GfK Mystery Shopping Shopping Hires
Steven Maskell As New Vice President

-- Mystery Shopping Veteran to Lead Client Service --

NEW YORK – November 14, 2006 – GfK Custom Research North America today announced industry expert Steven Maskell is joining the company as its new Vice President, Senior Account Executive, adding ten years of global expertise to its mystery shopping team. Maskell will lead the client facing side of GfK’s Mystery Shopping division; responsible for client relationships and delivery, in addition to managing the research team.

Maskell comes to GfK from Shop 'n Check Worldwide, where, as director of sales and marketing, he drove the company’s growth through new business development.  With a focus on Fortune 500 organizations, Maskell was a key part of the team that established Shop ’n Check’s leadership in mystery shopping. He also guided the industry in implementing one of the first global mystery shopping programs.  In addition to his corporate responsibilities, Maskell also serves as an advisor to the Shop America Alliance and is a member of the Market Research Association.

“With his extraordinary depth and breadth of industry experience and proven ability to deliver client results, Steven is the ideal addition to our global mystery shopping team,” says Don Simons, Managing Director, GfK Mystery Shopping. “We are delighted to welcome him to the GfK family.”

“Mystery shopping is a valuable service that simultaneously gives a voice to America’s shoppers and provides companies detailed information on the customer experience of their store as well as ways to improve their business,” explains Maskell.  “I am thrilled to join the team and have the opportunity to include my perspective for GfK’s clients and consumers across the globe.”

With a background in psychology and MBA in eCommerce, Maskell addresses his clients’ programs with an integrated approach, incorporating both technology-based and classic research methodologies. His extensive experience across a variety of market segments, including automotive; wireless telephony; quick-serve restaurants; petroleum; and classic retail, has established him as a recognized industry expert and advisor to his clients and consumer media.

About GfK Mystery Shopping

A division of GfK Custom Research North America, GfK Mystery Shopping offers more than 15 years of North American mystery shopping experience and specializes in helping clients increase revenues, grow brand equity, build positive customer experiences and drive operational improvement.

About GfK Custom Research North America

Headquartered in New York, GfK Custom Research North America is part of the GfK Group.  With home offices in Nuremberg, Germany, the GfK Group is among the top-five market research organizations in the world.  Its activities cover five business divisions: Custom Research, Retail and Technology, Consumer Tracking, Media and Healthcare.   In addition to 13 subsidiaries in Germany, the GfK Group has more than 130 subsidiaries and affiliates in over 70 countries.

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