Consumer Panel Analytics

Consumer Panel Data can be used to answer many marketing questions. The following section presents a selection of key analyses

 

Basic Analytics

Duplication analysis

This approach isolates buyers of a particular brand over a total year. It then quantifies the proportion of them who buy other brands at some

 

Gain & Loss Analysis

This analysis identifies the source of change in a brand’s share, volume or value over 2 identical time periods. The 4 possible sources of a brand’s volume change are:

• New category buyers
• Added to repertoire
• Increased purchasing
• Switching

The most important source of volume is usually the Switching component, which consists of the volume directly stolen by or lost to other brands.

 

Repeat/lapsed/new buyers analysis

If the objective of the analysis is to understand which brands has my brand gained from, the focus would be on the new buyers. Comparing their brand purchasing behaviour (period 2) to average brand shares will highlight brand “gainers”. Conversely by looking at lapsed buyers the analysis provides an indication of who my brand has lost to.

 

Heavy-Medium- Light Analysis

This analysis groups buyers according to their purchase intensity. The initial learning is to assess the % contribution of core buyers and their profile and behaviour

 

Segmentations

How can I understand my competitive environment?
Segment products
“Help me optimize ranging and merchandising” – Consumer Decision Hierarchy
Segment People
“Help me optimize my consumer targeting: – Purchased Based Segmentation
Segment Occasions
“Help me optimise my brand strategy” – Occasion Positioning

 

Expert Analytics

There is a wide range of expert analytics. But the Consumer Panel provides a very wide range of analytical possibilities that we as well offer as customized solutions for your questions. Below you find some of the most common ones:

Category Expandability

• Could I get consumers to buy more of my category?
• If shoppers buy more will they consume faster?
• Is my market more expandable than others?
• If a consumer is persuaded to buy a larger pack will they use it at the same rate?
• What are the best pack sizes to encourage faster use?
• What are the best promotional mechanics to encourage faster use?
• Are certain pack formats better at encouraging expandability?

Marketing Mix

Here we analyze the contribution of all Marketing factors for your brand performance to help you optimize your marketing activities:

• Understanding product positioning
• Understanding pricing
• Understanding promotions
• Understanding placement

Ranging

• Understand what the shopper is looking for in your category in order to work out what needs your range has to meet
• Build up a portfolio of skus starting with the absolute essentials, then adding to drive incremental sales
• Identify skus in your range which aren’t adding anything to your brand and could be rationalised
• Identify your “ideal range” and calculate the impact on your brand and on the category if you list this rather than what you currently offer

Shopper

The main areas here would be:

Shopping Missions
Missions are about understanding how many different markets are in your basket in a shopping trip…

Category Manager  
Offers insight into category performance so you can highlight your opportunities within the category and gain information on your competitive threats. Understand the dynamics behind your consumers' behaviour, identify the measures that contribute to store loyalty and analyse lost expenditure from individual stores at brand, sector and category level.

 

This section can just give you a flavour of the our analytical capabilities. Please contact us for any questions.