Employ census and panel-based programs to better understand consumers in the recession post COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 27, 2020, 12:04 PM UTC

Panels can effectively interpret big data.

In a webinar held by the Interactive Advertising Bureau (IAB), Nielsen’s CEO David Kenny recommended brands to leverage census and panel-based programs. When combined, these programs “offer a rich blend of information”.

To understand consumer behaviour post-COVID-19, brands must update their research methodologies. Measurement techniques that depend on brand owned tech may not be enough on their own. Kenny states the existing measurement models which rely on past behaviour, may not apply to the new environment.

Quickly changing patterns make existing measurement models unreliable. This article attributes the importance of panels in the research industry. Kenny further adds that, “We need big data to actually get to scale, but panels need to interpret that big data.”

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