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Consumer panels

Your business is all about your consumers, so understanding them is essential in ensuring your products and services meet their needs, and to identify opportunities for growth. 

Our international consumer panel research expertise provides you with smart customer insights into who your consumers are, their attitudes and behaviors, across all channels.

We use our consumer panel data to explore shopping behavior; where consumers go to find new products, how they research and compare products, how they use them and the factors that drive their decision making and path to purchase.

We identify key consumer trends and use customer segmentation to pinpoint ideal target audiences, identify market opportunities and help you develop actionable strategies for growth. This helps drive business performance and your bottom line.

 

KnowledgePanel® (North America)

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Latest insights

Here you can find the latest insights for Consumer panels. View all insights

    • 03/10/17
    • Financial Services
    • Health
    • Consumer Health
    • Optics and Acoustics
    • Media and Entertainment
    • Public Services
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Media Measurement
    • Brand and Customer Experience
    • Consumer Panels
    • Digital Market Intelligence
    • Social Media Intelligence Center
    • Market Opportunities and Innovation
    • Mystery Shopping
    • Promotion and Causal Retail
    • Point of Sales Tracking
    • Point of Sales Analytics
    • Shopper
    • Trends and Forecasting
    • User Experience (UX)
    • Canada
    • English

    Peter Feld joins GfK SE as new CEO

    The Supervisory Board of GfK SE has today appointed Peter Feld (51) as new Chief Executive Officer and Management Board member effective March 15, 2017.
    • 07/20/16
    • Consumer Panels
    • Trends and Forecasting
    • Consumer Life
    • Canada
    • English

    New GfK Data: US Consumers More Concerned about Safety, Security Than Canadian

    In just-released GfK research, almost four in ten (37%) US consumers report that they are “always concerned” about their safety and security -- 10 percentage points higher than the level for Canadians.
    • 02/05/16
    • Mergers and Acquisitions
    • Press
    • Consumer Panels
    • Digital Market Intelligence
    • Canada
    • English

    GfK drives its global digitalization through acquisition of digital panel specialist Netquest

    GfK has acquired Netquest, the leading access panel provider with strong presence in Spain, Portugal and Latin America.
    • 08/16/17
    • Health
    • Consumer Panels
    • Global
    • English

    Curating an answer to deeper consumer understanding through data

    This post was co-authored by Natasha Stevens and Michelle Morgan At a time when surveys seem to be under a kind of siege – viewed by some as backward and outdated – let me go out on a limb: Surveys have never been more important or relevant. Yes, behavioral data can tell us exactly what people do – no guessing or memory jogging required. But there are also restrictions; we may only know, for example, what people are doing within a single environment – online or in store. And while behavioral information can provide extremely rich consumer insight, it often cannot tell us why people do things: what they were hoping for, whether they were disappointed, and their feelings about the brands in their lives.

    The challenge for researchers

    Surveys can help us fill in all of these gaps; and yet we also know that consumers’ patience with long questionnaires – especially on smartphones – is shrinking. The challenge for smart researchers, then, is: How can we use surveys only when they will provide unique and indispensable information, but quit before our returns start to diminish? The answer is doubling down on a skill unfamiliar (and perhaps unsettling) to many researchers — data curation. Here we use different data sets, often from very diverse sources, to create the complete picture we need of consumers’ preferences and behavior. By linking two or more data sets through carefully developed criteria, we can focus our survey takers on giving us only the information we can obtain nowhere else.

    Data curation in action

    One recent example of data curation in action was inspired by the looming changes in US healthcare and insurance. Survey data capturing public opinion on US healthcare reform is abundant – much of it focused on the specifics of the policy itself, with respondents generally profiled according to their political affiliation. We wanted to develop a profile of survey respondents that went beyond party politics and looked more deeply at motivations and personal characteristics around health. Using KnowledgePanel®, the largest probability-based online panel in the US, supplemented with key health psychographic variables from MRI’s gold-standard Survey of the American Consumer®, we were able to develop a more nuanced picture of our survey takers. The MRI-KnowledgePanel® fusion allowed us to integrate health-related profile data for KnowledgePanel® members – such as body mass index (BMI), information about chronic physical and mental health conditions, and health insurance status – with 25 health psychographic variables from MRI. We found that those who disapprove of the Affordable Care Act are less likely to believe that generic drugs are as good as brand-name drugs. In addition, they are more likely to be the first to try advanced medication and more likely to agree that medication has improved their quality of life. Using the integrated databases, we were able to add a number of high-value characteristics to the mix without additional questions or fees; these included presence of chronic health conditions, medication compliance, body-mass index, and body image.

    Deeper insights from fused data

    By mastering data integration and curation, we can deepen our insights from any one source. In our healthcare example, the fused data allowed us to develop a richer and more robust profile of survey respondents than we could achieve with KnowledgePanel® data alone. With the right data resources and expertise, this new approach creates almost infinite possibilities for expanded insights. Natasha Stevens is Executive Vice President of Digital Experiences at GfK. Michelle Morgan is the Research Director of Data and Insights Integration. To share your thoughts please email natasha.stevens@gfk.com or michelle.morgan@gfk.com.  hbspt.cta.load(2405078, 'c8ef7288-c2e0-4cae-86a4-a0d3535430e8', {});
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