UK: Offer enhancement with a 20% panel increase
Leading provider of continuous consumer panel data, Kantar Worldpanel, has announced the expansion of its UK panel to 30,000 households – facilitating an extension to its range of services and insights together with an improvement to the accuracy of its data.
Kantar Worldpanel, which continuously measures consumer purchasing and usage habits of a representative sample of households in the UK, will increase its panel size by 20% from 25,000 to 30,000 households, being fully in place by the end of 2011.
Specific improvements to services include the ability to bring together data collected on what people purchase with what people consume, currently sourced from separate samples. In addition, the measurement of panel members’ internet activity will be better facilitated along with the capacity of the LINKQ service which will increase to allow clearer understanding of why people behave as they do, to better meet client demand.
Tim Kidd, Managing Director, Kantar Worldpanel UK & Ireland explains: “The benefits of this expansion are that it will enable us to expand and update our range of services, and at the same time significantly improve the accuracy of our data. Our ability to comprehensively explore what consumers and shoppers do and why they do it will be enhanced – allowing our clients to make sound business decisions based on genuine, accurate and timely research.”
The announcement was made at the company’s annual client conference on 25 November 2010. The data arising from the panel provides comprehensive panel viewpoints that build a complete picture of consumer behaviour in the UK, along with demographic and regional data it provides valuable insights, as well as market and trade trends which help businesses to shape future commercial strategy.