability.








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