“Daphne” turns research project into a faster process

Daphne is a new end-to-end research device by GFk, which is based on the following five pillars:

1. Single source measurement

GfK Daphne's single source method measures media behaviour, campaign effects, brand effects and the strength of advertising copy at the level of individual respondents. With this model we can make a direct connection between marketing communication investments and their effects.

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2. Continuous insight

Continuous single source tracking creates the possibility of adequately measuring, quantifying and managing brand and campaign effects. It is the perfect method for causal analyses to determine what works in a campaign and what does not.

To get a complete picture of the effectiveness of a campaign, external data sources are added, like promotional pressure in the market, media expenditures of competitors, market shares, etcetera.

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3. GfK Daphne Dashboard

Advertisers get access to the GfK Daphne Dashboard, which gives them a 24/7 insight into their present state of affairs. The GfK Daphne Dashboard gives a unique view on your brand and the competitors in your market.

The Dashboard is very flexible and accessible and reports your campaign and brand performances in Key Performance Indicators. Action reports give insight details about the effectiveness of the campaign.

The Dashboard offers a sophisticated toolbox which customer insight managers can use to make their own analyses. It is a fully integrated end-to-end solution, that is used to manage tracking research from A to Z. Programming and adaption of the questionnaire, data processing analysis and reporting of research results are in real time.

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4. State of the art analysis tools

Daphne's unique analysis tools offer a detailed overview of the performance of a campaign. They reflect the effectiveness and efficiency of a complete campaign, of advertising copy, of single media and synergy between media. Advertising copy is benchmarked and message recall is determined. The tools are successfully used by large international advertisers, to improve their ROI substantially.

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5. Actionable research based advice

GfK Daphne's consultants have in depth market knowledge and a solid background in advertising strategy and brand management. This helps them to translate research results into actionable advice to improve campaign efficiency.