Consumer Panels

In the consumer panels of ConsumerScan, data is collected on the consumption habits of currently 30,000 households and 35,000 individuals in Germany. The participating households/individual persons regularly record their daily purchases using the Electronic Diary, an EAN handheld scanner, or by ScanIT or ScanEasy(Scanning+Internet). Information on products without EAN codes are entered using a code book. And finally, special samples report online using GfK’s own survey/diary software (e.g.
GfK TrinkTrends).

With GfK ConsumerScan, data on fast moving consumer goods (FMCG) are recorded. FMCG are goods that are required on a daily basis such as food items, for example, but also laundry detergent, cleaning agents, cleansers, etc. At present, information on more than 300 product categories is available.

GfK ConsumerScan comprises not only the tracking of purchases but, beyond that, sociodemographic characteristics and attitudes as well.

GfK consumer panels are particularly distinguished by the following criteria:

• extensive samples
  (enabling the analysis of even small categories/single accounts) 
  
  
• reliable cooperation of the panel participants
  (high return quota, low attrition rate over time)
  
  
• samples are highly representative with regard to the universes .

The samples thus permit statistically safeguarded results pertaining to central issues such as:

• first and repeat purchase rates
  
• category trends
• brand loyalty and brand switching
• buyer switching 
• chances for success of product launches
• success of marketing activities (advertising campaigns ...)
• market model calculations, forecasts, simulation and much more .

Depending on what is needed, the following panels are available

please click on picture

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