Forrester Starts Ultimate Consumer Panel

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Forrester Research Inc., Cambridge, MA, announced the launch this week of its Ultimate Consumer Panel, a single-source, opt-in panel that electronically captures online and offline behavior from a representative group of more than 10,000 U.S. households.


Clients can use data and analysis from the panel to better understand current and prospective customers, hone marketing strategies and messages, predict adoption rates for new products and services and gain intelligence regarding their markets.


Because Ultimate passively tracks the behavior of a consistent panel over time, Forrester said, its data analysts collect and analyze information that is more accurate and timely than self-reported survey results and diary panels.


Customers that have signed up include MasterCard, Wells Fargo & Company and Household Credit Card Services.


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