In this video, Martin Grimwood and David Crosbie from GfK explored the way in which market research online communities are able to generate organic insights by tapping into our increasing appetite to share experiences and learn from peers.

With more traditional forms of market research facing a challenge to keep up with busy, changing lifestyles, market research online communities offer a way for brands to understand consumer attitudes, behaviours and values and become truly customer centric.

Martin and David presented their proprietary GfK Consumer Life Study to show how communities are in sync with key consumer trends, and how this is likely to increase in the future.


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