Predicting the Future of Consumer Panels
The Journal of Database Marketing 9.4 (2002): 301-311
25 Pages Posted: 2 Aug 2014
Date Written: January 28, 2002
The future for consumer panels is rich. The data collection experience will be richer for consumers, and the data will be richer for researchers. The challenge will be in determining how to use this data to improve a manager‘s understanding of his or her consumers. A mountain of data will not be difficult to collect. The difficulty lies in effectively mining that mountain for the gold it contains.
Technology will not only influence the way in which data is collected, but it will also influence the sociology of how panelists, researchers, and managers respond to this data. After offering predictions of how the future will make the data collection experience more rich for consumers and for researchers, we will discuss future fears. These fears – or challenges – revolve around the unexpected consequences this technology has for the researchers, for brand managers, and for the privacy of panelists. Following this, specific recommendations for consumer panel users and researchers are outlined. These 3 recommendations are not so much intended to help us control the future as much as to help us be best prepared for the changes that might occur.
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