Consumer research solutions
Consumer panels
Advantages of specific panel formation
Consumer panels can help you monitor your brand users as well as those
of competitors.
1WR proposes to recruit specific exclusive panellists for your needs so they are fresh and verified. Specific consumer panels allow interactiveness through a combination of techniques:
- internet with immediate responses
- postal means with product samples dispatching
- telephone relationships with more qualitative feedback
Alternatively, specific recruiting or "from the shelf" internet consumer panels may also be used.
Internet, postal or telephone modes
Internet advantages include:- rapidity
- audio and picture files integration
- good interview administration control
- economical, especially for successive waves
Postal advantages offer:
- longer questionnaires administration (panellists complete questionnaire at their own pace)
- product samples and materials can be sent
- economical, especially for multiple waves
Telephone advantages include:
- relative rapidity
- human to human open ended probing capability
- good interview administration control
- relatively economical, especially for multiple waves
From many different countries of origin, interviewers conduct interviews in their local mother tongue in same controlled condition across countries. Using specific telephone interviewing software, teams can function 24 hours a day, 7 days a week.
Analysis and reporting
1WR experts perform simple tables and eventually sophisticated analysis
or time
series analysis for successive waves:- tables and difference tests: produced with market research software (QPSMR) that integrates entries from: postal pen & paper, computer assisted telephone interviewing (CATI) and other open standard internet sources
- multidimensional or time series analysis: mapping/graphical methods summarize large amounts of data into a simple, easy to assimilate visual representations
A typical panel project comprises:
- presentations and reports of analytical findings with summary and recommendations, discussed and prepared with you
- summary tables produced either as Excel spreadsheet tables or in Word files which include result differences though significance tests, as well as various splits: specific targets, "early adopters", segment groups and other socio-demographics
- listing of the open-ended question verbatim
answers and their translation in English
- produces simple tables manages multiple projects
- facilitates norms and comparisons
- enables to define new filters, formats, statistics, weights
- various exports
Objectives
To follow-up usage and attitudes for consumer personal care, fabric
care and home care categories internationally (US, UK , France, Germany
, Italy, Spain , Brazil , Mexico , Argentina , and Thailand).Difficulty: Questionnaires were long and there were budgetary constraints. Some socio-categories in some countries were not highly literate.
Solution: A postal panel was considered. Recruiting was conducted randomly through various techniques. For poor literate socio-categories, specific face to face interviewing was planned.
Sampling and methodology
Four waves a year originally based on 500 panellists per country. Each
panellist (self-completed or face to face modes) indicated various
brand and product preferences as well as general and specific category
usage and attitudes.Difficulty: Handling an international consumer postal panel with the ability to adapt to specific local requirements can be challenging.
Solutions: 1WR set-up central coordination and used local management to optimise the questionnaire and conduct specific face to face completions.
Reporting
Reporting included oral presentations, reports, detailed tables,
further statistical analysis, and statistical package files.As a continuous operation, results for each week could also be maintained on a client research project management software (Reflect©) so local supra regional teams could benefit from specific analysis when required.
Reflect software training and support was provided to client teams in the US, Latin America, Europe and East Asia.
1WR's advice enabled the client to follow consumer demands, determine international consumer patterns, adapt existing brand/product portfolios and help develop new products.
Timing
10 weeks per wave (1 week preparation, 8 week fielding, 1 week analysis)Quality
Each panellist was pre-recruited randomly by phone.Renewal of panellists would be planned progressively to ensure that "age of panellists" would not bias results in the long run.
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2002-2008. All Rights Reserved.
updated last Sept. 2004
updated last Sept. 2004