WPP Firms Team Up for African Panel Launch

In Africa, Kantar has teamed up with fellow WPP agency TNS RMS to form a joint consumer panel, for use in shopper and product research studies.

TNS RMS is a full service agency with more than 250 permanent staff, and over 2,700 field workers in offices in Nigeria, Ghana, Senegal, Cameroun, DR Congo and Cote D'Ivoire. Through the partnership, the company's household consumer panel has been integrated into the Kantar World Panel, to provide access to information about households in rural and urban areas, as well as individuals' brand preferences and shopping habits.

According to TNS RMS CEO Adeola Tejumola (pictured), the new TNS RMS/Kantar Home Panel is the first source of continuous consumer and shopper tracking in Nigeria, and will measure shopping habits in terms of penetration, frequency of purchase, volume purchased/spend per occasion and market shares.

Jose Manuel Garcia, Kantar World Panel's Global Business Development Director for the Middle East, Africa, and Greece, comments: 'This partnership with TNS RMS will develop panels not only in Nigeria but also in other countries like Kenya where joint panel is already running, and soon in Ghana. We strongly believe that by joining the on-the-ground expertise and markets knowledge of TNS RMS with the specialisation of Kantar World Panel, we will help our clients have the best understanding of consumer behaviour with the insight necessary for decision making in the region.'

Web sites: www.kantarworldpanel.com and www.tnsglobal.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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