Continuous studies

Content
Research that is carried out without interruption in time. The sample can either consist of the same people (panel) over time or change.

Application
Observation and gathering of quantitative information concerning:
• the consumption of daily products;
• everyday habits like media behaviour, time allocation, lifestyle.

Advantages
• most suitable for calculating consumption volumes and market shares;
• in case of panel researches (the same group of people over time) changes in consumers' behaviour are registered;
• when studying different people in each wave, one has an accumulation of data on a large sample, which allows for consumer segmentation into smaller samples.