GfK to Integrate NetBase Social Media Analysis

GfK Custom Research North America has partnered with social media insight and analysis firm NetBase to provide an enhanced online conversation tracking and sentiment analysis service to GfK's clients.

NetBase's solutions tap into ConsumerBase, a social intelligence warehouse that tracks billions of conversations in real-time from more than 95 million sources. The firm's natural language processing engine adds analysis of sentiment and behavior to more basic keyword search and text analytics.

Through the alliance, GfK will use the NetBase platform, social intelligence warehouse, analytics tools and scorecards to provide clients with an integrated package of social media 'listening' and other market research methodologies, providing a 'deeper understanding' of the dynamics and drivers of brand affinity, it says.

'The conversations that consumers have online are increasingly influencing their perceptions of brands and companies which, in turn, impacts shopping behavior,' explains Thomas Finkle, Co-President, GfK Custom Research North America. 'Understanding how to leverage conversations through the meshing of traditional research and online sentiment analysis gives marketers the next level of insight that is crucial to impactful marketing initiatives and product launches.'

Web sites: www.gfkamerica.com and www.netbase.com .