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IRI and Europanel Partner to Offer Global Coverage
Consumer packaged goods specialist Information Resources Inc (IRI) has partnered with the GfK/TNS-owned Europanel Association to offer what the firms describe as 'the widest-reaching, single-panel research service in the world'.
The relationship adds the IRI Consumer Network household panel in the US to the Europanel consumer network, said to represent 600 million households in 54 countries including the UK, Germany, Japan, Brazil and Mexico. In addition, the firms say that this is the only consumer panel that covers Russia and China exclusively.
Europanel MD Tim Kidd welcomed IRI to the association, saying that the alliance would fulfil panel research needs in the North American market.
Europanel comprises the GfK ConsumerPanel Services and TNS Worldpanel across Europe, Latin America and Asia Pacific, and provides consumer insights across countries representing more than 80% of global gross domestic product (GDP) and 88% of the global food market.
The service works with a wide range of clients including multi-national fast moving consumer goods (FMCG) brand and private label manufacturers, fresh food suppliers, retailers, market analysts and government organizations.
Explained IRI President and CEO John Freeland. 'This panel will enable clients to see the most in-depth consumer behavior, demographics and attitudes, so that they can act quickly to identify and target shoppers and consumers with the right mix of marketing activity to ultimately win at the shelf.'
Web sites: www.us.infores.com and www.europanel.com .
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