Hasta La Creative!

Florian Kahlert, the new managing director at GfK MRI, is inheriting an organization known for measuring print audiences in a world that is becoming decidedly more digital.

GfK MRI surveys 26,000 consumers each year for the company’s “Survey of the American Consumer.” For years, magazine publishers have relied on this data to show advertisers the demographics of their readers, including their household incomes and spending habits.

To collect this data, the organization literally goes door to door, questioning people about the print and digital media they consume. It’s a labor-intensive effort, but one that Mr. Kahlert says helps to maintain the integrity of the data it collects. “It is a very sophisticated, very expensive and very elaborate process that people have been doing and refining over the years,” he said.

Continue reading at AdAge.com