What is a consumer panel?

A consumer panel is a permanent, syndicated and representative sample of consumers, who provide ongoing details of the fast moving consumer goods they purchase. Using the most effective collection methodology (scanner, paper diary, internet, till receipts, telephone) each panel member records the details of every item they purchase. For each item we know what, where, when, how much and who purchased.

Why do you need consumer panels?

To understand:

• What lies behind sales performance: not just what happened but why: the underlying consumer drivers might show you a different picture.
• Which is the best way to achieve your targets: more buyers, more spend per buyer?
• The main drivers of your brand performance. How these compare competitively.
• The right mix of variants in your portfolio for your existing buyers and the category.
• Whether launching a new variant could develop your consumer base.
• How the category is purchased. How your range performs. Where there are gaps and development opportunities?
• How to leverage your brand strengths?
• Whether the consumers you reach are in line with your target market?
• Where else and how you could get your brand listed?

We will help you understand what really took place and why.