GfK MRI Partners with Cubeyou, Enhancing Gold-Standard Consumer Profile Data with Billions of Social Media Interactions

Joint analyses, products will help brands target social media users
more precisely

NEW YORK–(BUSINESS WIRE)–GfK MRI and Cubeyou are joining forces to create an unmatched
resource for understanding the interactions of social media and product
usage – deep profiles of consumer beliefs and behavior married to social
media use data from over 10 million accounts.

GfK MRI collects thousands of consumer data points each year through its
Survey of the American Consumer®, conducting approximately 25,000
in-person interviews annually. The gold-standard GfK MRI database
includes media use, product purchase, brand attitudes, political
affiliations, and much more.

Cubeyou is a customer insights software that provides access to the
first study of the American consumer powered completely by social
data. The firm’s database of over 10 million social media users across
their Facebook and Twitter accounts is filtered for demographic
completeness and weighted to the US population.

By enhancing the GfK MRI data with “likes” and other social media
information from Cubeyou’s research, advertisers and their agencies can
look closely at the interplay between a brand’s social media presence
and usage of its products. For example:

  • a consumer packaged goods manufacturer will be able to isolate brand
    “likers” in the GfK MRI database and compare them to other brand
    users, or
  • an auto brand can connect its fans or followers to GfK MRI automotive
    attitudes for a better understanding of their relationships with the
    automotive sector in general, providing useful insights for new
    vehicle development and positioning.

“Advertising agencies have been searching for better information on the
dynamics of social media use,” said Andrew Arthur, SVP of Data
Integration at GfK MRI. “By focusing on the interactions of brands and
consumers on social platforms, the combination of GfK MRI and Cubeyou
provides a perfect resource for planning and capturing ROI.
Brands can understand clearly where they stand with consumers in the
social world, and learn how to enrich those connections through special
offers, events or even mass media advertising.”

“Data availability is exploding, and with it the need to combine and
analyze data sets,” said Federico Treu, CEO and Founder of Cubeyou. “At
Cubeyou, our goal is to make this insight discovery process fast, easy,
and accurate. The partnership with GfK MRI is a first huge step in this
direction. Finally, marketers will be able to seamlessly dig into
consumer demographics, psychographics, interests, passions, social
behavior, affinities and consumptions through a single platform. This
partnership combines Cubeyou’s 4.5 billion daily interactions generated
on social media with GfK MRI’s industry-standard product behaviors,
attitudes, psychographics and brand usage.”

About GfK

GfK is the trusted source of relevant market and consumer information
that enables its clients to make smarter decisions. More than 13,000
market research experts combine their passion with GfK’s long-standing
data science experience. This allows GfK to deliver vital global
insights matched with local market intelligence from more than 100
countries. By using innovative technologies and data sciences, GfK turns
big data into smart data, enabling its clients to improve their
competitive edge and enrich consumers’ experiences and choices.

For more information, please visit
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David Stanton, 908-875-9844
VP, MarComms