Panel size grows by 83 per cent, capturing more detailed behavioural insight per shopper
Global consumer and shopper insights company Worldpanel by Numerator has launched its Enhanced Panel to expand its panel of UK shoppers from approximately 30,000 to 55,000, an 83 per cent increase.
The company is looking to capture three times more shop visits, as well as enhance its insight into ‘omnichannel shopping behaviour’ including smaller trips and spending outside of major supermarkets.
This includes 3.5 times more bargain-store trips, 3.6 times more symbol and independent trips, and 4.9 times more Amazon and Costco trips.
With coverage from the youngest to oldest households and smallest to largest trips, the expansion will capture more behaviour per shopper, not simply more shoppers.
Andrew Walker, director of client services, said: “The real shift is that we’re observing far more behaviour and inferring far less. The trips that used to slip between the cracks - the quick top-up, the discounter run, the online order - are now part of the picture, and they’re exactly where a lot of the growth is happening.
“For our clients, that means being able to read a shopper group or an occasion on its own terms rather than as a slice of a national total, and to see a trend forming while there’s still time to act on it,” Walker added.
The company hopes the result will be a panel that is “broader, truer and sharper than before”.
The expansion comes as the UK’s households, demographics and shopping journeys have become more complex, with the company hoping to help brands and retailers respond to this with confidence.
Clare Harding, UKI executive managing director, said: “The average household that underpins so many decisions is becoming increasingly irrelevant in a market defined by diversity, complexity and rapid change.
“Our Enhanced Panel provides a richer, more representative view of how people really live and shop, revealing the differences that drive growth rather than masking them behind averages,” she added.
The panel is also part of the company’s continued investment in enhancement including Worldpanel Answers, an AI-powered assistant that combines AI with data to help teams find meaningful insights, make confident decisions and identify opportunities for growth.
