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Image : https://cercle-solvay.be/wp-content/uploads/2018/08/etude-march%C3%A9-en-ligne.jpg
Panels
Anne-Marie Willi-Bueno
Anne-Marie Willi-Bueno amwillibueno.ext@iscparis.com
- Business school
- + 12 years of marketing experience
- Small companies as well as big groups
- Cosmetics / Healthcare
Who am I?
Framework
Share opinions
active learning
Questions Share experience
Feedback
Positive as well as improvements
CONFIDENTIALITY
Respect
Goodwill & humble attitude
- 50% group work: Demak'Up case study - presentation to be posted on Moodle on Jan 31
- 50% individual exam on Jan 31
Evaluation - MsC Mktg Responsable & Com
- 50% group work: Demak'Up case study - oral presentation and report to be posted on Moodle on May 15
- 50% individual exam on May 14
Evaluation - M2 Mktg & Com Digitale
Agenda - MsC Mktg Responsable & Com
Agenda - M2 Mktg & Com Digitale
Appendix
Chapters
Market Research overview
Sample: recruitment and methodologies
Distribution Panel
Consumer panel
Distributor and Consumer panels: major actors
Market Research Categories
Definitions
Market Research overview
Chapter
Definitions
Marketing Definition
" Understand the consumer and its environment in order to propose an attractive offer "
Market Research Definition
" Understand the consumer and its environment in order to propose an attractive offer "
Market Research - Applications
- Understand the sales and the market share evolution
- Understand the user consumption and work on leveraging the sales
- Price definition
- Launch a new service / product / brand
- Launch a new packaging design
- Ensure the effectiveness of your media plan
- Geographical expansion
- Optimize your customer journey
- Optimize your customer experience through your website
- .......
Panel Definition
" Permanent sample of the population, interviewed regularly as part of a market study"
Market Research Categories
How is collected data?
At each checkout, data is collected by the cashier
Source : https://www.buvetteetudiants.com/cours/156/introduction-aux-panels-marketing
A panel is a quasi-permanent, representative and durable sample of distributors. This market research method consists of questioning the same sample at regular intervals about their sales results.
Distributor panels
Step 2
How is collected data?
Volunteers scan their purchases using a scanner
Source : https://www.buvetteetudiants.com/cours/156/introduction-aux-panels-marketing
A panel is a quasi-permanent, representative and durable sample of households. This market research method consists of questioning the same sample at regular intervals about their purchasing behavior.
Consumer panels
Step 2
Sources : https://aurelie.typepad.com/blognote/files/etudes_quantitatives.doc https://www.definitions-marketing.com/definition/Enquete-omnibus/
Barometer
The structure of the sample is always the same but they are not always the same people. A general evolution follows. Method used to measure satisfaction in politics to measure the popularity rating, or in major social trends: health, food, transport, energy, etc.
Study carried out to understand the behaviors, needs, attitudes, feelings and motivations of a restricted group of consumers, via an animation guide which includes a majority of open questions. We will not seek to extrapolate the results obtained to the whole population.
Source : https://www.buvetteetudiants.com/cours/156/introduction-aux-panels-marketing
Ad-hoc qualitative study
Step 3
Source : https://harris-interactive.fr/expertises/etudes-qualitatives/
Ad-hoc qualitative studies examples
- Exploratory
- Motivation
- Image and perception
- Shopper
- UI
- Advertising
- Organoleptic tests
- Traditional: focus groups en salle, entretiens individuels, observation in situ
- online: chat, webcam interviews, bulletin board, ...
Studiy carried out specifically to meet a specific need of a company, in order to significantly validate initial hypotheses via a questionnaire composed mainly of closed questions. Because you need a statistic validation, you must interview a significant number of respondents.
Source : https://www.buvetteetudiants.com/cours/156/introduction-aux-panels-marketing
Ad-hoc quantitative study
Acces Panels
Ad-hoc Quantitatives market studies examples
- Usage & Attitudes Tests
- Idea Screener
- Concepts tests:
- Concept Screener (sequantial)
- 1 concept = monadique
- 1 concept then compare to a second one = proto-monadique
- Product test:
- Concept &Use test
- Blind Use test
- Home Use test
- Alienation test
- Packaging test
- Eye tracking
- Shelves simulation
- Media Performance
- Brand health test
Sources : https://aurelie.typepad.com/blognote/files/etudes_quantitatives.doc https://www.definitions-marketing.com/definition/Enquete-omnibus/
Omnibus
Survey administered on behalf of several companies where each company is assigned one or more of the questions asked. The principle of the omnibus makes it possible to amortize the costs of carrying out the survey over several sponsors = the cost of the study is very low compared to the specific ad hoc study. On a given sample, they are asked 3-4 questions in a questionnaire of 30 questions on different issues and for different companies.
Distributor and consumer panels: major actors
In which sectors do distributor panels exist?
- Retail (hyper, super, hardiscounters): Nielsen, GfK, Circana
- Pharmacies : IQVIA
- Media: CESP (centre d'étude des supports de publicité), Secodip, Médiamétrie
- Specific Industries:
Leclerc Mimet
Leclerc Vache Noire
Intermarché Lille 3
Intermarché Quiberon
Monoprix Marseille 2ème
Monoprix Levallois
Monoprix
Intermarché
Leclerc
Distributors panels actors scheme
Who are the main actors in consumer panels?
Do your researches and prepare a short presentation (8 slides, 10 min presentation) of your panel institute, including: - if they provide distributor panel or / and consumer panel - the countries they operate - their industries - their strenghts - how they recruit their panelists, how they retain them, and how many panelists
In-class work
Let's compare!
Sample retention and issues
Sample units, size and methodology
Sample
Chapter
Sample units, size and methodology
What is a sample?
- If qualitative study ≃ 10 - If quantitative study: it has to be significant to extrapolate your results to the whole population --> it depends from the size of the population, the % of confidence and the margin of accepted error
Source : https://www.etudesdemarche.net/echantillonnage.htm https://fr.surveymonkey.com/mp/sample-size-calculator/?ut_source=mp&ut_source2=margin-of-error-calculator&ut_source3=inline
Sample: unit and size
What will be the sample unit? individuals, companies, households, ... What size?
Large numbers law
Exercices
Examples
Source : https://www.etudesdemarche.net/echantillonnage.htm
Sample: methodologies
1. the quota method The sample must have the same characteristics as the parent population studied, according to certain criteria (sex, age, CSP, place of residence, ...) 2. the random drawing technique (valid from 1,000 individuals) Most rigorous and scientific method: based on the theory of large numbers. Individuals are drawn randomly from the exhaustive list of the parent population 3. the arbitrary method Depending on my objectives, with inclusion criteria and exclusion criteria
Let's practice!
Suppose my sample size is 200 individuals: 1. how many men should I recruit? 2. how many people between 25 and 60 years old should I recruit? 3. how many Belgium should I recruit? 4. how many Italian women aged more than 60 years old should I recruit?
Source : http://www.analyse-donnees.fr/echantillonnage-methode-des-quotas/
Suppose my sample size is 200 individuals: 1. how many men should I recruit? 120 (=60%*200) 2. how many people between 25 and 60 years old should I recruit? 100 (=50%*200) 3. how many Belgium should I recruit? 30 (=15%*200) 4. how many Italian women aged more than 60 years old should I recruit? 6 (=25%*30%*40%*200)
Source : http://www.analyse-donnees.fr/echantillonnage-methode-des-quotas/
Correction
Let's practice!
Your population is French women. 1 - How many French women should you recruit when you have a confidence rate at 95% and you target a margin of error of 5% ? To recruit, you will use the quota methodology, based on age and region. 2 - How many people from 20 to 30 years old living in "Ile de France" should you recruit?
** Source: https://www.insee.fr/fr/statistiques/2012713#tableau-TCRD_004_tab1_regions2016
* Source: https://www.insee.fr/fr/statistiques/6688661?sommaire=6686521
Correction
Your population is French women.1 - How many French women should you recruit when you have a confidence rate at 95% and you target a margin of error of 5% ? French women population according to INSEE is 35 122 214* According to the sample calculator, we should recruit 385 French women. To recruit, you will use the quota methodology, based on age and region. 2 - How many people from 20 to 30 years old living in "Ile de France" should you recruit? According to INSEE, women between 20 to 30 years old are 4 206 524*, meaning they represent 12,0% of the women population, and people living in Ile de France represents 18,2% ** --> I should recruit 385*12,0%*18,2% = 8 French women from 20 to 30 years old living in "Ile de France"
To go further.....
Your population is French women.In the previous excercice, you find out that you needed to recruit 385 French women with a confidence rate at 95% and a margin of error of 5%. You post your survey for 3 weeks, and here are the list of people who answered the survey: - 350 people answered the survey - 25 of them where men or other gender - 10 of them where not French --> What is your margin of error?
To go further..... correction
- 350 people answered the survey - 25 of them where men or other gender - 10 of them where not French --> What is your margin of error? Out of 350 people that started your survey, only 315 really correspond to your sample --> according to SurveyMonkey calculator, the error of margin is 6%. The % of error is the scale you will need to take into account when extrapolating the answers. example: 60% of surveyed people answered they like your product --> between 54% and 66% of French women would like your product
Law of large numbers
Inclusion criteria: - People drinking soda - People not rejecting the Coca Cola brand Excluding criteria: - People drinking Coca-Cola - People not concerned by environment Quota: gender, age, localisation, revenue
I am Coca-Cola, and I want to verify if a new eco-designed biocompostable packaging would recruit new customers, who should I recruit ?
Arbitrary recruitement methodology
Sample retention and issues
Slide generated with beautiful.ai
Slide generated with beautiful.ai
Access panels websites for ad-hoc studies
Statistic refresh: correlation and causality
KPI and analysis scheme: distribution, demand, merchandising, price and promotion
Market size and market shares
Distributor Panel
Chapter
Market Size and Market shares
To help you project your own potential and turnover, it is important to understand: - the size of the market which market are you talking about? in value = E/$/... or/and in volume = units, L, kg- its evolution = (arrival data - starting data) / starting data Always indicate your sources (check their credibility)
Key figures to understand your market
When describing a market, we often use market shares: it represents the percentage of the company's sales compared to the total sales of the sector. --> It allows the company to position itself on its market. The market share can be calculated in volume (according to the number of units sold) or in value (by considering the turnover). MS in volume = (volume sold by the company) / (Volume sold by all the companies in the market) MS in value = (sell out of the company) / (sell out of all the companies in the market)
Key markets figures: how to calculate a market share ?
What are the units?
Be precise on the titles
Missing
Keep the same figures after the coma
Separate the thousands (space or ,)
What is wrong with this table?
Correction
What are the units?
Be precise on the titles
Missing
Keep the same figures after the coma
Separate the thousands (space or ,)
What is wrong with this table?
Statistic refresh: correlation and causality
The more positive correlation there is
The more negative correlation there is
The less correlation there is
EXCEL FORMULA = coefficient.correlation(matrice 1 ; matrice 2) The result obtained will oscillate between -1 and 1. The closer the result is to 0 The closer the result is to -1 The closer the result is to 1
KPI and analysis scheme
How data is collected on distributor and consumer panels?
Volunteers scan their purchases using a scanner
At each checkout, data is collected by the cashier
Consumer panel
Distributor panel
Distibutor panels - KPI
- Market value and volume
- Value and volume market share
- Distribution: numerical distribution, weighted distribution
- Demand: selling market share, average monthly sales, average weekly sales
- Merchandising: average number of references, share of assortment, share of linear
- Price: average price, standard price, promotional price
- Promotion: promotional share of voice, ....
What is the more efficient?
How much promotion?Promotional WD, promotional share of voice
Share of linear, average reference number, Share of Assortment exposure index, average return per linear
Standard price Promotional price
Sales and market share under promo, weight of promos
ND, WD
Selling market share, average monthly sales, average weekly sales
Efficiency
Pression
Promotion
Price
Merchandising
Demand
Distribution
Growth rate, market share evolution
Distributor panel - Analysing scheme
Distribution - Definitions and formulas
ND = Numeric Distribution = % of stores in the universe having sold the line during the period WD = Weighted Distribution = % of market turnover achieved by stores having sold the line during the period The ND / WD ratio makes it possible to measure the quality of the distribution of a product. If WD > ND, then this means that my product is sold in stores with high potential on the market.
Demand - Definitions and formulas
Selling Market share = market share * 100 / WD It reflects the relative performance of a product, that is to say its market share in the stores where it is sold. Very useful to erase the differences in DV between products. Weekly Average Sales = product rotations per week per selling store. Expressed in market conversion units (KG, L, CU)
Linear - Definitions and formulas
Average number of references = number of EANs (European Article Number), standard and promotional, sold on average per week Share of Assortment = average number of references * 100 / average number of market references It allows you to put your assortment into perspective compared to that of the market
Linear - Definitions and formulas
The lengths are measured 4 times a year. Average linear to reference = (average linear in cm)/(number of references). Allows you to quantify the average linear allocated to each reference. Linear Share = total linear in meters of my product * 100 / total linear in meters of 100% reference Allows me to measure the importance of the shelf space given to my products by putting it into perspective in relation to the average market shelf space and to compare with competitors. Exposure index = linear share / market share When a brand is a leader it is almost systematically underexposed (Market Share > Linear Share) Rotation per linear meter = Average Monthly sales / average linear in meter Yield per linear meter = Average Monthly sales * Price / average linear in meter
Price - Definition and formulas
Average Price = arithmetic average of store Consumer units prices Standard price = sales value excluding promo / sales volumes excluding promo Promotional price = sales value under promotion / sales volume under promotion
Promotion - Definition and formulas
Le panel distributeurs est capable de remonter : les mises en avant, les prospectus, les brèches, les réductions de prix sur produit standard (bonus pack : +10% gratuit, 5+1 gratuit) Promo weight = brand A promo sales / total brand A sales Defines the importance of sales under promotion = share of sales made under promotional support. Promotional pressure = promotional sales of brand A / promotional sales of the category Its the market share under promotion Promotional ND, Promotional WD Promotional share of voice = Promotional WD of brand A * 100 / sum of all the category promotions WD
Consumer Panel
KPI and analysis scheme
Chapter
How data is collected on distributor and consumer panels?
Volunteers scan their purchases using a scanner
At each checkout, data is collected by the cashier
Consumer panel
Distributor panel
Consumer Panel - KPIs
- Penetration rate
- Socio-demographic data: age, socio-professional category, family distribution, etc.
- NA = number of occasion
- QA = quantity of product purchsed per buyer per occasion
- QA / NA = quantity of product purchased per buyer in one year
- Loyalty rate, Repurchase rate, ....
Loyalty rate
Repurchase rate
QA per occasion
Number of occasions
Socio demographic profile of our consumer: age, revenu distribution, ....
QA / NA
Penetration rate
Growth rate, market share evolution
Consumer Panel - Analysing scheme
Definitions and formulas
Penetration rate = % of households having purchased the line at least once over the last 12 months (base 100 = universe of households) Relative Penetration = % of households purchasing the brand among market buyers Mix rate between 2 products = (product penetration A + product penetration B) / market penetration - a brand whose penetration is stable nevertheless renews its customer base from one period to another (lost / new buyers) - penetration is linked to the level of DV --> during a product launch, use the penetration / DV ratio (which expresses brand recruitment excluding diffusion effect) - levers to improve penetration: distribution, assortment, communication, promotions (sampling, trial offers)
Definitions and formulas
QA / NA = quantity of product purchased by buyer during the period. Sum of purchases volume of purchasing households / number of purchasing households. Expressed in sales units: UC, KG, L
Definitions and formulas
Number of occasion = number of times a buyer purchased at least one unit of the product during the period = number of purchasing acts QA / occasion = quantity of product purchased during 1 purchase occasion (kg, L, CU) - the number of occasions is independent of the number of units purchased. If during a period, a household purchases 5 units during a single visit to the store, the number of occasion associated with this household will be ..... - levers to improve the number of occasion: loyalty , games, competitions, promotions (delayed discount vouchers) - levers to improve QA / occasion: formats, packaging, promotions (bonus pack, lots)
Definitions and formulas
Repurchase rate = % of households purchasing the product having repurchased the product once or more over the period = number of repurchasers once or more * 100 / number of buyers Second repurchase rate = % of households purchasing the product having repurchased the product twice or more over the period = number of repurchasers twice or more * 100 / number of buyers Third repurchase rate 4th repurchase rate .....
Definitions and formulas
Loyalty rate = market share of a brand among buyers of this brand over the period = (purchases of the brand *100 / market purchase) among buyers of the brand. A brand that only has exclusive buyers will have a 100% loyalty rate QA market among brand buyers = market quantity purchased by buyer of the brand over the period. Lets you know if the brand's buyers are small, medium or large market buyers.
All the other indicators are "nice to"
Value + Volume Market share Evolution Distribution: ND + WD Demand: Selling Market share Merchandising: Average number of reference + Share of linear Price (standard ; promotion; recommended) Promotion: Weight of promotion + Promotion market share + Promotion share of voice
DISTRIBUTOR PANEL
To remember
Penetration rate QA/NA QA per occasion Number of occasion
CONSUMER PANEL
The future of panels + List of useful ressources
Appendix
Slide generated from beautiful.ia
What is the future?
For the Distributor panel, each group is assigned a country. Instructions: you are a Junior Product Manager at Demak'Up, you receive data from the distributor and consumer panels, and you are asked to present your analyzes and your recommendation based on your conclusions to the entire marketing team. In detail, here are the steps that I advise you to follow: On excel: - Understand the players in your market (who is behind Hartman, Hydra, etc.) by searching on the internet - Calculate: the value market share, the volume market share, their developments, and also the market development (value, volume) - Calculate: promo price (in volume), the average price, and the price index versus the PL (explain why it is in relation to the PL that we calculate this price index) - Format your data in dashboard format: take care of your titles, use conditional formatting (if the evolution is positive, green cell, if negative, red cell) - Find at least one correlation between 2 variables; find at least 2 uncorrelated variables - Analysis: how to interpret these results? what is most important to remember (max 5 messages) - Recommendation: based on your analysis, what can you put in place to improve your results? Once this work has been completed in Excel, you could start the presentation / report (in Canva or elsewhere): - one title = 1 message - vary the formats (tables, visuals, pie charts, histograms, curves, etc.) - use color wisely I remind you that if you have any questions you can contact me by email: amwillibueno.ext@iscparis.com