Anyone working in FMCG on the manufacturer or retailer side over the past 20 years is likely very familiar with panel data. It’s always there when you need it, and something you can count on it to provide solid advice.
However, like any long-term relationship, familiarity can breed frustration. It can be challenging to wait for the sample size needed to inform new product launches or deal with restrictions when looking at granular metrics across short time periods or specific demographic splits.
Find out how one major IRI client was able to use panel with shopper loyalty data to find out which customer segments were actually driving sales – and avoid wasting marketing dollars on shoppers who don’t (and probably won’t) buy the product.
Read the full story here.