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TNS Worldpanel
Introduction May 2009
Danny Chen
© Worldpanel™, TNS 2009 P. 3
What is a Consumer Panel? – basic ingredients
We take a population of people / households
© Worldpanel™, TNS 2009 P. 4
We take a population of people / households
We then take a representative sample
..and record their purchasing behavior on a weekly basis.
What is a Consumer Panel? – basic ingredients
© Worldpanel™, TNS 2009 P. 5
Fieldworkers
Weekly data collection
Incentives points collection
diaries or scanning
recruiting new panelists/training
Client Service
Quality control
Production teams weighting, database creation
monitoring data accuracy
making the data insightful
5
How do we do this?
© Worldpanel™, TNS 2009 P. 6
The data:
What bought?
Where?
When?
How much?
By who?
Brand, variant
Retailer
4 –weekly cycle
Pack size, number of packs
Demographic/regional profile
© Worldpanel™, TNS 2009 P. 7
How do we fit in with the rest of your information suppliers?
Retail audit
What is happening in the market?Brand shares and salesCompetitor performance
Customisedresearch
What do my consumers think?Attitudes, opinions, intents..
Consumer panel
Who is causing change?How important are my consumers?Who are my core buyers?Who is my target group?
Shipment data
What are my sales?
© Worldpanel™, TNS 2009 P. 8
Volume
Value
Price
Channel
Segment
Share
• Buyer Base
• Frequency & Basket Size • Source of business
• Consumer diagnostics: Profile, Switching, Repurchase...
• Named Key Account
• Distribution
• Sales Rate
• Out of stock
Shoppers Stores
TNS Worldpanel Positioning of Panel Vs. Retail Audit
© 2007 WorldpanelTM Slide 8
© Worldpanel™, TNS 2009 P. 9
(Population covered)Household/ Individual within studied universe
(Population NOT covered)Hospital, military, catering, tourists…
(Channel NOT covered)PX, Dept. Store, Wet Market, Direct Sale, TV & Internet Shopping
Both covered
ONLY covered by Consumer Panel
ONLY covered by Retail Audit
Consumer Panel
Retail Audit
(Channel covered)Hyper, Super, CVS, Pharmacy, Trad. Store, P/C Store
TNS Worldpanel Positioning of Panel Vs. Retail Audit
© Worldpanel™, TNS 2009 P. 10
2006WP Beverage
Based on Household& individual age 20-44
Late 1997Worldpanel
Based on Household
Shampoo Conditioner Femcare Oral Care PCC Detergent
2000WP Baby
Based on Household with Baby <3yr old
Diaper Wet Tissue
2001WP Beauty
Based on individual Female age 15-55
*Categories currently not purchased by P&G TW
2008WP Pet
Based on Household with Pet Dog/Cat
Worldpanel TWVariety of Panels Vs. P&G product portfolio
Skincare Makeup Styling/Colorant
Pet Food
© Worldpanel™, TNS 2009 P. 11
Worldpanel (WP) Worldpanel Baby Worldpanel Beauty Worldpanel Beverage Worldpanel Male
Universe All TW Households Baby age<3 Lady age 15~55 Individuals age 15-55 Male age 15~45
Size 2,500 900 3,000 4,800 700
Collection Diary Diary Diary Diary + Online Online
Sampling /
Weighting
Criteria
Region
Habitat Size
Family Stage
HH Income
HH with Child
Work Status
Region
Baby Age
HH Income
Baby Gender
Region
Habitat
Age
HH Income
(Superwomen for Cosmetics)
Region
Age
Habitat
Gender
Region
Habitat
Age
Categories
Covered
FMCG Baby Milk, Baby Foods
Baby Diaper, Wet Wipes
Baby Toiletries
Personal Care
Toiletries & Cosmetics
Underwear
Beverage
Dairy drinks
Men’s Care
Grooming
Year Launch Y1997 Y2000 Y2001 Y2006 Y2008
Worldpanel Taiwan
© Worldpanel™, TNS 2009 P. 12
TNS Worldpanel Household Sampling Structure
Family LifestageYoung Single/Couple 1.5Yong Family 20.5Mixed Family 12.2Older Family 26.6Older Single/Couple 11.6Adult Household 27.5Household Size1+2 People 17.83 People 17.64 People 28.55+ People 36.1
<40,000 19.440,001-60,000 23.860,001-80,000 24.780,001-100,000 12.6>100,001 19.5
Household Income
RegionGreater Taipei 24.9North 20.8Central 22.9South 28.7East 2.7Habitat SizeGreat Area 32.4> 2000,000 20.650,000~200,000 26.9<50,000 20.1With Kids <14
Source: Government Data, and TNS Census
Photography by Taipei Walker© 2009 WorldpanelTM Slide 12
© Worldpanel™, TNS 2009 P. 14
TNS Worldpanel HouseholdMain Characteristics
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
© 2009 WorldpanelTM Slide 14
For P&G Hair Care & Feminine Care Categories
