GfK Tool Studies 'Human Relationships' with Brands

GfK has introduced a 'human relationship' model, to uncover consumers' emotional and social connections with brands.

The new quant approach is based on the idea that human relationships serve as both metaphors and templates to describe consumers' relationships with brands. It offers statistical models that identify which brand characteristics drive growth and decline in relationships, and has reportedly already shown a 'clear connection' between brand relationships and business outcomes.

Developed in collaboration with charitable trust GfK Verein, GfK's largest shareholder, and Boston University Professor of Marketing Susan Fournier, the new model is based on an extensive global R&D initiative across eleven categories and 250 brands.

John Wittenbraker (pictured), GfK's Global Director of Innovation, Brand & Customer Experience, explains: 'Relationships are inherently emotional and social - which are also the two most important engines of consumer behavior. And relationship metaphors are intuitive for consumers and brand managers alike. This approach moves us beyond the traditional brand funnel, and because it accounts for the lifespan of relationships that consumers have with brands, it also delivers strategies for managing customer lifetime value, which are key to long-term brand success.'

Web site: www.gfk.com .