NetBase’s social media monitoring tools gather information from more than 95 million sources and the information it collects will be fused with the outputs of GfK’s more traditional methodologies.

Thomas Finkle (pictured), GfK Custom Research North America president, said: “Understanding how to leverage conversations through the meshing of traditional research and online sentiment analysis gives marketers the next level of insight that is crucial to impactful marketing initiatives and product launches.”