Understand Who Is Using Your Products

The Intended User Survey is a unique service that allows marketers to understand not only who is buying a product, but also who in the household will use it. Target your marketing efforts more effectively by understanding the buyer and the end user.

Use the Intended User Survey for product categories such as shampoo, deodorant, cereal, yogurt, or other categories where households typically buy a number of different brands or varieties to satisfy each member in the home.

How It Works

The ACNielsen Homescan Panel of 61,500 U.S. households uses a patented hand-held scanner to record all UPC barcoded products. A selected sample of panel households, based on purchase or demographic criteria, loads a predefined list of UPCs into their in-home scanner.

When one of the scanned-in UPCs is purchased, the scanner will prompt the buyer "WHO WILL USE IT?". Since the name, age, and gender of all household members is already programmed into the scanner, the buyer will just answer YES or NO when the appropriate names appear.

Who Is Eating The Kids' Cereal?

While a significant percent of kids' cereal volume is consumed by adults, all three brands display underdeveloped volume indices among adults relative to their share of the population (see below).

In contrast, the category is highly developed among kids <18, with all three brands displaying strong volume indices.

Intended User Survey helps you to:

• Pinpoint who in the household uses your products and develop promotion plans to address their needs.
• Target marketing efforts more effectively.