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The latest GreenBook Research Industry Trends (GRIT) Report cites GfK as one of the five most innovative consumer insights suppliers.
GfK rose one spot compared to the previous GRIT research, which was published at the end of 2015. The latest GRIT Report, for Q1 and Q2 of 2016, is based on responses from 2,144 consumer insights buyers and sellers from 70 countries.
The report notes that the two key drivers of innovation, based on verbatims provided by respondents, were “Methodologies/Techniques” and “Technology/Tools.” GfK has continued to deliver breakthroughs in both these areas, including
• Market Builder Voice – a technique leveraging “voice as the new data” to bring new dimensions of emotion and authenticity to consumer insights,
• The Future of TV – groundbreaking studies about TV and video content monetization fused to GfK MRI’s unmatched database on consumer behavior and attitudes,
• KnowledgePanel® Digital – active surveys plus passive digital tracking on a stable, representative, longitudinal panel., and
• Experience Effects – a tracking program that provides insights into how interactions affect brand perceptions and drive spending.
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