The AiMark Foundation is the trusted third party for the leading global scanner data institutes GFK and Kantar for over 20 years. Our data partners collect scanner data from a representative sample of households within a given country. For this they use consumer scanning panels and consumer retail panels.
On behalf of our data partners, we support top academic research with data that is provided by the data partners pro bono (commercial value usually between €50,000 – €2,000,000). AiMark will charge service fees to cover the foundation’s overhead costs.
Data will be provided based on our Call for Proposal procedure. We provide data ‘as it is’, meaning that we depend on the way the local research institutes have collected data in the past. We advise that you contact us before you start writing your proposal. Our Team Lead Data & Member Services will be able to inform you in detail about specific availabilities.
AVAILABLE DATASETS
Household Scanner
Our data partners track the consumer purchase behavior of Fast Moving Consumer Goods (FMCG) products. In the main FMCG markets these continuous panels are based on scanning technology (e.g. ConsumerScan, Worldpanel, etc).
The AiMark Foundation can readily provide this household scanner data for 37 countries for over a decade.
You will be able to analyze data at the respondent level, taking into account detailed brand and retail outlet information (but you have to anonymize your results in your publications). This data provides insights into the performance of brands, categories and markets in terms of e.g. volumes, values, pricing, penetration, buying frequency and loyalty. Since ‘profiles’ of the panel members are known, ‘socio demographics’ profiles on age, income, region, lifecycle, etcetera are also available.
Retail Scanner Data
Our data partner GfK Retail & Technology could provide data for many Slow Moving Consumer Goods (SMCG) categories, like durables. Please keep in mind you will not be allowed to analyze at individual store level. We will provide aggregated datasets with time series of volume or value sales of brands, brand groups etcetera and in some cases including marketing mix measures.
DATA COMPATIBILITY
Whether the reason is to validate, control, or enhance the research, members of our AiMark community have supplemented the micro scanner data with other sources in the past. Below is a limited list of data sources that have successfully been linked with the data provided through AiMark.
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promotional data; advertising data; attitudinal and ‘ad hoc’ data (e.g. our Global Brand Assessment Center, evaluating up to 100 categories and thousands of brands); trading zone data; country characteristics (like trade structure, culture, economics, etc.); data of top 16 international retailers; mind metric data; …and more (spin offs from projects carried out in the past).
