Data-Adviser Ivo Bock

📌 Ein Relikt aus der Vergangenheit – Fund bei einer Haushaltsauflösung Haushaltspanels sind ein zentraler Bestandteil der Marktforschung. Sie liefern wertvolle Daten über das Einkaufsverhalten und Konsumtrends. Doch wie stark dürfen oder sollten Teilnehmer durch finanzielle Anreize beeinflusst werden? Während moderne Panels zunehmend auf Gamification setzen – oft kombiniert mit finanziellen Anreizen – betrachten etablierte Anbieter diesen Ansatz kritisch. Die Sorge: Beeinflussen solche Mechanismen die Datenqualität? Doch wie war es eigentlich in der Vergangenheit? 🧐 Ein spannender Fund: Am vergangenen Wochenende half ich bei einer Haushaltsauflösung und stieß dabei auf ein Überbleibsel aus einer Zeit, in der der Haushalt am Nielsen Haushaltspanel teilnahm. Besonders interessant war zu sehen, wie gezielt Teilnehmer dazu bewegt wurden, ihre Einkäufe zu erfassen – vor allem bei bestimmten Händlern wie Aldi. ⚠ Auffällig: Die gezielte Rekrutierung von Aldi-Käuferhaushalten birgt die Gefahr, dass diese Gruppe überrepräsentiert wurde und Marktanteile verzerrt hat. 🔄 Heute: Genauere Daten, neue Herausforderungen Kunden von NielsenIQ können nun besser nachvollziehen, inwieweit ihre Kategorien über- oder unterschätzt wurden. Denn die frühere haushaltsbasierte Schätzung wurde durch scannerbasierte Discounter-Abverkäufe ersetzt. Diese Methode ermöglicht eine präzisere Erfassung der tatsächlichen Marktentwicklung – auch wenn Aldi als einzelner Händler nun nicht mehr separat im Panel ausgewiesen werden darf. 💡 Eines bleibt jedoch klar: Finanzielle Anreize gab es schon immer – und sie werden auch in Zukunft eine Rolle spielen. Kein Panelanbieter ist davon ausgenommen. Ob durch Sachprämien, Punktesysteme oder Bargeld – letztlich sind diese Belohnungen essenziell, um Teilnehmer langfristig zur Mitarbeit zu motivieren. 🎯 Die zentrale Frage ist also nicht, ob Anreize genutzt werden, sondern wie sie gestaltet sein sollten, um sowohl die Motivation der Teilnehmer als auch die Qualität der erhobenen Daten sicherzustellen. 💬 Wie seht ihr das? 👉 Sind Gamification & finanzielle Anreize ein Problem – oder einfach notwendig?

🔍 Household Panels in Transition: Key Developments at NielsenIQ, GfK, YouGov and Kantar In numerous client discussions, I have noticed recurring uncertainties regarding the household panels of NielsenIQ, GfK, YouGov and Kantar. With the planned IPO of NielsenIQ on the horizon, it is crucial to provide a clear understanding – both for investors and potential clients of these providers.

🔥 The “Trump Effect” in Negotiations – When Shock Strategies Become the Norm – The Iceberg is Upside Down 📢 A well-known negotiation tactic: Make an exaggerated, absurd demand—not because you expect to get it, but to push your counterpart into a defensive position. Donald Trump perfected this method: Start with extreme demands, then gradually walk them back. The result? The other party focuses on fending off the extremes, leaving little room to assert their own demands. 🎯 This pattern is increasingly evident in the market research industry. Suddenly, drastic price increases, additional fees for previously free services, or more restrictive usage rights are on the table. The goal? To shock the negotiating partner and throw them off balance, making it harder for them to defend their position with clarity and confidence. 🧊 The Upside-Down Iceberg Effect: Normally, only the tip of an iceberg is visible, while the largest part remains hidden beneath the surface. Here, however, it’s the opposite—an enormous mountain of demands is presented, but there is often little real substance behind it. ⚠️ Don’t assume that your next contract negotiation will be as collaborative as it was three or five years ago. Market research firms have refined their negotiation strategies - it’s time to adjust yours to avoid being caught off guard. 🤝 I help companies navigate these tactics with confidence and strategy - to achieve fair, sustainable negotiation results on equal footing. Let’s connect! #NegotiationTactics #PricingStrategy #MarketResearch #Trust #ContractNegotiation #Partnership

The Planned IPO of NielsenIQ: What Does It Mean for Companies Relying on Market Research Data? An IPO not only creates cost pressures beforehand but also sets long-term expectations for revenue and margin growth. As a publicly traded company in the future, NielsenIQ will face constant pressure to deliver shareholder value – often leading to price increases, efficiency measures, and new business models. Here are some scenarios that customers can, in my opinion, expect: 🔹 Pricing and Contract Changes: Higher costs for market research reports and data subscriptions, along with standardized, less flexible licensing models. Additional data access could come with extra charges. 🔹 Data Quality and Availability: Expansion of premium services, while low-margin services may be reduced or become more expensive – especially for customized datasets. 🔹 Data Privacy and Compliance: Increased commercialization of existing data and potential changes in data privacy policies, storage, processing, and sharing. 🚨 My Advice: Companies should prepare early for these changes. Now is the time to review existing contracts, negotiate terms, and explore alternative data sources. Proactive steps will ensure continuous data supply and maintain competitiveness. If you need advice, you can gladly rely on my decades of experience. https://lnkd.in/eEEMFm7s

I had the pleasure of working with Rakhee for many years at NielsenIQ, and I can wholeheartedly recommend her as an exceptional expert in the field of insights and market research. Her deep expertise, analytical skills, and strategic thinking consistently stood out, and she always brought valuable perspectives to every project we worked on together. Rakhee is not only highly knowledgeable but also a true team player, making her an asset to any organization. I highly recommend connecting with her if you’re looking for top talent in the insights and market research industry.

Update from Circana regarding their own US Consumer Panel. Circana operates its own household panels in the USA and Australia but collaborates with partners in other countries.

The partnership between YouGov and Circana in Germany, Italy, and the Netherlands brings new momentum to the market. The enhanced integration of household and retail panel data offers new analytical opportunities for customers of both companies. At the same time, this increases competitive pressure on NielsenIQ in these markets. #nielsenIQ #Circana #yougov

📊 2025: Your Market Research Supplier is Going Public – What Does it Mean for You? 🔍 An Initial Public Offering (IPO) by a market research supplier inevitably brings significant changes for customers. To identify potential challenges early and address them effectively, it is crucial to carefully analyze the financial implications, strategic realignment, and the quality and scope of services offered. Since 2021, I have been supporting FMCG companies in comprehensively evaluating their existing processes and the use of market research data, developing tailored solutions, and negotiating and implementing these solutions collaboratively. Leverage my expertise to be fully prepared for your negotiations in 2025 and gain clarity on the following key aspects: 1. Financial Implications ✅ Review pricing adjustments: Monitor potential price increases or changes to pricing models. Are these justified? ✅ Keep contract terms in focus: Examine existing contracts and negotiate proactively to ensure planning security. 2. Strategic Changes ✅ Focus on short-term profits: Clarify whether the supplier continues to prioritize long-term partnerships or shifts its focus to short-term margin increases and quarterly targets. ✅ Evaluate alternatives: Explore alternative data sources and service providers to strengthen your negotiating position and reduce dependencies. 3. Quality and Service ✅ Monitor service and delivery quality: Ensure that the supplier continues to invest in service and quality despite going public. Being proactive and well-prepared will help you navigate the changes brought by your supplier’s IPO and secure the best outcomes for your business in 2025. Let’s work together to achieve this!

The past three years have shown that long-standing partnerships between global market research institutes and their clients have been put to the test. 🌍📊 Looking ahead, I am excited about many new projects in the coming year. 🚀 Until then, I wish you restful holidays and a healthy, successful start to 2025! 🎄✨

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