GfK Debuts Consumer Experience Analysis Tool

GfK has announced the launch of ConX (Consumer Experience Measurement and Tracking) - a holistic, customizable tool for measuring, evaluating and optimizing the consumer experience.

ConX is a modular system based around three platforms, all of which can be measured independently of the others:

• The consumer experience measure, which captures 'indirect' experiences such as personal product recommendations, online, TV or print advertising; and, 'direct' such as usage, ownership, point of sale and packaging.
• The mind modularity platform, which 'identifies and quantifies the consumer experience in the context of talking, thinking, sensing, feeling and acting'
• A quadrant data collection interface inviting consumers to feed back on the impact made on them by products or brands using drag and drop mind module icons.

David Krajicek, CEO, GfK Custom Research North America, says ConX is 'a revolutionary new analysis method that drills deeply into the consumer experience by quantifying and analyzing consumer experience touch points' allowing marketers to understand 'how to engineer a consumer experience to optimize interaction with the brand and to drive loyalty.'

General information from the ConX model can also be used to help clients put their own findings in context and 'facilitate experiential engineering' according to the company.

Web site: www.gfk.com .