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Market measurement: the next frontier for panel research

Mike Cooke, Corrine Moy, Nicholas Watkins

Abstract

The paper will present a case study of how GfK NOP is working to move one of the UK's major market measurement studies online.

The Financial Research Survey (FRS) has been the definitive study for measuring the retail UK's financial services market in Great Britain for the more than 20 years. It is very much the 'industry currency'

There is a clear business need to consider moving this study yet the research challenges are extremely daunting.

In 2006 we started a comprehensive programme of methodological work to see if we could devise a strategy for moving the FRS online.

We will describe our experiences and explore the issues that researchers will face in moving market measurement studies online

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Mike Cooke

GfK NOP, UK

Mike is the Global Director of GfK NOP’s Online Centre of Excellence. A Fellow of the Market Research Society Mike has been in research since 1972 and held many industry positions including Vice Chairman of the British Market Research Society.

In 1996 he won the MRS Research Effectiveness award for his research on music and education. 

Corine Moy

GfK NOP, UK 

Corrine is the Director of Marketing Sciences at GfK NOP. She is a Fellow of the Market Research Society and of the Royal Statistical Society. Corrine is involved in many aspects of the research industry, a member of the Editorial Board of the IJMR, a Chief Examiner for the MRS Diploma and a media spokesperson for the MRS. She is a three-times winner of the MRS Award for the Best Technical Paper.

Nick Watkins

GfK NOP, UK

Nick Watkins is Managing Director of GfK Financial, part of GfK NOP.  Nick started his market research career in 1979, after graduating from Nottingham University with a M.Phil. in Industrial Economics. After working at Business Decisions Limited and a subsidiary of IMS, he moved to part of what is now GfK NOP in 1985.

Nick is responsible for all GfK NOP’s financial research - both personal and corporate, ‘ad hoc’ and continuous - and for a staff of over 40 financial researchers. He is also Joint Leader of GfK’s International Financial Services team.

He is a Fellow of the Market Research Society, and a regular speaker at industry conferences and seminars

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