GfK Rolls Out Consumer Journey Module

GfK has added a module called Consumer Journey to its Consumer Insights Engine, giving what it calls a 'true market view' of online and off-line consumer purchase paths for technology and consumer durables clients.

The new module combines point of sales data collection with market research, online consumer behavior data, and artificial intelligence-enabled consumer review data. Aimed at both manufacturers and retailers, it supports many business functions including product, category management, marketing and sales. The module is part of the Consumer Insights Engine, which answers questions such as what triggers the need to purchase; what channels consumers use when researching products; what attributes are most important for consumers when deciding to purchase; and what purchasers think and say about a product.

The solution is available in multiple markets, including Germany, France, Italy, Spain, the Netherlands, the UK, the US, Russia, India, China, Japan, South Korea and Brazil. GfK's point of sales data is used in all markets except the USA, where the firm calibrates to a telephone survey based on a probability-based sample representative of both mobile phones and landlines.

Web site: www.gfk.com .