Browse Definitions :
Definition

consumer panel

Contributor(s): Matthew Haughn

A consumer panel is a group of individuals selected by a business or organization to provide input and opinion on products and services for research on consumer behavior. Panel members are chosen to be representative of the general population or a target group.

Consumer panels are used to test public opinion in a controlled method for advertisements, products and services. Researchers can guide the focus of the panel and ask the specific questions they want to be answered. Consumer panels allow companies to test products for response with less risk than a full product launch, which requires the investment of considerably more resources. Information gathered may indicate necessary changes to make before a product is released to the wider market. Consumer panels may be used for test marketing, which is a tool used by companies to gauge probable market success or the effectiveness of a marketing campaign.

Research companies and marketing agencies often form consumer panels for independent research or on behalf of their clients, the producers. Individuals on consumer test panels may be chosen for a variety of reasons depending on the particular product. Companies may want to target a specific demographic for detailed insight on purchasing behavior or select a balanced demographic makeup to ensure that more consumers are represented. Specialists may sit on several consumer panels for numerous companies through their agency.

Purchasing behavior is often tracked through the use of consumer panels. For example, Nielsen, a global consumer research agency, tracks this information from 250,000 household consumer panels in 25 different countries. To test purchasing behavior, Neilson gathers data directly from products scanned at checkout in stores. The scanned data is sent directly to Neilson for analysis, providing an unobtrusive means to gather information about shopping behavior.

Unlike focus groups, consumer panels are usually ongoing and can be reconvened quickly for input. This continuous nature allows opinions to be tracked and updated through various changes and efforts by a company. Depending on the product and market environment, a company may decide on either a panel or a focus group.

This was last updated in July 2017

Continue Reading About consumer panel

Join the conversation

1 comment

Send me notifications when other members comment.

Please create a username to comment.

how can I become a member of your panel ? 

Cancel

-ADS BY GOOGLE

File Extensions and File Formats

Powered by:

SearchCompliance

  • risk management

    Risk management is the process of identifying, assessing and controlling threats to an organization's capital and earnings.

  • compliance as a service (CaaS)

    Compliance as a Service (CaaS) is a cloud service service level agreement (SLA) that specified how a managed service provider (...

  • data protection impact assessment (DPIA)

    A data protection impact assessment (DPIA) is a process designed to help organizations determine how data processing systems, ...

SearchSecurity

  • cybersecurity insurance (cybersecurity liability insurance)

    Cybersecurity insurance, also called cyber liability insurance or cyber insurance, is a contract that an entity can purchase to ...

  • phishing

    Phishing is a form of fraud in which an attacker masquerades as a reputable entity or person in email or other communication ...

  • cybercrime

    Cybercrime is any criminal activity that involves a computer, networked device or a network.

SearchHealthIT

SearchDisasterRecovery

  • business continuity plan (BCP)

    A business continuity plan (BCP) is a document that consists of the critical information an organization needs to continue ...

  • disaster recovery team

    A disaster recovery team is a group of individuals focused on planning, implementing, maintaining, auditing and testing an ...

  • cloud insurance

    Cloud insurance is any type of financial or data protection obtained by a cloud service provider. 

SearchStorage

  • NVMe over Fabrics (NVMe-oF)

    NVMe over Fabrics, also known as NVMe-oF and non-volatile memory express over fabrics, is a protocol specification designed to ...

  • logical unit number (LUN)

    A logical unit number (LUN) is a unique identifier for designating an individual or collection of physical or virtual storage ...

  • CIFS (Common Internet File System)

    CIFS (Common Internet File System) is a protocol that gained popularity around the year 2000, as vendors worked to establish an ...

Close