GfK MRI and Keller Fay Group Announce Fusion to Link Offline Word of Mouth to Media Audiences
Product Links TalkTrack® to Print Media Currency Study
The resulting new product will enable media agencies and owners to plan media strategies for the purposes of maximizing consumer word of mouth about brands and companies. The new fusion product, known as TalkTrack/GfK MRI Data
Fusion™, brings together the most comprehensive word of mouth database and the leading currency study for print media.
The TalkTrack/GfK MRI Data Fusion™ is based on data from two of the most widely respected studies in media and consumer research: Keller Fay's TalkTrack®, the only ongoing research program that monitors the 90% of word of mouth
that happens offline, and GfK MRI's
Survey of the American Consumer™, the industry standard for magazine audience measurement and insights into consumer behavior and motivations.
About GfK MRI
GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers--who they are, what they buy, how they think, and the best ways to reach them. Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers' behavior and motivations.
When conducting its national Survey of the American Consumer™, GfK MRI interviews approximately 26,000 U.S. adults in their homes each year. In face-to-face interviews and written surveys, consumers are asked about their use of media, their consumption of more than 6,000 products in 550 categories, their lifestyles and their attitudes. Because the Survey of the American Consumer is structured as an area probability study, the results are projectable to the entire U.S. adult population. The Survey also serves as a foundation for an array of innovative GfK MRI research products that answer the market's need for granular cross-media and consumer-focused information.
GfK MRI is part of The GfK Group, based in Nuremberg, Germany. GfK is one of the world's largest research companies, with 11,000 GfK experts working to discover new insights about the way people live, think, and shop in over 100 markets, every day. GfK is constantly innovating to use the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2010, GfK's sales amounted to EUR 1.29 billion.
CONTACTS: Anne Marie Kelly, SVP, Marketing and Strategic Planning, GfK MRI: 212-884-9204,
firstname.lastname@example.org; Steve Ellwanger, Press Counsel Group: 203-856-8303,