Shopper behaviour specialist Kantar Worldpanel has launched a new consumer panel to measure purchasing and usage trends on the smart speaker market. Launched in the USA this month, it will roll out across Europe in 2019.
The 20,000-strong panel is pitched at hardware manufacturers and service providers, whom it will provide with a 'complete' understanding of five core areas: ownership, usage, services, reasons for using and intention to buy. Purchase trends, loyalty and switching will be tracked over time, and information on panelists' use of other consumer electronics and telecoms services will provide context.
Kantar Worldpanel boasts a team of 3,500, and services covering 60 countries directly or through partners. The ComTech division already provides insights and analysis for smartphones, tablets, laptops, wearables, TV and home appliances, through panels spanning the US, Europe, Asia and Latin America. Global Director Paul Moore says of the latest addition: 'Our new Smart Speaker continuous survey will help hardware manufacturers and service providers to precisely target new buyers as well as to adapt and grow their offer to create a relevant consumer experience. The insight we provide is deep enough to understand the many uses people make of the technology and why they buy, leading to recommendations on what actions can be taken to grow in this developing space'.
Global CEO Kantar Worldpanel Josep Montserrat says the panel is the firm's latest bid to provide a 360 degree view of how people use technology to interact with content, services and brands.
Web site: www.kantarworldpanel.com/comtech .
All articles 2006-18 written and edited by Mel Crowther and/or Nick Thomas.