About the Consumer Insight Tracker

The Consumer Insight (CI) tracker is a monthly online poll carried out by Yonder, on behalf of Which?, with a nationally representative sample of around 2,000 UK adults each wave.

The CI tracker covers the ‘big picture’ for consumers - how they’re doing financially, their wellbeing, their trust in business and their concerns as a consumer. By asking about these topics regularly we are able to track how they change over time and how specific events may impact on these measures.

Since the commencement of the tracker in summer 2012, the survey has gone through various iterations. Over the years some topics have been added, some topics have been removed and periodically we have made changes to the specific issues we ask about within topics. Additionally, questions are often added to specific waves of the tracker in response to certain events (e.g. the Covid-19 pandemic, Cost of Living Crisis) to provide additional insights.

The current form of CI tracker has been running since March 2020, with some topics collected monthly and some collected quarterly (February, May, August and November). The following data dashboards present data for some of these key topics.

Collected and published monthly:

• Financial difficulty (collected since April 2020)
• Consumer confidence (collected since July 2016)

Collected and published quarterly:

• Trust in business (collected since June 2012)
• Consumer worries (collected since June 2012)
• Consumer wellbeing (collected since June 2012)

In addition, the topic of sustainability is covered annually every June. You can find more about the Sustainability Tracker here. 

Insight articles

Alongside the data dashboards on the above topics we regularly write Consumer Insight articles that look at the latest CI tracker data, exploring the latest trends, novel insights and what it means for UK consumers. You can find our latest Insight articles here.

Methodology

The Consumer Insight tracker is run monthly on Yonder's UK Omnibus with a nationally representative sample of 2,000 UK adults 18+. Respondents are sourced from their panel made up of over 150,000 UK respondents. Stratified sampling is used to obtain a sample population that best represents the entire population whilst also minimising selection bias and ensuring certain segments of the population are not over or under-represented. 

Sampling quotas are set on age, gender, ethnicity and region. UK level data are weighted (using RIM weighting) to adjust any discrepancies between the final achieved sample and the known population profile, using the known composition of the UK. The weighting variables used are age, gender, ethnicity, region, social grade, working status and housing tenure. Targets for quotas and weights are taken from the PAMCo survey, a random probability F2F survey conducted annually with 35,000 adults.

Using the Consumer Insight tracker data

If you wish to publish articles or research using our data, please use our preferred citation: Which? (2024). Consumer Insight Tracker. Available at: https://www.which.co.uk/policy-and-insight/consumer-insight-tracker.

If you have any questions or comments regarding our Consumer Insight tracker or our data dashboards, please contact us at consumerinsight@which.co.uk

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