Developing new panel services for retailers
Allan Breese,Taylor Nelson AGB Ltd, United Kingdom
INTRODUCTION
This paper examines the range of consumer panel information services that are now available to meet the ever increasing requirements of retailers, and three new services designed to meet these needs will be discussed in more detail.
However, before looking at these, the essential information needed from the panel members is described (that is the requirement over and above the standard panel demographics and data capture of retailer and product information). In addition the further information required on the retailer and his stores to drive...