Panel research

Date of publication: June 15, 1982

Author: J. T. Loughray


For those of us from a manufacturing environment panel research means to an overwhelming degree continuous monitoring of markets through retail and consumer panels. In the UK the key operators are Nielsen and Audits of Great Britain (AGB). The AGB service is properly referred to as the Television Consumer Audit (TCA). I shall speak as a company man, the company being United Biscuits (UB) but these observations and thoughts cannot but be seasoned by, on the one hand thirteen years client service experience at Nielsens, and on the other several years as a member and Chairman of the TCA Users Committee. This is a liaison committee involving AGB, the television contractors, and the manufacturer clients.

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