TNS Worldpanel
Introduction
May 2009
Danny Chen
What is a Consumer Panel?
– basic ingredients
We take a population of people / households
© Worldpanel™, TNS 2009
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What is a Consumer Panel?
– basic ingredients
We take a population of people / households
We then take a representative sample
..and record their purchasing behavior on a weekly basis.
© Worldpanel™, TNS 2009
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How do we do this?
Weekly data collection
diaries or scanning
Incentives
points collection
Fieldworkers
recruiting new panelists/training
Quality control
monitoring data accuracy
Production teams
weighting, database creation
Client Service
making the data insightful
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5
The data:
 What
bought?
Brand, variant
 Where?
Retailer
 When?
4 –weekly cycle
 How
much?
Pack size, number of packs
 By
who?
Demographic/regional profile
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How do we fit in with the rest of your
information suppliers?
What are my sales?
What is happening in the market?
Retail audit
Brand shares and sales
Competitor performance
Shipment data
Customised
research
Consumer
panel
What do my consumers think?
Attitudes, opinions, intents..
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Who is causing change?
How important are my consumers?
Who are my core buyers?
Who is myP.target
group?
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TNS Worldpanel
Positioning of Panel Vs. Retail Audit
Volume
Channel
Value
Segment
Price
Share
Stores
Shoppers
• Buyer Base
• Distribution
• Frequency & Basket Size
• Sales Rate
• Source of business
• Out of stock
• Consumer diagnostics: Profile,
Switching, Repurchase...
• Named Key Account
TM
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Worldpanel
Worldpanel™,
TNS 2009
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TNS Worldpanel
Positioning of Panel Vs. Retail Audit
Consumer
Panel
Retail Audit
(Channel covered)
Hyper, Super, CVS,
Pharmacy, Trad.
Store, P/C Store
(Channel NOT
covered)
PX, Dept. Store,
Wet Market, Direct
Sale, TV & Internet
Shopping
(Population covered)
Household/ Individual within
studied universe
(Population NOT covered)
Hospital, military, catering,
tourists…
Both covered
ONLY covered by
Retail Audit
ONLY covered by
Consumer Panel
© Worldpanel™, TNS 2009
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Worldpanel TW
Variety of Panels Vs. P&G product portfolio
Late 1997
Worldpanel
2000
WP Baby
2001
WP Beauty
Based on Household Based on Household
with Baby <3yr old






Shampoo
Conditioner
Femcare
Oral Care
PCC
Detergent


Diaper
Wet Tissue
2008
WP Pet
2006
WP Beverage
Based on individual Based on Household Based on Household
Female age 15-55 & individual age 20-44 with Pet Dog/Cat




Skincare
Makeup
Styling/Colorant
*Categories currently not purchased by P&G TW
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Pet Food
Worldpanel Taiwan
Worldpanel (WP)
Worldpanel Baby
Universe
All TW Households
Baby age<3
Lady age 15~55
Size
2,500
900
3,000
4,800
700
Collection
Diary
Diary
Diary
Diary + Online
Online
Sampling /
Worldpanel Beauty Worldpanel Beverage Worldpanel Male
Individuals age 15-55 Male age 15~45

Region

Region

Region

Region

Region

Habitat Size

Baby Age

Habitat

Age

Habitat

Family Stage

HH Income

Age

Habitat

Age

HH Income

Baby Gender

HH Income

Gender

HH with Child

Work Status
Weighting
Criteria
FMCG

(Superwomen for
Cosmetics)
Baby Milk, Baby
Foods
Personal Care
Beverage
Toiletries & Cosmetics Dairy drinks
Categories
Baby Diaper, Wet
Wipes
Covered
Men’s Care
Grooming
Underwear
Baby Toiletries
Year Launch
Y1997
Y2000
© Worldpanel™, TNS 2009
Y2001
Y2006
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Y2008
TNS Worldpanel Household
Sampling Structure
Region
Greater Taipei
24.9
North
20.8
Central
22.9
South
28.7
East
2.7
Habitat Size
Great Area
32.4
> 2000,000
20.6
50,000~200,000
26.9
<50,000
20.1
With Kids <14
With Kids <14
45.1
Without Kids <14
54.9
Source:
Government
Data, and TNS Census
Household
Income
<40,000
21.2
40,000~80,000
46.3
>80,000
32.5
Family Lifestage
Young Single/Couple
Yong Family
Mixed Family
Older Family
Older Single/Couple
Adult Household
Household Size
Income
People
1+2
<40,000
People
3
40,001-60,000
People
4
60,001-80,000
People
5+
80,001-100,000
>100,001
TM
©©2009
Worldpanel
Worldpanel™,
TNS 2009
1.5
20.5
12.2
26.6
11.6
27.5
17.8
19.4
17.6
23.8
28.5
24.7
36.1
12.6
19.5
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Photography by Taipei Walker
TNS Worldpanel Household
Main Characteristics
For P&G Hair Care & Feminine Care Categories

Household Panel (Measuring Home Consumption)

Sample size 2500 (Taiwanese households universe representative)

Criteria: Region, Habitat Size, Household Income and Family Life-stage)

Data collection: Weekly via Diary

Around 100 FMCG categories

More than 8 years of full service after pilot & set up
TM
©©2009
Worldpanel
Worldpanel™,
TNS 2009
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Thank you
CONTACT
Danny: danny.chen@tns-global.com
© Worldpanel™, TNS 2009
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