The case for more panel beating

Argues that only a fraction of the potential information from consumer panels is ever utilised; by looking more closely at the information they already have, panel users would save time, money and gain access to more reliable data.

The case for more panel beating

By looking more closely at information they already have, panel users could save time, money and gain access to more reliable data. By Stephan Buck, Taylor Nelson AGB

Stephan Buck

There are many different forms of market research, each with its advocates and detractors. Having practised consumer panel research for many years, I make no secret of being a supporter of the technique. There is no need to defend panel methodology here – there is much technical literature which does that very adequately. Of course, panels run by the inexperienced and incompetent usually produce...

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