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GfK to Expand KnowledgePanel? in 2013

Thursday, April 25, 2013 2:09 PM


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:

  • Millennials
  • Hispanics
  • African Americans
  • 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.

About GfK

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.

(Source: Business Wire )
(Source: Quotemedia)

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