While the phenomenon of impulse buying has been the subject of many previous market research studies, the effectiveness of these studies has been limited by the ability of the methodologies to a) measure purchase patterns with the requisite degree of accuracy, and b) the degree to which purchase details can be linked to specific time and location data.

Taking the Pulse on Impulse

Dwight WatsonConsumer Panels Asia Pacific, ACNielsen, Hong Kong SAR

PREFACE

A core issue for market research professionals has been the need to provide accurate consumption and purchase pattern data for fragmented categories. This level of information is critical both to provide clients with core management indicators and al

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