A living dataset

We continuously seek to improve the full gfknewron Consumer dataset. Every quarter, back-data is run through our full frameworks to ensure that any improvements are reflected in the data.

As examples, this includes:

• Adding in new derived variables
• Removing discontinued metrics
• Merging / renaming of retailers / brands
• Adding retailers / brands to code frames
• Enhancements to data quality processes
• Inside/ outside panelmarket classification changes
• Recalibrations / weighting (if the above impacts a weighting input)

Note that this process of always ensuring the data is the best it can be does mean that minor back-data changes can be observed from quarter to quarter.