• Customer satisfaction surveys (these can often turn into continuous
Continuous studies interview the same sample of people, repeatedly. The major
types of continuous research are:
Consumer panels are formed by recruiting large numbers of households who
provide information on their buying over time. Research agency AC Nielsen
one of the largest consumer panels in the world, continuously interviewing
125,000 households in 18 countries. The main competitor for AC Nielsen is
TNS which runs panels in 20 countries.
By gaining the cooperation of retail outlets, sales of brands can be measured
(using bar coded sales data) to track changes in brand loyalty, market share
and effectiveness of different retail formats.
Television Viewership / Radio Listening
These panels aim to measure Viewer ship or listening minute by minute. This
data is critical information for broadcasters to determine their programme
strategy (what kinds of programmes to produce and when to broadcast them)
as well as for advertisers (who is watching, listening, and when?). In the
UK, the main source of such data is produced by the Broadcasters' Audience
Research Board ("BARB").