The customer panel study is based on a sample group of over 500 customers whose buying behavior is believed to be representative of the entire market. It provides market share by customer segment as well as industry sales in the product category. The market share figures represent the proportion of respondents who have purchased a given product during the simulated period. The report gives the information for each product currently on the market in total and by customer segment; see Figure 21.
Figure 21 – Market Research – Customer Panel – Market shares
Additional charts give the unit product category sales by customer segment and in total. The relative sizes of the customer segments are provided as well; see Figure 22.
Figure 22 – Market Research – Customer Panel – Market shares