In the UK, research agency EasyInsites is to partner with online parenting club Bounty to build a young family panel with which to conduct bi-monthly research.
With 2.5 million members and more than 50,000 joining every month, Bounty claims to have approximately 96% market coverage of the estimated 800,000 annual births in the UK.
Its new panel will comprise 30,000 consumers, representative of young families from those in the first trimester of pregnancy through to those whose youngest child is aged four. Panellists' on and offline media consumption will be measured, along with their engagement with brands in relevant categories.
'The greater breadth and innovative functionality of our new panel will be instrumental in enhancing and enriching our consumer insight,' explained Bounty's Research Manager Vicki Kateley. 'It will also identify the critical moments that ensure Bounty and our brand partners continue to support young families in the most timely and appropriate way.'
The panel will be built and maintained by EasyInsites on its EasyExchange platform (also known as the Cint Panel Exchange), through which researchers can directly access panellists for their own research projects.
EasyInsites will provide sample access to this panel with or without other research services, or sample buyers can go directly to the Exchange platform by establishing an account with Cint.
The new panel will be live and accessible by the start of 2010.
Web sites: www.bounty.com , www.easyinsites.com and www.cint.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.