Retail audits and consumer panels provide marketers with insights into market dynamics, brand performance, and consumer behavior. A retail audit systematically examines a firm's retail efforts by physically counting stock holdings and store purchases. It measures metrics like market share and distribution. A consumer panel consists of representative households that report purchases over time to track metrics like purchase frequency, size, and loyalty. Both provide timely, detailed data to help marketers understand opportunities and improve strategies.
UFLL 2019 _ BBO _ Seventh Generation _ Lâm Tiên KhảiKhải Tiên
@NgocPhuoc @NgocTran @Tien Khai prepared this deck. I leanred that 3C in creating big idea is needed to create consistency and problemsolver. Otherwise, it is just a nonsense propoganda
Young Marketers 8 - Elite assignment 1.1 - Team-1LinhV227
Consumer Insight ở level Brand Positioning, Brand Communications Idea và Brand Idea: định nghĩa và phân biệt
Cho 3 ví dụ làm rõ phần trả lời ở trên ở 3 thương hiệu local ở 3 ngành hàng khác nhau tại Việt Nam.
Team 1:
Vũ Nguyễn Mai Linh
Đỗ Tấn Phát
Lê Ngọc Quỳnh Chi
Trần Thị Phương Trâm
Young Marketers 10 - Final Report - Nguyễn Văn TuyềnPhong Lê
(*) Đây là chiến dịch thử nghiệm từ ý tưởng của các thí sinh vòng chung kết tại cuộc thi Young Marketers mùa 10 với sự bảo trợ chuyên môn từ đường dây nóng Ngày Mai và Dentsu Redder.
Young Marketers - Building future purposeful marketing leaders since 2013
------
Đồng hành với Young Marketers mùa thứ 10 là đối tác từ 2013 Brands Vietnam và Dentsu Redder, cùng với đối tác truyền thông Advertising Vietnam từ 2018.
UFLL 2019 _ BBO _ Seventh Generation _ Lâm Tiên KhảiKhải Tiên
@NgocPhuoc @NgocTran @Tien Khai prepared this deck. I leanred that 3C in creating big idea is needed to create consistency and problemsolver. Otherwise, it is just a nonsense propoganda
Young Marketers 8 - Elite assignment 1.1 - Team-1LinhV227
Consumer Insight ở level Brand Positioning, Brand Communications Idea và Brand Idea: định nghĩa và phân biệt
Cho 3 ví dụ làm rõ phần trả lời ở trên ở 3 thương hiệu local ở 3 ngành hàng khác nhau tại Việt Nam.
Team 1:
Vũ Nguyễn Mai Linh
Đỗ Tấn Phát
Lê Ngọc Quỳnh Chi
Trần Thị Phương Trâm
Young Marketers 10 - Final Report - Nguyễn Văn TuyềnPhong Lê
(*) Đây là chiến dịch thử nghiệm từ ý tưởng của các thí sinh vòng chung kết tại cuộc thi Young Marketers mùa 10 với sự bảo trợ chuyên môn từ đường dây nóng Ngày Mai và Dentsu Redder.
Young Marketers - Building future purposeful marketing leaders since 2013
------
Đồng hành với Young Marketers mùa thứ 10 là đối tác từ 2013 Brands Vietnam và Dentsu Redder, cùng với đối tác truyền thông Advertising Vietnam từ 2018.
Leveraging the modern purchasing funnel is one of the most powerful ways of maximising business ROI from your brand and marketing spend. Do you really know what the purchasing funnel is for your category, how you are performing against your competitors, where the holes are in your funnel, and how many customers you are really losing?
Need to strengthen collaboration Retailer-Supplier?
If manufacturers and retailers wish to achieve top performance under the new commercial scenario, they must re-define the rules of the game, develop an integrated vision of opportunities and threats to be faced and push the limits of collaboration to unprecedented levels. Not easy, but possible.
Our Model of Cooperation for Growth
At TMC Consulting we have developed an innovative planning model that ensures integration and team effort. The advantage of this model is that the end result is an Account Plan built with the joint effort and collaboration of the industry and retailers, focusing on the most relevant and shared opportunities to generate value for all players.
How to use brand analytics to lead a business review on your Brand
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Customer segmentation is the process of dividing customers into groups based on common characteristics so companies can market to each group effectively and appropriately.
Segmentation allows marketers to better tailor their marketing efforts to various audience subsets. Those efforts can relate to both communications and product development. Specifically, segmentation helps a company:
Create and communicate targeted marketing messages that will resonate with specific groups of customers, but not with others (who will receive messages tailored to their needs and interests, instead).
Select the best communication channel for the segment, which might be email, social media posts, radio advertising, or another approach, depending on the segment.
Identify ways to improve products or new product or service opportunities.
Establish better customer relationships.
Test pricing options.
Focus on the most profitable customers.
Improve customer service.
Upsell and cross-sell other products and services.
Welcome to "Maximizing Amazon Retail Advance: Part 6," the concluding segment in our series dedicated to optimizing success with Amazon's advanced retail solutions. In this presentation, we'll explore additional strategies and tactics to further enhance your Amazon Retail Advance strategy and drive continuous growth and success on the platform.
Firstly, let's delve into advanced inventory management techniques. Efficient inventory management is essential for meeting customer demand, minimizing storage costs, and maximizing sales. Learn advanced tactics for demand forecasting, inventory replenishment, and inventory turnover optimization to ensure optimal stock levels and customer satisfaction.
Next, we'll discuss pricing optimization strategies. Pricing plays a critical role in driving sales and profitability on Amazon. Discover advanced pricing strategies, including dynamic pricing algorithms, competitive price monitoring, and price elasticity analysis, to help you maximize revenue and profitability while remaining competitive in the marketplace.
Furthermore, we'll explore advanced analytics and reporting capabilities. Leveraging advanced data analytics tools and reports can provide valuable insights into your business performance, customer behavior, and market trends. Learn how to interpret data, identify key performance indicators (KPIs), and track progress towards your business goals to make informed decisions and drive continuous improvement.
Additionally, we'll touch on strategic partnerships and collaborations. Collaborating with complementary brands, influencers, or industry partners can help you amplify your reach, access new audiences, and drive sales. Explore advanced strategies for identifying and cultivating strategic partnerships that align with your brand values and objectives to drive mutual success.
Moreover, we'll discuss innovation and product development strategies. Staying ahead of trends and evolving customer preferences is essential for maintaining a competitive edge in the marketplace. Learn advanced techniques for innovating your product offerings, introducing new products, and adapting to emerging market trends to stay relevant and meet evolving customer needs.
In conclusion, mastering these advanced strategies will empower you to maximize your success as a participant in Amazon Retail Advance and achieve sustained growth and profitability on the platform. By leveraging advanced inventory management, pricing optimization, analytics, partnerships, and innovation strategies, you'll be well-positioned to thrive in the competitive e-commerce landscape and unlock new opportunities for success on Amazon's platform. Join us as we maximize your Amazon Retail Advance strategy and pave the way for continued growth and success.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
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2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
2. Marketers need detailed insights into market dynamics in order
to harness category opportunities and plan for the future
• Company audit
specialist
• Company
department
manager
• Outside auditor
Who
• Done on a
MONTHLY Basis
• Yearly
subscriptions are
bought by
companies
WHAT IS A RETAIL AUDIT ?
Is a full process which systematically examines and evaluates the firms total retailing
effort to measure brand performance & idealing from key objective-related findings.
When
• Urban and Rural
regions
• Various Retail
Channels: GT,
MT, On
premises, Off
premises
Where How
Data is based on measurement of consumer sales from a
sample of outlets designed to reflect the channel being
measured.
The same fixed sample is audited on a monthly basis with
field auditors physically counting retail stock holdings, then
recording store purchases from any source (warehouse,
wholesaler or direct).
The ongoing measurement of these variables produces
consumer sales as well as vital in-store information.
3. 6 MAIN POINTS IN RETAIL AUDIT REPORT
Measure Market Size & share by:
• Volume/ Value sales & share
• Volume/ Value share of trade
• Numeric/ Weighted distribution
• Numeric/ Weighted out of stock
Average Sale Per Point of
Distribution
• Retail purchases
• Retail purchase share
• Stock share
• Forward/reserve stock
• Stock to sales ratio
• Stock turnover ratio
• Stock cover day
• Price per pack
• Average price per unit
PURCHASE
STOCK
PRICE
CONSUMER
SUPPORT
DISTRIBUTION
VOLUME/
VALUE
RETAIL
AUDIT
1. Improve Category Understanding: Where are
the opportunities for category growth?
2. Track Retail Performance: What is my market
share and trends?
3. Manage Distribution: Where are the
distribution gaps and opportunities? Are out-of-
stocks an issue?
4. Analyze Promotion Efficiency and
Effectiveness: Which product promotions have
the most impact on the company / brand
growth?
5. Evaluate New Launches: How much has the
overall market share grown as a result of the
new launch? What is the post-launch distribution
build up in successful cases?
Key Objectives
Standard Report must have three part:
I. OVERVIEW ABOUT TREND OF CATEGORY
II. REVIEW BRAND PERFORMANCE
III. CONCLUSION & RECOMMENDATION
4. Identify potential segments/sources
of growth
Nielsen identify the strong
growth dominated by middle
class need for ‘Affordable
Premium’ so that they do
retail audit to check &
improve store performance
for better capture the
consumer demand
Help business capture better the
consumer demand
Sources: Nielsen Retail Audit Report 2012
Identify potential markets for
expansion
Nielsen find out the
opportunities to grow and
increase the profit at
drinking yoghurt market (+27%)
Nielsen figure out the new trends in F&B
market ( from out of home to in home
entertainment) and this is an opportunity
for business to drive category further
5. Listerine recovered share via higher growth vs. competitors
TOP BRANDS SHARE
Source: Nielsen
• MW category decline 16% in volume while flat at 0%
mainly via price increase and premium launch
•Drive penetration but needs learning to define going with barrier or motivators
• Building trial crucial to get new users
EXAMPLE:
6. Panel consists of persons, households or business firms
who report their purchase activities at periodic intervals
and who are selected based on a combination of their
willingness and representativeness.
In a consumer panel, there is a permanent sample of
respondents.
CONSUMER PANEL DEFINITION
Consumer panel different from a survey. In a survey, a fresh sample is selected
In a panel research, the same panel is used again and again for the collection of information
7. Average number of
times each buyer
purchases the brand
during the given time
period
Average purchase
volume purchased each
time the product is
bought
Average volume
purchased by buyers
during the given time
period
Number of Household
purchasing the product
at least once during the
time period
Purchase Frequency Purchase SizeBuying ratePenetration
Purchase cycle only
considers the number
of purchase occasions
among repeat buyers
(in number of days) and
gives a feel for the
consumer usage rate of
the product
It represents the
percentage of category
volume purchases
among item buyers who
are satisfied by that
item
Percentage of buyers
that make 2 or more
purchases during a
given time period
Percentage of Brand
volume show that a
panelist reported “ On
Deal “
E.g: Manufacturer
coupons, Store coupons,
Store Deals
Purchase Cycle Brand LoyaltyRepeat rateDeal Propensity
By answer these question, we can
find out some key measures about
consumer in order to reach the objective
KEY MEASURES ABOUT CONSUMER
UNDERSTAND why consumers choose & switch brand
Measuring short and long term purchase patterns with the effect of promotional deals
Acceptance of new products
How long after introduction consumers tend to buy new products
CONSUMER PANEL
OBJECTIVE
Who are your consumers ?
How often do they buy ?
Where do they shop ?
Are they loyal to your brand ?
How do they respond to your marketing
efforts ?
Why did sales increase ?
To which competitor did my brand lose
share ?
What caused my shares to decline ?
Purchase Frequency or Purchase size ?
8. 6 MAIN POINTS IN CONSUMER PANEL REPORT
DATA
COLLECTION
AFTER
SHOPPING TRIP
PURCHASE
RECORDING
STORE/CHANNEL
PURCHASE
HABITS AND
DEMOGRAPHIC
GROUPS
BUYERS STUDY
QUANTIFICATION
AND DESIGN OF
STRATEGIES
CONSUMER
PANEL
• Geographically
dispersed and
demographically
balanced
• Sample profile matches
the population closer
• Demographics
• Attitude and opinions
• Projected to census estimates – updated – population changes
• Quantification of
composition or
brand volume
• Consumer
purchase behavior
• Shopping habits
• Collects Consumer shopping and
purchase data from all outlet
channels
• Sales
• Penetration
• Buying rate
• Switching
• Purchase Frequency
• Purchase size
1. Purchase information
2. Date of purchase
3. Age and sex of primary and secondary
shopper
4. Store name
5. Usage of frequent shopper cards
5. Complete item description through
UPC(Universal Product Code) dictionary.
6. For each UPC, the number of units,
price paid, and deals used.
Dealing – specified by the panelist as
manufacturer coupon, store coupon, store
sale, or other.
7. Source of the coupon – at home, at the
register, elsewhere in the store
8. Total shopping trip purchase amount.
9. Method of payment – cash, cheque,
credit card, or debit card.
Example of some main points in a
Consumer Panel Report
Standard Report must have three part:
I. OVERVIEW ABOUT TREND OF CATEGORY
II. REVIEW ABOUT CONSUMER U&A
III. CONCLUSION & RECOMMENDATION
9. DEVELOP SHOPPER STRATEGIES BASED ON CONSUMER PANEL REPORT
Long lasting scent
makes me feel attractive ( esp under 25)
One that others comment on ( esp under
25)
Makes me feel seductive (esp 25-49s)
Changes or enhances the mood
Change of mood (71%)
Special Occasion (54%)
Change of season (28%)
Friend’s recommendation (16%)
Popularity of scent (10%)
No particular reason (15%)
In choosing to buy, 53% would tend to try a
new brand
47% would buy their favorite brand
25-49 know what they want but also tend
to buy on impulse
Under 25 tend to exlore different scents
and brands
Three out of five customers were more
likely to buy a fragrance samples in a
magazine ( foil pouch samples preferred)
Three out of four customers say that when
they find a fragrance they really like, they
tell their friends about it
Consumers on average buy 4 fragrance a
year
25-49 prefer to shop for fragrance without
being bothered
Trend towards fresh, clean, flowery, fruity,
citrus
Trend away from marine, herbal, musky,
spicy, woody
Under 18 prefer citrus notes
Under 25 prefer fruity and flowery notes
What are consumers looking for in a
fragrance
Reason for switching to a different
fragrance
Purchase decision making and
behavior
Fragrance types and propensities
EXAMPLE: FRAGRANCE INDUSTRY CONSUMER PANEL REPORT
Get key information in report:
In choosing to buy, 53% would tend to try a new brand - 47% would buy their favorite brand
Develop a shopper strategy:
Trying before buying: We give the large number of new and existing brands vying for people’s
attention on- shelf and provide more opportunities for them to test our brands
10. NoteRETAIL AUDIT CONSUMER PANEL
Precision
• Timeliness
• Reduced bias : they measure product/brand movement at the
point of sale (retail level)
• Sales/ competitive activities are also reported
• Data is timely and readily available
Allow to generate information such as:
• Product/brand sales in relation to competition
• Effectiveness of shelf space and POP displays
• Sales at various price points and levels
• Effectiveness of in store promotions
• Direct sales by store type, product location, territory and region
Continuous supply of information: Any kind of similarity or change in
consumption a pattern can be easily gauged.
Longer interviews are possible : as the panel members are met on an
ongoing basis , the panel members can be interviewed for a longer time
( the panel members know the interviewer)
Economical method: as information is collected from same consumers
on a regular basis, it’s comparatively cheaper.
Time saving
Reliable information
Advantages
Biased information : Over a period of time , the panel members may
give biased answers
Absence of representative character: the small panel can never
represent the entire class of consumers. Drawing conclusions based on
panel readings can lead to wrong judgements.
Panel members drop out : over a period of time , some panel members
drop out. In such a scenario, identifying new consumers with similar
characteristics is not easy.
Limited cooperation: initially the panel members are very cooperative.
As time goes by, their cooperation level/ enthusiasm falls.
Disadvantages
Costly
Time-consuming.
Performance measures may be inaccurate
Employees may feel threatened and not cooperate as
much as desired.
Collection of incorrect data
Management may not be responsive to the findings.
Advantages
Disadvantages