GfK MRI launches new consumer segments

US — GfK MRI has announced the launch of 44 consumer segments.

The segments are based on consumers’ offline activities and attitudes, gathered from its Survey of the American Consumer, which is updated every year from 25,000 in-person interviews. The segments are accessible via three data management platforms: BlueKai, eXelate and Lotarne.

An example of some of the segments available are:

  • Purchase researchers
  • Use mobile phone for entertainment
  • Will receive ads in exchange for services or lower costs
  • Internet banking
  • Prefer local and nutritious foods

“To build brands effectively, online advertising needs to be complemented with reliable information about the offline world of consumers — the magazines they read, stores where they shop, and products they buy,” said Florian Kahlert, managing director of GfK MRI.

“Tracking consumers’ attitudes and behaviours in every aspect of their lives has been our sole purpose for 30 years. We are thrilled to be bringing this expertise and insight to the online marketplace, with great help from BlueKai, eXelate, and Lotame.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments

Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts