Kantar Worldpanel enhances its consumer panel in Korea

Kantar Worldpanel, the global leader in consumer and shopper behaviour insights, has announced the completion of its panel enhancement to provide clients with enhanced insights into Korean shoppers.

The panel has been expanded to 5,000 households to provide more robust measurement and in-depth understanding of consumers’ behaviour and Korea’s retail environments. The new sample size improves Kantar Worldpanel’s understanding of consumer patterns according to household life stages.

It also brings new focus on the higher income bracket with sharper understanding of different behaviours between dual and single-income households in response to the country’s demographic evolution. The enhanced panel also uses new mobile methodology which makes use of Korea’s high smartphone penetration to capture a richer dataset.

Francis Oh, Kantar Worldpanel Country Manager in Korea, says: “Consumers are transforming faster than ever and today we see sophisticated consumers exhibiting twisted and non-linear behaviour patterns. This panel enhancement ensures we better understand how they evolve and will help our clients’ brands grow in this changing environment.”

The consumer panel enhancement in Korea is part of the on-going innovation strategy of Kantar Worldpanel that includes recent panel enhancements in India and Brazil, and the launch of a new usage panel for food and drink in France earlier this year.