GfK Launches 'Experience Effects' Brand Measure

GfK has introduced a communications tracker to measure the social and emotional reaction of consumers to the various 'touch points' for a particular brand, and identify those the individual finds most memorable.

The new 'GfK Experience Effects' system has been developed to analyse all the 'experience points' that consumers encounter, including advertising, in-store marketing and packaging - as well as those aspects beyond the brand's absolute control, including word-of-mouth and social media. It then prioritises these experience points to show how well the brand is performing against a direct competitor, and how influential each point is in driving consumer purchase.

The system uses GfK's interactive ConX measurement system to provide insights about how people 'live' each experience point, and it also includes a mobile diary component, so that the impact of brand experience points can be captured in real-time.

Experience Effects has already been tested by a leading beer brand, which found that the drinking experience in a pub or bar was the most important for driving sales of the product. However, Nathalie Mandavit (pictured), Global Director of Communication Efficiency, explains that GfK's findings showed that the brand was performing poorly 'in-pub' compared to its competitor - insight she says was missed by traditional touch point studies. 'With this information,' she adds, 'the brand was able to refocus its cross-media strategy on the experience points that would bring them maximum return'.

Web site: www.gfk.com .