Product media index in Hungary - a detailed consumer profile from different database sources

Jénos Bacher
GfK Hungéria, Hungary

Rita Vella
GfK Hungéria, Hungary

Dévid Gyöngyösi
GfK Hungéria, Hungary


Expectations of market research projects are becoming increasingly complex. The clients' goal is to learn as much as possible about consumers, and understand their behaviour and the background to their decisions.

In order to meet clients' requirements, a worldwide trend of longer average interview times and questionnaire length can be observed.

However, longer interview time and more burden on respondents have a negative effect both on the quality of the answers and that of the research results.