GfK MRI to Add Digital Magazine Analysis in 2011

In the US, GfK MRI is implementing a change in its in-person, in-home consumer surveys to augment its data on readership of printed magazines with readership on every type of digital platform.

Founded in 1979 as Mediamark Research & Intelligence, GfK MRI provides magazine audience ratings, multimedia research data and insights into consumers' behaviour and motivations.

Following nearly a year of testing, the company plans to roll out its new survey system in 2011, to include the measurement of magazine readership on digital platforms and devices such as web sites, eReaders, mobile phone apps and tablets.

To prepare for the transition, the company undertook two phases of testing. Last year, a series of tests were conducted to evaluate several ways to ask consumers about their magazine media reading; this year saw a large-scale pilot test to evaluate how survey respondents understood and responded to the chosen descriptions of all versions of magazines, print and digital. This test involved 500 people who were shown the newly worded in-home questionnaire and a control group of 500 people who were shown the existing GfK MRI in-home survey.

'It may sound like a straightforward exercise, but when you consider the speed at which digital platforms are proliferating, it's easy for consumers to get confused when they are asked to explain how they read magazines,' explains Dr Julian Baim, EVP/Chief Research Officer.

'For example, some people read digital reproductions of magazines, some read text-only versions, and others use magazine apps designed for mobile devices. Magazine publishers deserve to get full credit for the totality of their title's readership, regardless of how that readership takes place.'

Beginning in 2011, GfK MRI will also measure readership of national newspapers across all digital platforms.

Web site: www.gfkmri.com .