• Custom Research
  • Consumer Tracking
  • HealthCare
  • Automotive
  • Industrial Goods
  • Telecoms
  • Retail
  • Politics and Social
  • Consumer Goods
  • Financials
  • IT market
  • Durable goods
  • Qualitative research
  • Regular Research
• Retail &Technology
• Media

ConsumerScan (Household Consumer Panel)

Methodology

ConsumerScan is a quantitative, continuous marketing research based on measurement of households’ purchasing behaviour within monitored FMCG categories. The research covers most of FMCG categories.

Panel

ConsumerScan panel is based on continuous sample of households which is representative for Ukrainian population. Purchases made by panellists are continuously monitored over a long period of time according to unchanged research method. Panel size is 5000 households in 169 settlements.

Sample selection criteria

The nation-wide representative sample is selected according to geographic and demographic criteria based on State Statistical Committee information and own GfK Ukraine research data. Criterias such as region of the country, community size, household size and income make the sample representative for the population of all households in the country.

Data collection

Households’ purchases are registered in diaries filled by a housekeeping person (HH Diary). 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

The household panel covers all points of sale – both new retail chains Silpo, Furshet, ATB, Auchan, BILLA, Metro, COSMO, DC, etc. and wholesale markets/bazaars, kiosks, stalls, etc.

Information is regularly entered into the data base. The control program and other independent methods (network of independent controllers) minimize the probability of error. EAN code is used to verify the information about the product.

Data processing

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

The offer

ConsumerScan offers unique set of information (single source) that enables in-depth analysis of the market changes in the context of households’ purchasing behaviour. Depending on Client’s expectations, the data is presented in two forms:

• Standard reports (Brand & Market Tracking)
• Special analyses (Consumer Diagnostics)

CatManGuide tools constitute an integral part of ConsumerScan offer in the area of Category Management.

Further information can be found at www.gfkcs.com.