MSA and Paradigm Sample™ launched Convenience Consumer Insights Panel (cciPanel), the consumer research field's first mobile panel designed to capture sales information from hard-to-reach younger shoppers within the convenience-store channel. The cciPanel marries Paradigm Sample's thought leadership and innovation in market research data collection with the demand-chain shipments data MSA manages for leading CPG manufacturers, as well as MSA's world-class panel analytics. The age group (18 - 34) most likely to shop at convenience stores also happens to be the group that is the hardest to understand through traditional research methods. They are also the most connected through technology - immersed in digital technology via their mobile devices, proficient multitaskers, and constantly on-the-go. The cciPanel takes advantage of that connectedness among this key consumer segment and leverages it into valuable consumer insights for channel stakeholders.

cciPanel, comprised of respondents aged 18+ screened as regular convenience-store shoppers, captures:

• In-store experiences
• Reactions to product advertising and promotions
• Trial and repeat likelihoods
• Price sensitivities
• Brand switching rationale
• Product and/or retailer satisfaction
• Store visitation habits

The combination of reaching consumers through technology they use every day and providing appealing redemptions typically means a 40%-50% response rate and a 90% or higher completion rate on surveys.

Syndicated and Custom Services

Subscribing to syndicated insight reports gives our clients fresh and trended results on a quarterly basis. We ask each panelist topical channel and category-specific questions while also collecting demographic and basic shopping information. The basic shopping information includes how frequently they shop at convenience stores, how much they usually spend, and if they're making a special trip or stopping while they're out.

Clients can then see a breakdown for the consumers of their product category including:

• Who is buying the products
• What else they are buying
• Why they are shopping at that particular convenience store
• Why they picked the item/brand
• How much they usually spend per trip
• Whether they are brand or store loyal
• And more…

In addition to the syndicated results, clients can customize studies to suit their research objectives, including engaging consumers at the point of purchase. For more information about cciPanel contact MSA at info@msa.com or if you're already a client, talk to your MSA Client Service Representative.

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