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GfK Media Research in UK
From this week, the GfK Group is represented by its own media research company in the UK with the launch of GfK Media Ltd, offering customer focused and technology driven measurement of media consumer behaviour.
GfK is well-established in the UK as the industry source of information on retail purchase behaviour of consumer technology hardware. With the launch of GfK Media Ltd., GfK can now deliver an integrated information service to its clients, embracing media consumption and purchase behaviour.
In the coming months, one of the principal activities of the new company will be to work with RAJAR (Radio Joint Audience Research), the UK's Association of Broadcasters for Radio Audience Measurement, on the ongoing trials of GfK's Radiocontrol system towards its implementation as the UK industry standard radio measurement tool.
Radiocontrol is an innovative technology for continuous minute-by-minute electronic measurement of radio and TV consumption. The measuring device is incorporated into a wristwatch, ensuring high rates of survey participation. Every day for a week participants wear the watch, which registers listening patterns of all radio and television channels. This proven method of passive electronic measurement provides accurate data and does not rely on listener recall.
The new company will be jointly run by newly appointed directors Tanya Koshechkina and Nick North, with further appointments to be made during Spring 2003. Launching GfK Media Ltd, Petra Heinlein, member of the executive board of GfK Group responsible for media research, commented 'The breadth of experience that both Tanya and Nick bring to GfK Media will serve us well in the new venture. Drawing on their expertise, and driven by the Group's own strengths in both consumer and media sectors, we see the formation of the new company as a great opportunity to bring a consumer-centric focus to our media measurement, and to deliver innovative, technological research solutions in Europe's most advanced media market.'
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