Panel boost



  • Year 2003: the sample number increase starts
    GfK Panel Services Italia, the leading company in the italian consumer panel market, announces a sample increase for its Consumer panel from 5.000 households in year 2003 to  8.000 households for the end of year 2005.

  • Key benefits of the sample increase
    - over 30% more SKUs can be identified
    - earlier evaluation of new product launches
    - more insight on named key accounts and their shoppers
    > new analyses (mainly on promotions)
    > new measures
    > new breakdowns,
    - more insight on targeted consumers.

  • Additional benefits linked to the process
    - new and cost effective data capturing technology
    - international standard data capturing tools, keyed up for the move towards CPO (Consumer Panel On-line)
    - new and cost effective production platform (aTRACKtive)
    - increased sample distribution in the field

  • Sampling areas
    - increased from 400 to 700 councils, visited by 200 Collectors, to guarantee high distribution.

  • Selection of councils
    - randomly by region and size using PPS techniques, balanced by distribution density and main Key Account coverage.

  • Household recruitment
    - based on Collectors using random selected addresses from Directories. Quotas assigned for Household Size and Age of Housewife.

  • Why still use Collectors ?
COLLECTORS' ACTIVITY
ADVANTAGES
Regular fortnightly visit to panel Members
  • Maintenance of household collaboration
  • Reduce drop out rate
  • Fast update of info on household
Specialization in data collection procedures
  • Better quality store format identification and basket data
  • Solution to technical or operational problems in the household
Range of action limited to a small number of councils (sampling points)
  • Fast and cost effective replacement of drop out household