Mediaboss Marketing

NEW YORK, NY--(Marketwire -06/06/12)- GfK MRI and the Keller Fay Group today announced that they have successfully fused together their large syndicated research databases.

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.

"Many of our clients tell us they are interested in how social influence and media work together, and this new product with Keller Fay Group helps to answer that need," said GfK MRI President & CEO Kathi Love.

TalkTrack/GfK MRI Data Fusion will:

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.

"The fact is: all media are social. Every form of media -- including TV, print, in-store, and online -- has the potential to stimulate conversations. By connecting our word of mouth data to GfK MRI's Survey of the American Consumer, it is now possible to identify which media audiences are most likely to engage in conversations about their category and brands," said Brad Fay, COO of Keller Fay Group.

The new product will be available by the end of June.

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.

Original post:
GfK MRI and Keller Fay Group Announce Fusion to Link Offline Word of Mouth to Media Audiences