Under the deal, GfK MRI and Keller Fay will fuse together their largest syndicated research databases to create a new product, known as TalkTrack/GfK MRI Data Fusion, which will be available by the end of the month.

The product aims to help media agencies and owners plan media strategies based around consumer conversations about brands and companies.

GfK claims it will be “the leading currency study for print media” because it will easily link conversations to specific media audiences and product owner groups.

The TalkTrack study was launched in the US in 2006 and carries out interviews with consumers about their online and offline brand-related conversations. It launched in the UK in 2011.

“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 and CEO Kathi Love (pictured).

Brad Fay, COO of Keller Fay Group, added: “By connecting our word of mouth data to GfK MRI’s, it is now possible [for advertisers] to identify which media audiences are most likely to engage in conversations about their category and brands.”