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Gaither launches media, brands daily monitoring study

Beatriz Castro, vice president of Gaither International Puerto Rico

Market research firm Gaither International this week launched its “Media Brands Profiles” service, which may be Puerto Rico’s first multimedia brands, media and consumption daily monitoring study.

MBP allows advertising agencies, media, service companies and manufacturers, amongst others, to gain “real perspective of their products and services” through statistical elements as penetration, impact, market share, purchase intent, satisfaction levels, and media exposure.

Furthermore, the study provides a comprehensive understanding of the consumer, as it reveals consumption habits, lifestyle, finances, preferences and demographics, among many others, Gaither officials said.

“Media Brands Profiles is not competing with any measurement tool that may be in this market, as it is the only study that runs on a daily basis — seven days a week, 360 days a year — whose methodology consists of face-to-face interviews to consumers, in a representative sample of young adults ages 12 and older,” said Beatriz Castro, vice president of Gaither International.

“This face-to-face methodology provides accurate results, also taking into account that about 20 percent of the field work is supervised, and 100 percent of the interviews are checked by our quality department,” she said.

To gather the data, Gaither will put its more than 200 interviewers in its field department, who average five years of experience in the industry, to work, she said.

“Although the official MBP launch has been this month, the interview process began in October 2011, so the study has an extensive database with a low and reliable statistical margin of error,” Castro said. “The Media Brands Profiles has the ability to grow and include in its measurement around 90 categories in the service, household, personal care and food categories, among others.”

More than 25 clients from diverse industries including media, advertising agencies, multinational companies, insurance companies, consumer product manufacturers, and fast food, have signed up for the MBS service, she said.

Ernesto de la Torre, president of GKL

Real-time data results
MBP is an effort of Gaither International with U.S. consulting and technology firm Global Knowledge Link, which allowed the integration of MBP to a completely web-based platform, whose results update in real time.

This platform allows clients to see question results in just days of being in field, and allows continuous monitoring through visual elements such as charts and tables. It also facilitates the crossing of user questions.

“This presents a huge step forward for the market research industry. It is the only tool for getting such fast, accessible and dynamic results,” said Ernesto de la Torre, president of GKL.

By the end of 2013, the MBP service is expected to be launched in Latin America.

Author Details
Author Details
Business reporter with 27 years of experience writing for weekly and daily newspapers, as well as trade publications in Puerto Rico. My list of former employers includes Caribbean Business, The San Juan Star, and the Puerto Rico Daily Sun, among others. My areas of expertise include telecommunications, technology, retail, agriculture, tourism, banking and most other segments of Puerto Rico’s economy.

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