Definitions used in a predefined panel

Below are some common definitions you will likely see in the list of predefined panels:

  • Users - Current user of the product being tested

  • Non-users - Respondents who are currently not a user of the product being tested

  • Considerers - Current non-users who would at least consider purchasing the product being tested

  • Non-rejectors - Current non-users who are not considerers but still has a possibility of purchasing the product

  • Rejectors - Current non-users who would not consider purchasing the product/brand being tested

  • P12M - Respondents who were users of the product in the past 12 months (duration can be modified to past 3 months (P3M), past one year (P1Y), etc.)

  • N12M - Respondents who are likely to purchase a product in the next 12 months (duration can be modified to next 3 months (N3M), next 2 years (N2Y), etc.)

For example, screening questions for consumers of instant noodles can be:

  • Which of the following ready-to-eat meal do you usually purchase for your personal use? Please select all that apply.

    • Macaroni and cheese
    • Instant noodles (Users if selected)
    • Soup
    • Mashed potatoes
    • Lasagna
  • [shown to Non-users] Would you consider buying instant noodles for your household?

    • Definitely would consider (Considerers)
    • Probably would consider (Considerers)
    • Maybe (Non-rejectors)
    • Probably would not consider (Rejectors)
    • Definitely would not consider (Rejectors)
By default, we recommend that both Users and Non-rejectors are included in the analysis to get a full picture of the survey as this helps to identify new conversions. In addition, including only users may bias the results as users have already bought into the benefits of the product.