As new brands gain approval and brand teams begin to manage in-line business imperatives, they are starting to ask their ATU trackers to move beyond the “what” of measuring awareness, trial and usage. With valuable brands at stake, they are beginning to require answers to why their brand is healthy and what is behind their brand’s health. To answer the “whys,” GfK’s R&D has turned a technique from qualitative research into a projectable quantitative....

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