Abstract:

This paper examines the role of syndicated market research services against a background of change which has taken place in the distribution pattern in the marketing of grocery, toiletry and cosmetic products in Great Britain. Accompanying this change has been a shift in the balance of power between the manufacturer and the distributor, with the latter assuming a more dominating and challenging role. This paper traces the broad development of consumer panels and shows how research derived from this source is responding to this changing balance between the manufacturer and distributor, in the context of the new marketing situation in which they now find themselves.