Every year, GfK MRI conducts the Survey of the American Consumer™ on 26,000 adult consumers in the United States. One of the great things about the work GfK MRI does is that they conduct the survey via face-to-face interviews with consumers. This, in turn, strengthens data reliability.
There are many different applications offered by GfK MRI, one of which is the Doublebase. The Doublebase is comprised of four waves of surveys (approximately 52,000 consumers). This data can be sliced and diced in a variety of ways, including weighting the total adult U.S. population. There is even an indexing feature for the metrics that provides great insights.
For example — and I’m making up numbers here — let’s say we want to know the attitudes toward mobile technology of persons who use professional hairstyling services. We run mobile metrics across this segment of customers and one of our significant findings is an index score of 125 for the attitude, “Text messaging is an important part of my daily life.” What this index would tell us is that consumers of professional hairstyling services are 25% more likely than the general population to feel this way about text messaging.
What is even more remarkable about the indexing feature is that, hypothetically, only 35% of consumers of hairstyling services may have this attitude toward text messaging. However, while 35% seems low, compared to the general population it may be high, and thus the index would be higher (in excess of 100).
This is just a small taste of all the analytical possibilities with GfK MRI. The number of metrics is impressive and includes product usage and volume data, as well as psychographics. Also, the power the Doublebase application offers, with features such as filtering, allows massive amounts of data to be sifted through quickly and accurately. All of this, and much more, makes GfK MRI a valuable tool worth leveraging — one that LEAP is currently using to help support the digital marketing recommendations for clients.
(Contributed by Ben Hill, marketing analyst)