NEWS19 April 2011

NetBase and GfK Custom strike social media deal

New business North America

US— GfK Custom Research North America has forged an alliance with social media monitoring firm NetBase that will add the blogwatcher’s online conversation tracking and sentiment analysis capabilities to its research offer.

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.”