New York, NY
-- Market research firm Ipsos-Insight has announced a new consumer panel tracking tool in the U.S. called the On-the-Go Purchase Panel
. The panel captures unplanned and incidental purchases across alternate sales channels for beverage, snack, gum, nutritional/snack/sport bar and candy manufacturers. The new service is the first panel to exclusively track small purchase occasions made in outlets like convenience stores, gas stations, vending machines, dollar stores and video outlets, and is unique to Ipsos-Insight.
Over the last few years, there has been an explosion in the eat-on-the-run consumer products, as evidence by their presence in virtually all outlets. Whereas once sales could be tracked and analyzed by understanding grocery, drug, and mass merchandising channels, today things have changed; now diverse outlets often account for a significant proportion of total brand sales.
"Data that gives precedence to traditional channels like grocery stores can miss a manufacturer's most important consumer," said Dana Leo, Vice President of Ipsos-Insight. "Small packages sold through numerous channels represent a substantial portion of sales for many brands. And because these purchasers are typically very different from those who buy larger sizes in bigger outlets, many manufacturers don't know who is buying what and where. The opportunities they are missing could be the key to sustained brand growth."
"The focus of most panels is the primary household shopper, who tends to make large shopping trips and buy larger packages (like a case of soft drinks, or family-sized packages of snacks). Thus these panels do not cover incidental purchase very well. The impulse/incidental buyer is more likely to make the trial purchase of a new product and they are less price sensitive, often paying more for a single can or smaller pack. These buyers also make very different brand choices; demonstrating more variety-seeking than they do when purchasing in a grocery store," said Karl Shafer-Junger, Business Development for Ipsos-Insight, "Before the On-the-Go Purchase Panel
, these buyers and purchase occasions were being missed."
The panel helps manufacturers and product marketers learn how important these brand buyers are to the total franchise. The On-the-Go Purchase Panel
provides practical information much the same way retailer or region specific data drives tactical decisions for sales and marketing. By identifying these buyers, marketing can focus on emerging opportunities and identify new trends--identifying purchases occasions that are leading indicators of success or failure.
The On-the-Go Purchase Panel
tracks the purchases of beverages, snacks, nutritional/snack bars, candy and gum sold in smaller packs through dozens of outlets. Reporting details from the panel are robust: data includes outlet names and types, date of purchase, product type, brand, weight and size, price paid, and where the product was consumed. Ipsos captures purchase data through monthly paper diary reporting from a continuous consumer panel of 5,000 individuals--adults and children over ten years of age--representative of the US population. The On-the-Go Purchase Panel
is offered on a syndicated basis.
For more information, please contact:
Ipsos-Insight Business Development
Ipsos-Insight is a member of the Ipsos Group, a leading global survey-based market research company. As the company's flagship marketing research division in the U.S., Ipsos-Insight provides custom and tracking research to domestic clients as well as U.S.-based multinationals. Ipsos-Insight specializes in research for the Consumer Products, Technology & Communications, Financial Services, and Health industries, to name a few. It also acts as the portal to other Ipsos specializations including advertising research, forecasting, modeling, global research, public opinion research, and customer loyalty research. Let Ipsos-Insight client service representatives help you access more than 4,000 Ipsos research professionals and field staff located coast-to-coast, and around the world.
To learn more, visit: www.ipsos-insight.com
Ipsos is a leading global survey-based market research group, with revenues of 538.5 million euros in 2002. It offers a full suite of research services, guided by industry experts and bolstered by advanced analytics and methodologies in advertising, marketing, public opinion and customer loyalty research, as well as forecasting and modeling. Member companies also offer a full line of custom, syndicated, omnibus, panel, and online research products and services.
To learn more, visit: www.ipsos.com
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