NEWS25 July 2012

Scarborough teams with GfK MRI to offer consolidated views

Data analytics North America

US— Scarborough Research has agreed a collaboration with GfK MRI to combine the latter’s attitudinal data with its own local and national consumer databases to allow marketers to study consumer attitudes in conjunction with media consumption and purchasing behaviour.

The combined product will be known as the Scarborough/GfK MRI Attitudinal Insights tool.

GfK MRI president and CEO Kathi Love said: “By knowing how attitudes and motivations differ across local markets, buying habits or media consumption patterns, users of this new service can be confident that they have well-rounded insights to support their marketing and media strategies.”