LOCATION PANEL METHODOLOGY: Panelists, Composition, and Normalization
Location measurement is one of the newest fields in market research and is rapidly changing the way brands understand and take action on consumers’ offline behaviors. Accurately measuring location is more than just data volume; it requires mathematical models, real-world context, and the ability to observe the complete path of consumer activity.
To measure consumers’ location activities, Placed has built the largest opt-in location panel in the industry. Placed passively measures the location of panelists on a 24/7 basis, and also obtains demographic information from panelists during the registration process. This data is then used to provide insights into consumer real-world behaviors and effectiveness of advertising.
- Location panel methodology including privacy
- Panel composition
- Normalization process
- Computing visit probability
- Practical applications