GfK Custom Research North America and Think Passenger, Inc. Join Forces to Create New Paradigm for Consumer Insights

NEW YORK, Jan. 5, 2011 /PRNewswire/ -- GfK Custom Research North America and Think Passenger, Inc. today announced a joint venture that will co-market services used by enterprises and brands to build and engage private on-line communities. This new offer will leverage GfK's consumer insights expertise with Passenger's engagement technology platform and community experience.

The venture, GfK Passenger, provides clients of both companies with marketing and brand engagement insights. Leading-edge community technology is leveraged to enable two-way communication, real-time interactions and relationship building between brands and consumers. By combining the latest in social media research from Passenger with the consumer insights expertise of GfK, the joint venture represents a new paradigm for understanding consumers and generating direct feedback resulting in better, new-to-world insights previously unavailable.

"Social media and online communities provide an ideal environment for gathering the intelligence that marketers and managers need to make informed decisions," said Thomas Finkle, co-president, GfK Custom Research North America. "GfK's research experience and knowledge of the automotive, financial services, technology and consumer packaged goods industries coupled with Passenger's social media expertise enables our mutual clients to be immersed in conversations that provide a deeper level of insight into key industry segments."

"We are delighted to partner with GfK, a global leader in market research, and bring together Passenger's proprietary engagement technology products and services with GfK's expansive industry knowledge and research experience," adds Bahram Nour-Omid, Ph.D , Chief Executive Officer,  Think Passenger, Inc. "GfK and Passenger will provide the most comprehensive solutions to brands in the field of online community research to help gather insights, drive innovation and build advocacy and loyalty more effectively."

For GfK clients, the arrangement means having a rich and flexible community platform to organize and manage private communities for ongoing engagement. Access to GfK's proven research methodologies, analysis and reporting capabilities enhances Passenger's consulting offer to encompass guidance beyond social engagement, including how to frame queries and produce actionable insights to better inform the sponsors of its hosted online communities.

About Passenger

Passenger social software powers private online communities for the world's leading marketers and top social brands. Passenger communities provide real-time customer insight and cost-effective innovation, while driving ambassadorship and increased efficiencies in market research. The Passenger application, delivered Software-as-a-Service, combines market-leading social networking, collaboration, media, research and analytics features into a single intuitive interface. Passenger's knowledgeable Client Services and Community Insights teams provide thought leadership and maximize community value for Fortune 500 clients as well as ongoing support for self-service, channel and agency partners. Founded in 2005, with offices in Los Angeles, Palo Alto and New York City, Passenger is privately held and funded by Shelter Capital Partners, StarVest Partners and Steamboat Ventures.

About GfK Custom Research North America

Headquartered in New York, GfK Custom Research North America is part of the GfK Group. The GfK Group offers the fundamental knowledge that industry, retailers, services companies and the media need to make market decisions. It delivers a comprehensive range of information and consultancy services in three business sectors— Custom Research, Retail and Technology and Media. The no. 4 market research organization worldwide operates in more than 100 countries and employs over 10,000 staff. In 2009, the GfK Group's sales amounted to EUR 1.16 billion. For more information visit www.gfkamerica.com. Follow us at www.gfkinsights4u.com or on Twitter @gfkamerica.

SOURCE GFK Custom Research North America

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