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Argentina expands its consumer panel



The new panel will be expanded up to 5,200 households.

The new panel will be expanded up to 5,200 households.

Kantar Worldpanel will strengthen its consumer panel in Argentina to provide clients with greater insights into Argentinian shoppers’ behaviour.

The new panel will be expanded up to 5,200 households, a 50% increase on the current panel, and will introduce advanced technologies to collect data faster and with greater level of detail through shoppers’ smartphones. With these new features, the new panel will provide more robust measurement and in-depth understanding of shoppers’ behaviour, and Argentina’s retail environment. The panel will bring new insight on smaller brands and products, as well as a more detailed understanding of the differences in shopping patterns across all regions and household demographics. Clients will also receive information in a shorter timeframe, allowing them to have early visibility of new launches performance and make the right decisions to ensure innovation success. The expansion will be effective on January 2017.

Juan Manuel Primbas, Kantar Worldpanel Director in Argentina, says: “The panel expansion in Argentina is Kantar Worldpanel’s most important project in Latin America for 2017. It demonstrates the importance of the Argentinian market for brands and retailers that operate there. Strengthening our panel in Argentina will allow us to better support our clients’ decision-making through more in-depth analysis and more effective recommendations”.

The consumer panel enhancement in Argentina is part of Kantar Worldpanel’s on-going innovation strategy that includes panel enhancements, such as the recent enhancement in Brazil, the launch of purchase panels in new countries such as in Egypt, and the roll-out of new specialist panels for Out of Home and Usage Food & Drink globally.

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Juan Manuel Primbas

Managing Director Cono Sur


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