Gfk Mediamark MRI+ University Internet Reporter

The marketing database, GfK Mediamark’s MRI+ University Internet Reporter (UIR), provides researchers with data on the purchasing choices and media habits of the American consumer. The data is collected from home interviews with Americans from various backgrounds and ages. According to the GfK MRI website, “The survey’s vast database of media usage, demographics, psychographics and consumer behavior makes it a powerful resource for penetrating insight into the actions and motivations of adult American consumers.¹” In recent months, the database has revamped its interface and added new search features that make it a more comprehensive resource. Users can create multilayered studies on media use and product purchasing that examine the psychographics of different regions of the country. The new product, UIR, has a more aesthetically pleasing user-friendly interface than its previous version. Along with the cosmetic changes, UIR contains features that allow researchers to create unique reports tailored for their specific marketing queries. Users can combine items within a category and create custom targets, create a trend report to analyze the past three years of consumer activity, and save and recall reports in their own personalized account.