Research: Tnsrms, KWP joint consumer panel goes life in Nigeria

Tnsrms Nigeria, a leading market research firm, has migrated its household consumer panel fully into Kantar World Panel (KWP), in a bid to serve its clients who depend on market research for meticulous decisions.

This, according to the company, will provide greater depth of analysis and access to world-class tools for client service. Consumer panel is about looking much deeper, beyond sales and beyond market shares. It is about best in class consumer understanding. It is strategic in that it is about observed consumer behaviour rather than claims.

Under the panel, several households in rural and urban areas are picked randomly and researchers visit them intermittently under permission to monitor their usage and behaviour to products, without the households recognising which brands the researchers are studying.

With the panel, the consumer and shopper data are enriched with valuable insights about shoppers’ profile, their brands and their habits.

According to Adeola Tejumola, CEO of TNS RMS, West East and Central Africa, while speaking with BusinessDay on the new development, TNS RMS/Kantar Home Panel is the first source of continuous consumer and shopper tracking panel in Nigeria and is enriched with valuable information and insights about shoppers and consumers – about categories, products and brands; measuring shopping habits in terms of penetration, frequency of purchase, volume purchased/spent per occasion, market shares and many other additional KPIs; for instance, loyalty to products/brands. “Of course, information is crossed by demographics and, household type as well as source of purchase,” he said.

The panel size is robust, covering households both in urban and rural areas as well as the six geopolitical regions in Nigeria and socio-economic class, thereby giving a broad and holistic coverage of the country.

“We believe consumers are at the heart of client’s business in a highly changing, competitive and global scenario, and to unveil consumer underlying drivers makes the real difference to the way they see their world and the actions they take for their business,” he said.

Also speaking, Jose Manuel Garcia, global business development director for Middle East, Africa and Greece, talked about “the importance of this relevant new development and partnership with TNS RMS in developing panels not only in Nigeria but also progressively in other countries like Kenya where also a joint panel is already running, or will be the case of Ghana next among others to come soon.

“We strongly believe that by joining the on-the-ground expertise and markets knowledge of TNS RMS with the specialisation of Kantar World Panel in running panels around the globe, we will help our clients have the best understanding of consumer behaviour with requisite insight necessary for decision making in the region.”

“The initial report delivered in the Kantar World Panel world-class online tool was released last month and has received tremendous accolade from clients,” disclosed Tina Umunna, business development director for the region.

In 2012, Kantar World Panel and TNS RMS reached an agreement in aligning Nigeria panel to the international Kantar World Panel standards.

By: Daniel Obi