This is one of the most difficult audiences to reach and understand
Pittsburgh, PA (Vocus) November 18, 2010
based Management Science Associates, Inc. (MSA) and Port Washington, NY based Paradigm Sample™ have launched Convenience Consumer Insights Panel (cci Panel). The cci Panel employs cutting-edge Smartphone technology in breakthrough applications, as a means to both recruit C-store shoppers as panel participants and link them to web-enabled questionnaires for recording their purchases and insights over time. The majority of C-store shoppers fall within the desirable, but elusive and less understood, 18-34 demographic. Historically, this age group has been unreceptive to the more time-intensive traditional diary panels to track their shopping habits. The mobile panel connects with and engages these younger shoppers at the outset and communicates with a technology they already use regularly and enjoy.
The cci Panel marries Paradigm Sample’s thought leadership and innovation in market research data collection with the demand-chain shipments data MSA manages for leading CPG manufacturers, as well as with MSA’s world-class panel analytics. The channel data will give MSA clients a leg up in identifying optimal stores for respondent targeting and in tying geographic differences in behavior and attitude to volumetric impacts.
Independent of sales performance data, MSA will bring to the panel targeted analyses regarding, among other topics:
- in-store experiences
- advertising awareness
- trial and repeat likelihoods
- brand switching rationale
- product and/or retailer satisfaction
- verification of product/displays in stores
“The Convenience Consumer Insights mobile panel is the newest technique to gather the consumer information that marketers and product developers need to drive their strategic planning and decision making for convenience and other immediate consumption channels,” said Suzy Silliman, Managing Director of MSA’s Information Management Solutions Division. “For 15 years, MSA’s Reseller Information System™, our business-performance measurement service, has supported critical business processes and satisfied information needs for manufacturers, distributors and retailers operating in these channels. Now, the cci Panel will enhance our understanding of the C-store consumer.”
“As the industry continues to focus on efficient assortment aligned to consumer needs, it is essential to better understand C-store consumers. Only then can manufacturers develop programs tied to consumer needs so the industry can achieve maximum efficiency and growth,” Silliman continued.
Paradigm Sample is driving the development of mobile panels for connecting with consumers, specifically 18-34-year-olds. “This is one of the most difficult audiences to reach and understand,” noted Sima Vasa, CEO of Paradigm Sample. “The new cci Panel provides critical insight into the changing consumer within the C-store environment. Because we reach consumers with a technology they like, it drives higher completion rates and a very responsive panel. Our panel approach, combined with MSA’s panel analytical applications, will provide world-class solutions for consumer packaged goods’ marketers.”
For more information on the custom or syndicated offerings of cci Panel, contact cpgpanel(at)msa(dot)com or cpgpanel(at)paradigmsample(dot)com.
Management Science Associates, Inc. is a diversified information management company based in Pittsburgh, PA. For four decades the company has given market leaders a competitive edge in data management, advanced analytics and technology. MSA’s research focus and innovative solutions transform industrial and institutional practices, putting clients’ data to work in powerful new ways. MSA works with 13 of the top 15 consumer packaged goods manufacturers and suppliers to the convenience channel across the tobacco, beverage, beer and non-alcohol, and candy and snacks categories. With 850 employees, MSA provides solutions for over 300 clients. Headquartered in Pittsburgh, MSA also has offices in New York, Atlanta, Las Vegas, High Point, Cardiff, Shanghai, and Kuala Lumpur. Visit http://www.MSA.com .
About Reseller Information System™
Management Science Associates' Reseller Information System (RIS™) is a business- performance measurement solution for trade compensation and retail execution. It allows clients to implement pay-for-performance programs and manage compliance at the census-store level across all classes of trade, enabling incremental sales, optimized customer relationships and true category management.
About Paradigm Sample™
Paradigm Sample™, an innovative global sample company based in Port Washington, NY, uses a consultative approach with clients to meet their end-to-end sample needs. They specialize in hard-to-reach audiences and are experienced in online and mobile panels. They represent an exclusive panel (North America, Europe and Asia), and provide even broader access through a global network of over 260 sample partners. They are driving mobile panel development and data collection innovation with MobilePulse™, their real- time data collection capability. Paradigm Sample has sustained double-digit quarter- over-quarter growth since its inception in early 2009.
With MobilePulse™, Paradigm Sample is able to quickly and accurately gain insight into the attitudes and behaviors of consumers and professionals for particular topic areas – by polling their own mobile panel or individuals before or after a flight segment, an event or a retail visit. MobilePulse is a great complement to the in-depth research provided by Paradigm Sample’s full-service market research partners.