Maintaining its commitment to the highest quality in online research,
GfK will increase the size of KnowledgePanel® by a third in 2013. Now in
its 15th year, KnowledgePanel is the only large-scale online panel based
on a representative sample of the US population; its precision is a
cornerstone of GfK’s efforts to help clients understand what lies ahead
amid a rapidly shifting digital and societal landscape. Innovation in
digital services, including new breakthroughs in mobile and
location-based data and insights, is a core pillar of GfK’s Own the
Future strategy, and these digital capabilities will be further enabled
by the expansion of KnowledgePanel.
With KnowledgePanel-based solutions, GfK deploys both passive
measurement techniques and state-of-the-art survey methods to provide
accurate and up-to-the-minute insights on consumer motivations and
actual behaviors – precisely the type of integrated information that
marketers, media companies, social scientists, and government
researchers demand. It is the optimal choice for precisely assessing
media usage, market size, purchase intent, product acceptance, and
purchase journey, as well as optimizing marketing and communication
alternatives in the digital age.
With the expanded KnowledgePanel, GfK will be able to support the
highest quality online research for marketing decisions and policy
making at the 2% incidence level, with 1,000 or more study respondents
below the national and general population levels.
The larger KnowledgePanel provides greater access to populations of
growing interest to marketers and the government that are often
difficult to reach using traditional survey methods, such as:
high- and low- income households
specific disease sufferers
“Top-quality, representative sampling of the US population is essential
to the confidence that marketers, policy makers, and academicians need
when making business and policy decisions,” said David Krajicek, CEO of
GfK Consumer Experiences North America. ”With KnowledgePanel, GfK is
able to provide the most accurate digital solution, helping researchers
not just assess events of the past, but find future opportunities and
innovations among key market segments.”
GfK is carrying out this expansion of KnowledgePanel households by
randomly selecting residential addresses through a process called
"address-based sampling" (ABS). With ABS, KnowledgePanel provides
statistically valid representation of the US population, as well as the
difficult-to-survey populations described above.
KnowledgePanel Calibration allows GfK to blend KnowledgePanel and opt-in
online sample on a “fitness-of-use” basis. This blended online approach
is an effective statistical methodology when compared to conducting the
surveys exclusively on non-probability opt-in panels. When calibrated,
the combined sample sources – KnowledgePanel and opt-in online samples –
result in higher accuracy than opt-in sample alone.
GfK is one of the world’s largest research companies, with more than
12,000 experts working to discover new insights into the way people
live, think and shop, in over 100 markets, every day. GfK is constantly
innovating and using the latest technologies and the smartest
methodologies to give its clients the clearest understanding of the most
important people in the world: their customers. In 2012, GfK’s sales
amounted to EUR 1.51 billion.
To find out more, visit www.gfk.com
or follow GfK on Twitter: https://twitter.com/GfK_en.