Mediamark Rebrands as GfK MRI

In the US, GfK subsidiary Mediamark Research & Intelligence (MRI) has re-branded as GfK MRI, in a move which it says reinforces its connection with its parent company.

Founded in 1979, MRI, which provides magazine audience ratings, multimedia research data and insights into consumers' behaviour and motivations, became part of GfK in 2005.

The firm is also known for its national Survey of the American Consumer, through which it interviews around 26,000 US adults to examine their use of media, their consumption of more than 6,000 products, their lifestyles and their attitudes.

Most recently, MRI partnered with the Media Behavior Institute (MBI) to deliver a syndicated, consumer-centric multi-media database using the TouchPoints methodology developed by the IPA in the UK, which provides insights into how people use 'all' media.

'We are very excited about our rebranding,' said Kathi Love, President and CEO of GfK MRI. 'Our transformation to GfK MRI signals to the industry that we combine the best of two worlds - GfK's global resources and the national and local knowledge of GfK MRI in the US.'

The firm's new web site is: www.gfkmri.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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