1. Open Trade Methodology
That’s why we continue to develop better solutions to help you meet the needs of today’s consumers, and find out where they’re headed next.
We study consumers in more than 100 countries to give you the most complete view of trends and habits worldwide. And we’re constantly evolving, not only in terms of where we measure, or what we measure, but also in how our insights can help you drive profitable growth.

2. Receive Scan data from cooperative chains
We then process and consolidate the data into our reports
Independent Drug
Scan Data
Independent Supermarket
“Donor store” methodology using KA supermarket as panel stores
Retail Report
Consolidate

3. KEY OBJECTIVES OF OT PANEL
To refresh our panel stores and offer more granularity
SPEED & QUALITY
It Is our global initiative to modernize our data collection methodology in order to ensure quality and timeliness of data collected
DIGITAL
Having more digitized format of data collection enables future enhancement such as trade analytics, pricing and more accurate Open Trade execution strategy.
COOPERATION
With a more digitized cooperating panel of stores, we can accurately represent the right balance of big and smaller Open Trade stores in Hong Kong

4. FUTURE ENHANCEMENT Empowered by digital collection methodology
MORE TIMELY DELIVERY
MORE GRANULAR READ
TRADE ANALYTICS
More prompt reporting of in-market data
Weekly & by region/district
Robust analytics on store segmentation & execution

5. Steps for Open Trade projection
The panel is designed to represent market reality of retail landscape
Universe Estimation & Sample Size Design
Stratified Sampling
Cell structure based on Geographical Area and Shop Type
Maximize homogeneity within cell
Disproportionate Sampling
Unequal sample size ratio among cells
Based on cost effectiveness to determine sample size
Universe Estimation
Base on Census information, to get the Universe number and structure (store type allocation) by panel.
Sampling Method 20 40
120 15 34 24 7 12 10
UNIVERSE 2 4 13 6 5 3
SAMPLE
SHOP TYPE
GEOGRAPHICAL AREA
HK Island
Kowloon
New Territory
Example
Supermarket
Drug Store
CVS
Grouping outlets into segments by geographical area & shop type
1. Decide how many samples we need to project - before understand how many sample we need to project , we have to know the size of universe - allocate how many samples 1.1 estimation -> we use rolling census
Control

6. Steps for Open Trade projection
The panel is designed to represent market reality of retail landscape
Hide 2,3
Universe Estimation & Sample Size Design
Sample Selection
Sample Projection
Universe Estimation
Rank Stores in Each Cell
Data collection from Sample stores
Base on Census information, to get the Universe number and structure (store type allocation) by panel.
Base on sampling framework
Stock
Purchase Record
Any wholesale/ return goods
Stratified Disproportionate Allocation
Systematic Random Sampling
Randomly select the 1st sample
Determine fixed interval = Universe / Sample Size
Systematically Select the Remaining sample stores with fixed interval
Grouping outlets into segments by geographical area & shop type

7. Steps for Open Trade projection
The panel is designed to represent market reality of retail landscape
Universe Estimation & Sample Size Design
Sample Selection
Sample Projection
Universe Estimation
Rank Stores in Each Cell
Data collection from Sample stores
Base on Census information, to get the Universe number and structure (store type allocation) by panel.
Base on sampling framework
Stock
Purchase Record
Any wholesale/ return goods
Stratified Disproportionate Allocation
Systematic Random Sampling
Randomly select the 1st sample
Determine fixed interval = Universe / Sample Size
Systematically Select the Remaining sample stores with fixed interval
Grouping outlets into segments by geographical area & shop type
Control

8. Summary of Open Trade Methodology
1. Determination of sample stores based on Universe estimation
2. Collection of data for those sample stores to project 100% open trade market
3. Continuous monitoring of the accuracy and representativeness of our open trade data through coverage and pick-up analyses
Universe Estimation & Sample Size Design
Sample Selection
Sample Projection