Receipt hog vs fetch rewards1/23/2024 ![]() ![]() However, NCP’s methodology is still primarily rooted in technology from the 1980s and they still only have about 125,000 panelists. Prior to 2009, both companies ran their own panels but joined forces in an attempt to raise panel sizes and lower costs. National Consumer Panel: The Gold Standard?įor CPG companies, the “gold” standard in consumer longitudinal panels has always been the data from the National Consumer Panel (NCP), the joint venture created in 2009 between Nielsen and IRI. Thus, select metrics that allow you to understand changes in consumer behavior over time (aka longitudinal panel). Value consumer data (panel) over aggregate data (store, market).All data has compromises, no data is perfect.In my 25+ years in marketing research and analytics, I have always been taught the following: Paul can be reached at note: This post, originally published in 2018, was updated in 2020 to reflect industry changes and developments. ![]() When this post was originally published, Oxford Analytics was actively engaged with Fetch Rewards. Previously, Paul was the global CIO for dunnhumby and worked for IRI. Paul also serves as a board member of Market Research Institute International (MRII). In addition, he is the principal of Oxford Analytics consultancy. Paul is the Markley Visiting Professor at Miami University (Oxford, Ohio) where he teaches courses in marketing. We are delighted to share this guest post from panel data guru Paul Hunter. ![]()
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