GfK Unveils 'Visual Reporter' Targeting Insights Tool

Consumer and media research specialist GfK MRI has launched a graphically-based analytical tool called Visual Reporter, which taps into the firm's database of US consumer activities and attitudes to uncover their hidden concerns, desires and beliefs.

Visual Reporter, which boasts an intuitive interface and instant charting, accesses the company's Survey of the American Consumer, whose 24,000 in-person, in-home interviews each year capture a range of information on media use, buying habits, lifestyles and attitudes. Available to MRI's current subscribers, Visual Reporter is also able to identify those product categories that resonate with consumers, while learning about an individual's mobile habits and their time spent online, and determining a target's ideal media mix.

Josh Pisano (pictured), SVP of Data Innovation, comments: 'With Visual Reporter, we are focused on giving time back to our clients - so they can devote more energy to the things they do best. Rather than combing through tables or constructing charts, our clients can spend more of their days adding insights and crafting points of view. Visual Reporter is also an invitation to leverage MRI's data more deeply, empowering brands to make smarter marketing decisions'.

Web site: www.gfk.com .