Baby Panel
Panel. Consumer Tracking panel is based on continuous sample of mothers representative for the population in the relevant country. Purchases made by panellists are continuously monitored over a long period of time according to unchanged research method. Panel size varies from country to country.
Sample selection criteria. The nation-wide representative sample is selected according to having a baby criterium based on Central Statistical Bureau information. Criteria such as region of the country, community size, age of mother make the sample representative for the population of all individuals in the country.
Data collection. Mothers’ purchases are registered in most countries by paper and pencil diaries. The information about purchases made by mothers within monitored categories with details about the product price, place of purchase and EAN code is recorded. In some countries EAN code is used to verify the information about the product.
Data processing. The collected data on weekly bases are received by GfK Consumer Tracking, where they are verified, encoded and transferred into database. The data is processed in Analyze-IT® system which allows for standardization of research method in almost all divisions of GfK Group.
The offer. Consumer Tracking offers unique set of information (single source) that enables in-depth analysis of market changes in the context of mothers’ purchasing behaviour. Depending on Client’s expectations the data is presented in the form of standard reports or special analyses (Consumer Diagnostics). Shopper tools constitute an integral part of Consumer Tracking offer in the area of Category Management.
Shared know-how and service quality. GfK ConsumerScan provides the Clients with fully standardized marketing information notwithstanding country of origin. The methodology and results fit the same, the highest standards of marketing research.
