In the context of household panel data, a static panel is a subset of the total panelists registered. To be included in the static panel, a panelist must meet criteria around:
- Length of time in panel
- Consistency of reporting, typically measured by number and frequency of transactions reported
The length of time requirement will usually be related to the specifics of an analysis. Two years would be very common since you often want to compare behavior from one year to the next. If you are doing an analysis which does not look year over year, then you could reduce the length of time requirement. The important thing is to make sure that you apply a static requirement that covers the *entire* period that is relevant for your analysis – both the focus period and the comparison period.
The number and frequency of transactions cutoff differs by panel provider. For Nielsen/IRI panel reports and analysis, they usually require a panelist to report purchases in 10 out of 12 months. For new age panel companies like InfoScout and Fetch Rewards, because they have many many more panelists to work with, requirements can be stricter. 12 out of 12 month reporting would be typical for both these newer panel data providers.
Sometimes people will talk about “applying a static” to their transaction data. This means applying the two criteria discussed above: length of time in panel & consistency of reporting.
Another term used for static panel is longitudinal panel. In other words, a group of people you have enough information about to be able to assess their behavior over time.
To learn more about panel data, see these posts.
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