One source, complete market data. The Survey of the American Consumer® is the basis of all that GfK MRI does. All information is collected from a single set of respondents, ensuring data integrity and reliability.
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 6,500 products in 600 categories. That is about as complete as any consumer research study can get.
Discover more about The Survey of the American Consumer®
GfK MRI fully represents the Spanish-speaking market in the Survey of the American Consumer®. The high response rate among Spanish-dominant consumers is strong evidence of the power of the personal interview as the Survey’s core methodology.
Market-by-Market delivers at the local level – 205 media markets in the continental U.S. - the data quality and reliability that marketers have come to expect from GfK MRI at the national level. Just about everything collected for the national Survey of the American Consumer® is available in Market-by-Market – demographics and lifestyles, media usage and exposure, consumer actions and attitudes, psychographics and volumetrics, consumer segmentations drawn from attitudinal and behavioral questions in the Survey.
The Omnibus Re-Contact Study enables marketers to address their own questions directly to respondents in GfK MRI’s the Survey of the American Consumer®. Clients can integrate Omnibus data with the Survey and analyze new proprietary data in a national and competitive context without incurring the high costs of independent research.
The Survey of the American Consumer's annual sample of 25,000 respondents allows you to zoom in on different market segments and produce highly detailed and reliable reports about them.
Five segmentation reports are available to Survey subscribers…
GfK MRI offers custom research programs for media companies seeking to better understand their readers, viewers and web visitors. The custom research may be conducted utilizing a wide array of methodologies – online, in-book, via custom reader panels or via mail studies – all designed to understand the marketing value media companies offer their audiences and advertisers. Our expertise in media audience research ensures quality execution and reliable, actionable results. And being able to benchmark new data against the GfK MRI Survey of the American Consumer® database ensures data reliability.
Segmenting consumers by their responses to psychographic questions can deliver insights into motivations or behaviors that are unavailable with market analyses based only on demographics.
GfK MRI offers comprehensive segmentations from data partners that can be cross-tabbed against the thousands of data points in GfK MRI's Survey of the American Consumer®.