GfK Group and Mediametrie in strategic partnership

by Staff,, Brand Republic 14-Feb-05

LONDON – GfK Group and Mediametrie have signed a strategic partnership for the launch of a new joint study for France, which will provide the market data on the kinds of media and multimedia equipment in French households.

With digital convergence and switchover ever closer, the GfK Group and Mediametrie partnership wants to be able to offer accurate monitoring of the development of these new technologies to all of the market.

The Multimedia Equipment Reference will be carrying out 22,000

face-to-face interviews a year with French residents and using data from real sales from the GfK Group's distributor panels. This will be combined with Mediametrie's scientific expertise in the production of results.

Mediametrie director general Jacqueline Aglietta said: "This partnership illustrates Mediametrie's strategic intention to provide the market with a unique reference result in the sphere of media and multimedia equipment. The Multimedia Equipment Reference will permit market players to be continuously aware of the rate of ownership of present and emerging electronic and telecommunications equipment used in or outside the home."

GFK said it was convinced that the market needed to have firm indicators of the reality of households' multimedia equipment as the rate of technological changes rapidly increases.

Gerard Hermet, president of GfK France, said: "This reference study will allow us to better analyse the reasons for success or failure of new equipment, and therefore to better anticipate changes."

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