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What Mail Diary Panel does
HOW
Can you use this information.
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Mail Diary Operations
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Frequently Asked Questions
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How can you use this information?
USE THE PURCHASE DIARY TO
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Track selected consumer product category and brand purchases to
determine total market movement and brand share from all outlets.
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Determine how many families are in your product category and your brand. Are they gaining or declining? What are their buying
patterns by age, income, education, etc. (market segmentation)
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Measure brand loyalty by determining family trial and
repeat purchase rates on your product and competitive brands, i.e., the number
of times they purchase it and the amount they buy. |
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Evaluate brand switching. Where are your customers
coming from and to which brands are they going? |
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| Evaluate the effect of specific price deals and promotions.
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Did existing or new customers buy the deal? |
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Did the deal increase the size of individual purchases? |
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How much sales volume moves with the deal? |
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You tell us other information you need. |
USE THE CONSUMPTION/USAGE DIARY TO
| Find out the answers to these questions. |
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Who consumes/uses the product, how often? How much? |
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When or where is the product consumed/used? |
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How often is it consumed/used by individual family members? |
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Why is it consumed/used? For what purpose? |
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You tell us other information you need. |
AND YOU CAN USE THESE DATA TO
| Formulate your marketing strategies because you will know |
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Which advertising, promotions, etc. work and which don't. |
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Which outlets give you an edge. |
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Which appeals motivate your purchasers and users. |
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Who really is your competition? How are they doing - and why? |
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You tell us other information you need. |
PLUS YOU MIGHT BE ABLE TO
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Uncover opportunities for new products. |
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Change formulations of existing products to gain greater consumer
usage potential. |
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Discover new uses for existing products. |
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Create better seasonal campaigns. |
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| Pinpoint products at specified market segments
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the breakfast market - the teen-age market |
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the snack market - the quickie meal market |
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the employed female market |
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What Information is Typically Reported?
PURCHASE TABULATIONS
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Incidence of purchase |
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Purchase frequency |
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Purchase size |
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Average price/price points |
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Share of market - all outlets |
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Share of market - types |
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Purchase by day of week |
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Price/volume relationships |
| Only panel data can provide
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Repeat purchase and brandswitching |
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Heavy vs. light purchasing |
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Multi-brand purchasing |
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Multi-type purchasing |
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| Price/switching analysis
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paid lower
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paid same price
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paid higher price |
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Switching gain/loss analysis |
| In addition, reports are typically prepared for the
following demographic characteristics of purchasers |
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Age and sex |
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Income |
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Size of family |
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Metropolitan vs. rural |
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Region |
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Education |
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Occupation |
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Race |
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Life cycle evaluation |
CONSUMPTION/USAGE TYPICAL TABULATIONS
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Demographics |
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Consumer/user |
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Time of day |
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Heavy/light usage |
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How is the product consumed/used.
Is it combined with other products? |
YOU TELL US WHAT INFORMATION YOU NEED, AND WE WILL STRUCTURE OUR DIARY
ACCORDINGLY.
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