{"id":91020,"date":"2024-01-15T15:18:00","date_gmt":"2024-01-15T14:18:00","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=91020"},"modified":"2024-01-15T16:02:54","modified_gmt":"2024-01-15T15:02:54","slug":"overname-door-yougov-opent-nieuwe-wereld-voor-consumer-panel-services-gfk","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/overname-door-yougov-opent-nieuwe-wereld-voor-consumer-panel-services-gfk\/","title":{"rendered":"Overname door YouGov \u201copent nieuwe wereld\u201d voor Consumer Panel Services GfK"},"content":{"rendered":"\n<p>Vorige week rondde de Britse marktonderzoeker YouGov de overname af van Consumer Panel Services GfK. Voorlopig verandert er weinig voor klanten, op termijn wordt de dienstverlening fors uitgebreid, zeggen Stefan Heremans en Davy Van Raemdonck.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Breder perspectief<\/h2>\n\n\n\n<p>De verkoop van het consumentenpanel is een gevolg van de in&nbsp;2022 aangekondigde fusie tussen GfK en Nielsen&nbsp;IQ: volgens de Europese Commissie <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/gfk-moet-consumentenpanel-afstoten-om-fusie-met-nielseniq\/\" target=\"_blank\" rel=\"noopener\">overlappen de panelactiviteiten van GfK en Nielsen&nbsp;IQ elkaar te veel<\/a>. \u201cEr was behoorlijk veel interesse in de markt omdat het een sterke unit is\u201d, zegt topman Stefan Heremans van CPS GfK. \u201cNa de eerste gesprekken met YouGov waren we overtuigd: het DNA zit hetzelfde. Het is een sterk groeibedrijf, we gaan samen investeren.\u201d<\/p>\n\n\n\n<p>YouGov is een \u2018jongere\u2019 speler in marktonderzoek, amper twintig jaar oud. Het bedrijf staat vooral sterk in opinieonderzoek en is de afgelopen jaren sterk gegroeid: intussen opereert het in 55&nbsp;landen. Ook in Belgi\u00eb is YouGov al aanwezig met een panel, dat vanop afstand bestuurd wordt \u2013 er is geen lokaal team.<\/p>\n\n\n\n<p>Op korte termijn verandert er voor de klanten niet veel, verzekert Heremans: \u201cDe service blijft dezelfde, met dezelfde teams. Ook de naam CPS&nbsp;GfK behouden we voorlopig. Maar we kunnen de dienstverlening wel gaan uitbreiden: terwijl wij altijd sterk gefocust waren op wat mensen aankopen en waarom ze het aankopen, voegt YouGov daaraan toe hoe mensen denken, waar mensen naar op zoek zijn. Ze kijken vanuit een breder spectrum naar diezelfde consument.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Klantreis in kaart<\/h2>\n\n\n\n<p>\u201cDankzij de combinatie met YouGov krijgen we de mogelijkheid om een 360\u00b0&nbsp;zicht op de shopper in kaart te brengen\u201d, zegt consumentenpaneldirecteur Davy Van Raemdonck. \u201cVandaag weten we al wie wat, waar en wanneer koopt, en waarom. Dat kunnen we verrijken met de opinies die YouGov verzamelt. Het bedrijf is ook sterk in het in kaart brengen van mediaverbruik. We gaan dus aankoopgedrag met mediagewoontes kunnen koppelen. Zo hebben we uitzicht op alle <em>touchpoints<\/em> van de klantreis.\u201d<\/p>\n\n\n\n<p>Het onlinepanel van YouGov betekent dan ook een aanvulling en een versterking voor het consumentenpanel dat het aankoopgedrag van 6000&nbsp;gezinnen in kaart brengt. \u201cEr gaat een nieuwe wereld open.\u201d<\/p>\n\n\n\n<p>CPS&nbsp;GfK is intussen in achttien landen actief: recent kwamen Zwitserland en Noorwegen erbij. In Belgi\u00eb heeft het panel net de transitie naar de MyScan-applicatie achter de rug. Panelleden gebruiken niet langer het traditionele scanapparaat: elk van de 6.000&nbsp;gezinnen geeft nu de aankopen in via de mobiele applicatie, die de mogelijkheid biedt om bijkomende vragen te stellen.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vorige week rondde de Britse marktonderzoeker YouGov de overname af van Consumer Panel Services GfK. Voorlopig verandert er weinig voor klanten, op termijn wordt de dienstverlening fors uitgebreid, zeggen Stefan Heremans en Davy Van Raemdonck.<\/p>\n","protected":false},"author":3,"featured_media":91024,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[15],"tags":[],"people":[],"extra":[],"company":[667],"topic":[488],"region":[],"class_list":["post-91020","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","company-gfk","topic-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Overname door YouGov \u201copent nieuwe wereld\u201d voor Consumer Panel Services GfK - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Vorige week 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