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KANTAR WORLDPANEL

KANTAR WORLDPANEL. Experience of data collection techniques and methodologies. Alaric Evans 13-May-2011. alaric.evans@kantarworldanel.com alaric@easy.com. 2. WHO WE ARE. 3. WHO WE ARE.

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KANTAR WORLDPANEL

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  1. KANTAR WORLDPANEL Experience of data collection techniques and methodologies Alaric Evans13-May-2011

  2. alaric.evans@kantarworldanel.comalaric@easy.com 2

  3. WHO WE ARE 3

  4. WHO WE ARE KANTAR WORLDPANEL IS THE WORLD LEADER IN CONSUMER KNOWLEDGE AND INSIGHTS DERIVED FROM CONTINUOUS CONSUMER PANELS 4

  5. OFFERING INSIGHTS IN MORE THAN 50 MARKETS UK Ireland France Germany Austria Spain Portugal Italy Slovenia Croatia Bosnia & Herzegovina Bulgaria Greece Turkey South Korea Japan China Taiwan Philippines Thailand Vietnam Malaysia Indonesia Saudi Arabia India USA Mexico Venezuela Guatemala Honduras El Salvador Nicaragua Costa Rica Panama Colombia Ecuador Peru Bolivia Chile Brazil Argentina Sweden Norway Denmark The Netherlands Belgium Poland Czech Republic Slovakia Hungary Romania Russia Ukraine Kasakhstan Serbia Australia Including partners

  6. Integration withother primary or secondary data Shopper Behaviour Purchase panels Consumer behaviour Usage panels Attitudes questionnaires on a regular basis Segmentationdata COMPLETE CONSUMER UNDERSTANDING CONSUMER

  7. SHOPPER BEHAVIOUR PURCHASING PANELS Representative samples of households or individuals within a target universe (normally national, sometimes urban or developed areas only). Of all ‘private’ population but sometimes specialised – eg households with babies, drivers. Data collected on purchasing by a variety of methods depending on local circumstances: Self completion or interviewer completion diaries Interviewer face to face interview including product scanning/pack retrieval Self scanning Main ‘household panels’ cover FMCG purchasing brought into the home. Typically collected through ‘shopping trip’ route: on this day, I went to this shop, I spent this much in total, I bought these products (at these prices/promotions) Ongoing weekly data collection or retrieval. Continuous reporting – we aim to retain the same sample over time (typically 70-80% in a year): to increase accuracy of trends and to allow analysis of change in individual behaviour. Out of home purchasing collected via mobile phones. 8

  8. PROVIDING IN-DEPTH MARKET KNOWLEDGE FMCG BABY ENTERTAINMENT BEAUTY & PERSONAL CARE FASHION IMPULSE PRODUCTS PETFOOD PETROL TELECOMS

  9. REAL FACTSCONSUMER UNDERSTANDING IN HIGH DEFINITION TO SEE THE BIG PICTURE AND THE FINE DETAIL Accuracy Robustness Reliability Best methodologies for every market +200,000 households monitored worldwide Quality commitment at every stage

  10. RETAIL AND SHOPPER DYNAMICSDISCOVER SHOPPER BEHAVIOUR & RETAILER PERFORMANCE Loyalty Who are your shoppers? How loyal are they? To you? To your retail partner? ShareWhat is your brand share within store?What is your retail partner share of market? CompeteWhat brands compete with yours within channel/retailer? ArrangeHow should your products bearranged on shelf? InfluenceHow can you influence shopper behaviour? TargetHow can you target them more efficiently with promotions? 11

  11. SHOPPER BEHAVIOUR PURCHASING PANELSDATA COLLECTION Self Completion diary: Diary has sections to act as prompts and to route questions for product identification Panel member classifies products themselves – guided data entry Dependent on memory – diary completed occasionally Scanning Needs barcode dictionary (even with large samples, half of all products will be bought < 3 times a year). NB Private Label barcode issues. Dependent on panel member scanning the trip when they come home (otherwise unprompted memory) Different models used depending on data transmission (fixed line, gsm, internet, collection) and whether a keyboard is required. Keyboard used for supplimentary questions and price. 12

  12. SHOPPER BEHAVIOUR PURCHASING PANELSDATA COLLECTION Till receipt harvesting - In certain circumstances we collect till receipts: In order to collect price paid information – this enables us to use scanners without keypads and reduces respondent workload. For drivers panels - collecting spend on petrol and other usage of the petrol station. These are scanned images, coded manually We do not use till receipts to identify fmcg purchases because Till receipts often do not contain enough information to identify the exact product. Some outlets do not provide any detail on till receipts. 13

  13. What is Kantar Worldpanel ? within the UK?

  14. How do we recruit our panellists? Potential panellists selected from consumer and direct marketing databases Interested homes contacted by post, then telephone • Recruitment package sent to homes: • Palm Pilot Scanner/Clicker • Codebook • Instructional Video

  15. Demographically representative sample of mainland GB households 25,000 households Production & delivery of data following a4 weekly cycle Worldpanel Specification Using Palm Pilots and Clickersto scan barcodes Silent data retrieval via a modem/internet Eachfamily member scans all purchasing broughtinto the home Non-barcoded items entered via a patented codebook

  16. DataCollection

  17. WORLDPANEL 25,000 GROCERY PURCHASING PANEL Purchaser Price paid & Promotion Store Day of purchase Image Category Flavour Total Trip Spend Size Manufacturer Brand Nutritional content

  18. Panellists then send us their receipts which we match to their purchases. For each trip we then know: • Retailer • Total Shop Spend • Shop Address Details • Price Details by Product • Promotions • Product Information

  19. Collecting the relevant InformationBarcodes verified in four ways Field Workers Retailer Tapes Client Service & Manufacturers Panellists

  20. THANK YOU 25

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