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High Performance Companies Use Web-Based Consumer Panels

The McKinsey Quarterly surveyed consumer goods companies and found that winning companies are experimenting with new media, new approaches for gathering insights about consumers, and more collaborative relationships with major retailers.

Marketers at the companies identified as high performers were somewhat more likely than the others to perceive insights as central to their culture, working approach, and strategy and to believe that their consumer insights group collaborated effectively across the organization.To gather insights, high performers tend to invest more in nontraditional approaches, such as ethnography, "cool hunters", "buzz" networks or consumer online panels. In fact 80% of high performing companies use web-based consumer panels as a nontraditional research approach.



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Vision Critical just happens to provide the technology and services to help companies create their own web-based consumer panel. To learn how we can help your organization become a high performance company with an online panel, contact Julie Romas at julie.romas@visioncritical.com or call 604.647.3557.

Posted on June 14, 2007
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