Use of multiple technology platforms in consumer panels - a case study
Dinko SvetopetricGfK, Croatia
All consumer panel analyses and recommendations to the clients rely on the quality of inputs from consumers included in the panel – panelists. Traditionally, these inputs were gathered from the panelists via manually filled diaries. Over time these instruments get longer as categories of products are more complicated to describe (traditional boundaries between categories are blurred). Moreover, researchers have to answer to requests for speed by the clients. A pen and paper method relies on a diary and post services and is typically posted...