Abstract:

The key focus of this paper is to outline how different market research disciplines are starting to converge and how the consumer panel is particularly at the heart of this process, reaching this position because of its ability to offer both quantitative output as well as a softer consumer dimension. There is still further convergence to come. Evidence from the United States shows consumer panels moving from their longitudinal, quantitative heritage to a semi-continuous, slightly more qualitative positioning and application, further driving the convergence of consumer panel and custom research.