The advantages of a consumer panel

Written by kevin watson | 13/05/2017
The advantages of a consumer panel
Businesses use consumer panels to help market products. (Jupiterimages/Polka Dot/Getty Images)

A consumer is someone who buys products for personal use. A consumer panel is a group of consumers who take part in research about products. A market research company recruits and maintains a consumer panel and uses it to gain product feedback. This feedback is the advantage of a consumer panel. It shows what types of consumer are prepared to buy a product and how much they are willing to pay for it.


A consumer panel provides a market research company with feedback about purchases. The data shows what each panel member has bought and the effect of discounts. A market research company can use the data to track changes in the market share of a product against the prices of other brands. It can also relate consumer demographics to price sensitivity. For a balanced approach, a market research company chooses panel members from different income brackets, age groups and locations.

Time comparisons

Feedback about purchases made by members of a consumer panel also enables a market research company to compare product sales at various points in time. The comparisons relate to changes in aspects of marketing such as the price of a product and the design of its packaging. A market research company studies a consumer panel's response before a change and after. Such a time comparison of product packaging and pricing can influence marketing strategies.


A business must understand consumer behaviour if it is to sell a new product or improve existing sales. A market research company uses feedback from a consumer panel to measure the way behaviour among its members affects a product's sales. The measurements examine changes in behaviour as a result of strategies such as the introduction of a new product line or a special offer. A market research company also measures the way competing product brands influence a panel's behaviour.

International assessments

A business that sells a product abroad may want an international assessment of consumer behaviour to help with sales and marketing. A consumer panel for each country in which the product appears supplies this assessment. A specialist multi-country market research company acts on behalf of a business by setting up and running a network of national consumer panels. Feedback from the panels comes via the post, the Internet, the telephone and personal interviews.

By using the site, you consent to the use of cookies. For more information, please see our Cookie policy.