Firms Launch 'Grocery Voice' Online Shopping Panel

MyWebGrocer, which runs web sites on behalf of grocery chains and sells ads to CPG companies across these sites, has partnered with FGI Research to launch the 'Grocery Voice' online research panel of digitally active grocery shoppers.

MyWebGrocer manages digital solutions for more than 130 retailers nationally, representing more than 10,000 stores, and 90+ major CPG brands, while FGI Research provides market research services and shopper insights to global brands in CPG, grocery retail, and other industries.

Their new panel is made up of respondents who have opted in to provide information about their shopping habits, which will be used to help advertisers understand the opinions and behaviors of shoppers and measure the impact of digital ad campaigns on consumers.

Alec Newcomb, Chief Strategy Officer at MyWebGrocer, says that the panel will complement his firm's existing advertising effectiveness reports that measure the impact of CPG campaigns.

David Wilson, CEO at FGI Research, adds: 'Not only will advertisers be able to determine whether their efforts are directly affecting consumers' purchases, brand equity and preference, they can also leverage the panel to gain a better understanding of many digital activities. The Grocery Voice panel allows us to serve CPG companies with data-based analytics that provide insights on how to best influence shoppers along the digital path to purchase.'

Web sites: www.mywebgrocer.com and www.fgiresearch.com .