METHODOLOGY

ConsumerScan is a quantitative, continuous marketing research based on measurement of households’ purchasing behaviour within monitored FMCG categories. ConsumerScan records and analyses purchases made by the households co-operating with GfK ConsumerScan. The research covers most of FMCG categories.

Panel. ConsumerScan panel is based on continuous sample of households 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 geographic and demographic criteria based on Central Statistical Bureau information. Criteria such as region of the country, community size, household size, age of housekeeper make the sample representative for the population of all households in the country.

Data collection. Households’ purchases are registered in diaries filled by housekeeping person. Self-completion diaries include information about all purchases made by all household members within monitored FMCG categories with details about the product (brand/manufacturer, type/variant, price, relevant product features), place of purchase, promotion. In some countries EAN code is used to verify the information about the product

Data processing. The completed diaries are collected on a weekly/biweekly by GfK ConsumerScan, where they are verified, encoded and transferred into database. The data is processed in aTRACKtive® system which allows for standardization of research method in almost all divisions of GfK Group.

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.