RETAIL AUDIT

CONSUMER PANEL

RESEARCH PURPOSE

REPORT CONTENTS

MARKET RESEARCH–THE BACKBONE FACTS

RETAIL AUDIT & CONSUMER PANEL

VĂN THIÊN QUỐC HÙNG

Method of measuring the volume of

business transacted through all outlets,

by counting physical units in stores and

combining that with a knowledge of the

number ordered and stock levels

RETAIL AUDIT Definition

The most decent agency: Nielsen

(FMCG), GFK (Hi-tech industry)…

RETAIL AUDIT Pros vs Cons

• Highly precision• Timeliness

• Reduced bias (measure product/brand movement atPOS)

• Sale/competitive activities are also reported

• Data is timely and readily available

• Informative• Product/brand sales in relation to competition

• Effectiveness of shelf space and POP displays

• Sales at various price points and levels

• Effectiveness of in-store promotion and POS coupons

• Direct sales by store type/production location/territoryand region

• Information collected fromthe past

• Data sources as secondaryresearch

• Helpless for marketers tounderstand the causes andsupport decisions/solutions

Advantages Disadvantages

Method of determining

what consumers buy

through specific group of

representative households,

who have agreed to

provide pre-designated

information at regular

specified intervals over an

extended period of time.

CONSUMER PANEL Definition

The most decent agency:

Kantar WorldPanel, TNS

WorldPanel, Epinion

(Online)

Capacity to reflect the trueextent of change over time• Can gather a large amount

of information

• Information is normally moreaccurate

• Costs are relatively lowcompared with survey andcan be spread over…

Lack of representativeness, due to:

• Unrepresentative sampling• Having the same panel members for a long time

• Members may want to maximize reward

• Certain less methodic individual may not be included inthe panel

• The sample may not truly reflect the sample population

• Mortality (20% a year)

• Response bias (tendency to misreport data)• New member inclusion (over-report consumption) –

should be controlled on a trial period

• Some panel members may see themselves as “right”

• Boredom/fatigue/incomplete entries…

CONSUMER PANEL Pros vs Cons

Advantages Disadvantages

• Mostly tracking volume, value ofmarket share, purchasing powers,brand performances…

• Market (category and brand)understanding

• Mostly tracking purchasingbehaviors, consumption habits,media performances, life-styleactivities…

• Consumer understanding

RESEARCH PURPOSE

Retail audit Consumer panel

It depends on research objective to choose either audit or panel, yet

both are used for monitoring brand shares

RESEARCH PURPOSE

(Population covered)

Household/ Individual

within studied

universe

(Population NOT

covered)

Hospital, military,

catering, tourists…

(Channel covered)

Hyper, Super, CVS,

Pharmacy, Trad. Store,

P/C Store

Both coveredONLY covered by

Retail Audit

(Channel NOT

covered)

PX, Dept. Store, Wet

Market, Direct Sale,

TV & Internet

Shopping

ONLY covered by

Consumer PanelX

Retail

audit

Consumer

panel

Reference

REPORT CONTENTS

1

2

3

4

5

Back ground & objective

Research design & method

Key findings

Conclusions & recommendation

Appendix

TH

AN

K Y

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