About the National Buying Survey

The National Buying Survey was launched in 1968 and has been running continuously in Great Britain for almost 50 years. Since then over a million people have participated, making the survey one of the largest pieces of continuous research in the UK.  Kantar Media also conducts the survey in Northern Ireland, Republic of Ireland, France and Germany. In partnership with Kantar Media, similar surveys are conducted in almost 70 markets with more than 700,000 people taking part worldwide every year.

The National Buying Survey is an important piece of market research, which is used by businesses and organisations to understand more about the product consumption and ownership of over 4,000 brands, together with the media habits and attitudes of people in Great Britain. The survey is based on a carefully selected sample of people, so that it is representative of the population as a whole. You are an important part of that sample. We collect data from thousands of respondents each year to build up a complete and accurate picture of the nation.

Because the survey is conducted every year we are able to identify areas of growth and decline, giving great insight into life in the UK.  

The survey covers a whole variety of areas including: 

  • Food & Diet
  • Lifestyle and Motivations
  • Shopping & Retail
  • Technology
  • Media
  • Holidays & Travel
  • Sport & Leisure