解碼購物者行為

Worldpanel by Numerator

在中國

透過 Worldpanel 解讀消費者行為

在中國市場，Worldpanel 作為 CTR 旗下的一員，提供綜合性的持續性消費者研究，用以衡量真實的購買與消費行為。我們深入解析消費者的決策過程，為本地及國際品牌與零售商提供精準的行為洞察。Worldpanel 的研究網絡遍及全球 65 個市場，覆蓋近 60 億消費者，能從多維度呈現人們的視角、想法、購買與使用行為，將數據轉化為競爭優勢，協助企業做出自信的決策並實現永續成長。

樣本與解決方案

Worldpanel’s Purchase Panel covers 62,000 urban households across Tier 1 to Tier 6 cities, representing 273 million urban households nationwide. Using an omnichannel, continuous approach, it tracks complete in home FMCG purchasing behaviour across more than 100 categories and 50,000 brands. The panel captures who buys, when, where, what, how often, and whether purchases are promotional, across all major retail, e-commerce, and emerging channels, delivering a robust view of urban consumption.

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Our Out of Home Panel uses smartphone technology to continuously track purchase and usage behaviour of consumers across Tier 1 to Tier 5 cities. It captures what is bought, why, where, and how products are consumed across snacks and beverages, from retail to impulse channels such as restaurants, vending machines, and petrol stations. This provides a clear view of out of home consumption patterns and highlights key opportunities for growth.

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The Beauty Purchase Panel covers 57,000 consumers across Tier 1 to Tier 5 cities, delivering deep insight into personal care purchasing and usage behaviour by age and gender. Using real time smartphone tracking, diaries, and questionnaires, it captures skincare routines, shopping baskets, media exposure, and decision making. This enables detailed understanding of who buys, when, where, why, and how, helping brands track trends and shifting behaviours with precision.

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The Baby and Kid Panel tracks 9,000 urban households with children under six, projecting a representative view of the infant and child market across Tier 1 to Tier 5 cities. It monitors purchasing behaviour across all major channels and key baby categories including formula, baby food, diapers, wipes, and skincare. This continuous insight helps brands understand channel dynamics, consumption trends, and evolving needs across early life stages.

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The Fresh Food Panel continuously monitors purchasing behaviour of 20,000 urban households across Tier 1 to Tier 5 cities. By analysing fresh food shopping baskets, it captures market dynamics across vegetables, fruit, seafood, meat, eggs, and bean products. Coverage spans modern retail, e-commerce, on demand platforms, open markets, and specialist stores, providing a detailed and representative view of fresh food consumption and channel shifts.