Kantar India Launches OOH Consumer Panel

Kantar has launched an FMCG panel that tracks out-of-home (OOH) purchase in India, tracking and reporting purchases made for thirteen OOH categories. Within the QSR categories (pizzas and burgers), in-home orders / consumption will also be captured.

Last year, Kantar announced a partnership combining its TGI consumer data with insights from OOH audience measurement business Route, to launch a new ad buying platform promising highly targeted campaigns. Kantar currently operates OOH panels in ten countries, and its new panel in India will cover feedback from 11,000 individuals aged between 15 and 49 years.

Data will be captured at the time of purchase through a self-complete application, recording actual purchases instead of re-called ones, with reporting taking place monthly. Kantar says that eventually, the panel will be able to provide a '360-degree' view of consumer purchases - from both an in-home and OOH perspective.

K. Ramakrishnan (pictured), MD - Worldpanel Division, comments: 'We are very excited at the launch of India's only robust FMCG OOH panel. This panel will collect consumer data in real time and provide extremely actionable insights to the FMCG companies who operate in India and help them take informed marketing decisions.'

Web site: www.kantar.com .