GfK Plans Major Boost for KnowledgePanel

In the US, GfK is to increase the size of its KnowledgePanel by a third in 2013, in a bid to provide greater access to those populations that are often difficult to reach using traditional survey methods.

GfK gained the KnowledgePanel through its 2011 acquisition of consumer specialist Knowledge Networks. Now in its fifteenth year, the large-scale online panel is based on a representative sample of the US population, and provides insights on consumer motivations and actual behavior in areas such as media usage, market size, purchase intent and product acceptance.

The expansion will be carried out by randomly selecting residential addresses through address-based sampling, which provides statistically valid representation of the US population, as well as difficult-to-reach individuals such as Hispanics, African Americans, high and low income households, and individuals with specific medical conditions.

David Krajicek (pictured), CEO of GfK Consumer Experiences North America, comments: 'Top-quality, representative sampling of the US population is essential to the confidence that marketers, policy makers and academicians need when making business and policy decisions. With KnowledgePanel, GfK is able to provide the most accurate digital solution, helping researchers not just assess events of the past, but find future opportunities and innovations among key market segments.'

Web site: www.gfk.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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