Media Metrix Launches New Analysis Service

Web measurement company Media Metrix Inc. has launched Q-Metrix, designed to provide in-depth qualitative data based on its large sample of Internet users.

Q-Metrix links qualitative Internet data with Media Metrix’ database of metered Internet usage patterns, providing “unparalleled depth of information on consumer lifestyles, behavior, media consumption, demographics and product usage patterns linked with Internet audience ratings data,” the company said.

Media Metrix said it developed Q-Metrix by probing deeper into data from its metered panel of Internet users who responded to a questionnaire containing qualitative questions about personal lifestyle, media consumption, product consumption and buying behavior. This data is linked with Media Metrix’ metered data.

“Q-Metrix was developed in response to our clients’ need for greater depth in Internet behavioral data to help further define the growing base of Internet users and for further differentiation among Internet sites and online entities,” said Jim D’Arcangelo, senior vice president for marketing and business development.

Q-Metrix, for example, can tell an advertiser which sites have the most Internet users planning to buy a new automobile soon, and how many of those people fit the automobile manufacturer’s target audience profile (say males 25-45 with an income over $60,000.

Clients can combine and customize Q-Metrix’ data across 500 sites and properties using a variety of measures and demographics information.