Turning the super tanker - the migration from a postal to online methodology

This article describes how GfK’s ConsumerScope panel was shifted from a postal to an online methodology, starting in 2005.

Turning the super tanker – the migration from a postal to online methodology

Mark Van Walwyk and Catherine GarlandGfK Research Panels, United Kingdom


The Home Audit panel was originally set up in 1963 to track household purchases of non-FMCG goods via postal questionnaires. Recently rebranded ConsumerScope, the panel now monitors over 50 different product areas, ranging from consumer electronics and telecoms to bicycles and health, and thus must be both reliable and flexible. There are now over 20,000 household panellists actively taking part on a regular basis.

Over the 40 years of the panel, data collection...

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