Word of Mum will launch in January 2010 and will replace Bounty’s former consumer panel via Research Now.
Bounty says the Word of Mum panel will be representative of young families from mums to be through to families whose youngest child is four years old.
Researchers will have access to a “deeply profiled” panel of consumers via EasyInsites’ EasyExchange platform.
Profiling will include time sensitive data, children’s ages, panellist’s retail relationships and media consumption, as well as standard demographic data.Through online qualitative and quantitative methods including mobile and webcam, families will now have more flexibility to participate in research.
Vicki Kateley, Bounty research manager, says: “We are very excited about the greater breadth and innovative functionality of our new panel. We will benefit enormously from increasing the ways in which we can talk to our members using this range of flexible and even fun methodologies. This will enrich Bounty’s consumer insight and ensure we and our brand partners continue to support young families in the most timely and appropriate way.”
Bounty has more than 2.5 million members