1. Nielsen is a global marketing and advertising research company headquartered in Lower Manhattan, New
York City.[1] Nielsen is active in over 100 countries, and employs some 32,000 people worldwide. Total
revenues amounted to $5.1 billion in 2010.
Tools: We monitor shopper behavior for more than 250,000 households in 25 countries through our
industry-leading consumer panel. (Home scan(demographic profile) & spectra)
Shopper data is collected via handheld scanners which transmit data directly to us. This data can be used
to identify key shopper behavior across stores, TV, online and social media outlets.
Our point-of-sale (POS) technology for our retail measurement services captures sales and price data from
virtually every major retail chain. For others, we use the industry’s leading sample-based methodology.
Where electronic data is not available, we use detailed field audits.
Kind of Research they do:
1. Marketing Performance:
Research:
Monitor and analyse
consumer purchase behavior,
demographic profiles,
attitudes & usage information and
estimate the sales potential of new product initiatives prior to market entry.
evaluations of the impact of media on actual behavior
provides companies with marketing research demographic data, marketing software and market
segmentation services
Marketing Performance
To succeed in today's market, companies must start with a focus on demand. By first determining
what current, latent and emerging demand exists, companies can then align their supply to best
meet true customer needs. Rather than being forced to compete on price, they can beat the
competition by competing on value — offering the options, features, products, and services that
better meet demand and command price premiums.
Brand and Portfolio Management:Hormel Assortment Case Study
Brand and Portfolio Management:StarKist Assortment Case Study
Growth & Demand:Best Buy Demand Case Study
Pricing & Promotion:Nestle Pricing Case Study
Growth & Demand Strategy:BallPark Case Study
Marketing Performance:Kimberly Clark ROI Case Study
Marketing Performance:Unilever ROI Case Study
Marketing Performance:Hormel ROI Case Study
Retail & Shopper Marketing:Clorox / Glad Case Study

2. Growth & Demand Strategy
For your brand to reach the next level, you need to know where
consumer demand is heading.
Which products and services will consumers be craving next year? In five years? Armed
with reliable forecasts, you can direct your resources more efficiently – and boost success
dramatically.
How We Can Help
Nielsen’s Demand Strategy leverages advanced research from The Cambridge Group, the
pioneering leader in the application of demand principles. Through this proprietary
methodology, our clients can position their supply to capture consumer demand -- often
before competitors even know the demand exists.
How We Do It
Our advanced tools help you:
Determine which consumers and segments represent the highest growth and profit potential
Measure current, latent and emerging trends within consumer segments
Understand the economics of closing gaps vs. demand to maximize opportunity
Quantify various strategic levers
Allocate resources across categories, need states or missions
Create a blueprint for transformational growth
Why Nielsen?
Combined with our decades of consumer and media analytics, Nielsen's alliance with The
Cambridge Group places us at the forefront of analyzing macro-economic factors and
consumer trends to maximize growth.
Market Structure & Segmentation
Knowing where your business fits in and which consumers are
poised to drive revenue is essential to your growth.
How We Can Help
Using our demographic and retail databases, Nielsen provides clients with a precise
understanding of market structures and ways to identify and reach any brand’s most
promising prospects. Combining proprietary data fusion techniques with process expertise,

3. we deliver analysis that enables you to improve relationships with consumers that will drive
profit.
How We Do It
Our proprietary set of measurement tools allow us to:
Identify your most valuable consumers
Optimize your marketing mix and prioritize your spend – limiting waste and increasing efficiency
Integrate your own customer data with our world-class market and media data to move
confidently from insights to marketing action
Why Nielsen?
Our proprietary data provides you with granular insights at all levels: category, market,
channel, store and household. We provide profiles of thousands of consumer behaviors and
gather purchase insights from more than 250,000 households globally. We track over 3,500
retail chains and nearly 450,000 store locations in 8 industry-accepted standard retail
channels in the US and Canada alone.
Our solutions range from sophisticated, custom engagements to do-it-yourself tools. Our
experienced consultants can create customized segmentation profiles based on your data and
business needs. Our modeling expertise is the result of hundreds of completed engagements
over the years, serving Fortune 500 companies as well as government and nonprofit clients.
Retail & Shopper Marketing
A great product is a great place to start, but it's critical to get
the right product in front of the right shopper.
What’s the perfect mix of pricing, packaging and presentation that will drive growth?
How We Can Help
Nielsen provides an in-depth understanding of the shopper experience, giving you insights
that set the perfect mix of pricing, packaging and presentation to drive growth. Our
comprehensive insights into the shopper experience - including influences such as in-store
placement and retail channels - delivers retailers and manufacturers a clear view of the
market through the consumer’s eyes.
How We Do It
Our comprehensive solutions include:
Analyzing shopper mix to identify your most valuable shoppers and their key shopping objectives
Understanding shopper loyalty and retention. We deconstruct the elements that keep customers
coming back

4. Organizing overall category management, price, assortment, in-store placement and promotion to
increase share of shopper basket
Learning what works and what doesn’t through shopper marketing ROI, we evaluate each tactical
element to determine the most effective retail strategy
Why Nielsen?
Our industry-leading analytics offer robust insights about the shopper and retail landscape.
No company knows more about the psychology of the shopper and the logistics of retail.
From “soft” factors such as brand preference to the physical realities of shelf presence and
merchandising display, we can give you a full picture of your brand’s standing in the
marketplace – and how to improve it.
Advertising Effectiveness
We understand advertising in a way that helps clients cut
through clutter, enhance their brand and drive growth.
How We Can Help
Nielsen measures and analyzes ad effectiveness across TV, Web and Mobile platforms,
providing a precise understanding of consumer reach, receptivity, resonance and response.
Our deep and timely insights help advertisers in developing campaigns, and guide media
companies in buying and selling across all media. Nielsen clarifies not only the "who" and
the "when,” but also the “how” and “why” of your campaign’s impact.
How We Do It
Our syndicated and custom cross-media offerings measure and analyze:
Reach: Who did my advertising campaign really reach?
Resonance: How did my advertising impact the desired brand perceptions?
Reaction: How did my advertising impact the desired behaviors?
Why Nielsen?
Nielsen is a leading provider of in-depth analysis and insights across all major advertising
platforms. With access to the world’s largest consumer online panel, Nielsen provides
unique social metrics and audience profiles.
Additionally, through Nielsen Catalina Solutions, our analysis links TV and online panel
data with the world’s largest databases of CPG consumer purchase information.
Through NeuroFocus, the world’s leading neuroscience research company, Nielsen provides
answers to questions that go far beyond statistics.
Pricing & Promotion Strategies

5. Hitting the pricing sweet spot requires a detailed analysis of not
only your competition, but also emerging economic and
consumer trends.
How We Can Help
Nielsen optimizes your pricing and promotion strategy to align with brand and profit goals
for your entire product portfolio. Our simulation models can predict how various pricing and
promotion scenarios will impact sales and profits, and clarify the shopper’s perception of
your brand.
How We Do It
Our comprehensive approach includes:
Review of business issues and context for pricing strategy, along with techniques to capture both
retailer and consumer perspectives
Simulation and testing for proposed pricing and promotions changes. We also assess the impact on
sales and profitability for manufacturers and retail partners
In-market strategy for retail-account specific pricing and promotions initiatives
Post-analysis of your pricing promotions, with clear recommendations for improvement
Why Nielsen?
Analyzing data from 85 million retail transactions a year, in 350,000 stores, in 30 countries,
Nielsen’s pricing expertise offers reach and proven simulations that build winning pricing
strategies.
We offer clients the world’s largest longitudinal consumer panel, measuring purchasing
behavior in more than 250,000 households in 25 countries.
With a foundation of 20,000 global pricing analyses, Nielsen’s team brings decades of
experience in addressing clients' pricing and promotion needs.
Brand & Portfolio Management
Nielsen helps your business satisfy its bottom line while keeping an eye on the evolving
needs of your customers.
How We Can Help
Nielsen knows the best ways to mix and measure your product portfolio while evaluating
your brand equity. To help grow your brand, Nielsen provides the all-important " look
around the corner" by identifying attitudes and behaviors that are not yet mainstream. Our
data and analysis show you where consumer needs are headed so that your brand and
portfolio are aligned with present and future customers. Through insights that go deeper than
numbers and analysis that goes beyond sales trends, we pinpoint specific strategies that help
maximize revenue opportunities.

6. How We Do It
Our comprehensive solutions include:
Strategies based on proven models and global insights
Tools for monitoring and optimizing brand performance
Definitions of evolving consumer needs relative to your current portfolio
Identification of white space for new products or brand extensions
Outlines of where products, assets or services have the highest potential for success – by
geography, audience, channel and location
Reports against established metrics, with ongoing recommendations as market dynamics shift
Recommendations on which products, assets or services deserve proactive investment
Why Nielsen?
For thousands of brands, we have accurately linked our brand equity models with actual in-
market performance. Nielsen’s ability to measure and analyze more than 250,000
households in 25 markets worldwide provides you with a complete view of the consumer --
and how your brand fits in..
Product Innovation & Renovation
With the marketplace and your competition in constant motion,
you can’t afford to have your products stand still.
Which product updates and improvements will yield the best results? And which new
products have the highest chance for success?
How We Can Help
Nielsen delivers an accurate forecast of where the market is headed and where your products
fit in. Backed by 30 years of experience, and supported by the largest consumer panel
worldwide, our solutions help your products break through, compete and succeed.
How We Do It
Our comprehensive solutions include:
Evaluation of your consumer, brand/category assortment and retail environment
Review of product distribution channels, point of sale and market structure
Assessment of external factors to identify their impact on product placement and
positioning
Tracking existing and incremental sales
Testing and evaluating messaging and packaging
Optimization of pricing and promotion plans
Metrics and benchmarks to accurately gauge how your products are performing
Identification of high-performing channels and optimization of in-channel placement
(adjacencies, store locations, shelf space)

7. Why Nielsen?
With a record of thousands of products and marketing plans tested worldwide, Nielsen’s
measurement and predictive analysis of product performance is unmatched. Our view of
consumer behavior and marketplace is derived from our consumer panel of more than
250,000 households across 25 countries. We use additional insights and data from our
consumer, TV, online and mobile panels, along with third-party information, to craft the
most accurate performance forecasts.
Cross-Platform Audience Behavior
Today's consumer has multiple screens and millions of choices.
What you need is a better, simpler way to see all the angles.
Audiences are watching TV, streaming video on the web and doing mobile “check-ins” on
the go. How can you be sure your message is impacting the right audience on the right
platform in the right place at the right time?
How We Can Help
As consumers redefine traditional audience rules, Nielsen’s broad view of the television,
online and mobile landscape provides a broad range of metrics and trusted analytics to
identify the best places to reach any demographic, through any media, at any time of day.
Whether consumers are interacting with reality TV or fantasy sports, Nielsen provides
clarity about consumer reach, engagement and behavior across multiple screens.
How We Do It
Nielsen’s integrated solutions include:
Reporting from the only dataset measuring TV and the Internet in the same household, making
single source a reality
Analysis of media spend on offline sales via comparisons of Gross Ratings Points and POS data
giving a true picture of ROI
Fusion of data obtained from digital set top boxes which augment our existing TV panel
measurement, allowing for more granular analysis
Tracking and analysis of web site performance along with information about audience
consumption of, and engagement with, streaming media making it easier to get a true picture of
campaign effectiveness
Measurement of television viewing in out-of-home locations such as hotels, bars and health clubs,
providing a complete picture of your audience
Why Nielsen?
As the industry leader in measurement science, Nielsen has the broadest analytical reach
across TV, online and mobile. Nielsen’s data and insights are trusted by leading companies
that are innovating in the content space alongside Nielsen’s measurement and analysis
advancements. Since 2008, we have invested more than $1 billion in expanding our research

8. and analytical capabilities to ensure that Nielsen continues to lead the way in media
measurement and analysis.
Social Media Intelligence
Mastering the social media landscape can be the difference
between "like" or "#fail" for your brand.
The fastest growing media are being shaped by the consumers themselves. The opinions they
express in social media are highly trusted, widely shared and can have significant short and
long-term impact on your brand.
How We Can Help
NM Incite – a joint venture between Nielsen and world-class management consultancy
McKinsey & Company – is committed to leveraging social media for improved business
impact. We provide our clients the very best “brand radar” into the billions of social media
conversations. Our expertise and experience – overseeing more than 10 years of social media
coverage across hundreds of brands – is why Forrester Research has put our solutions and
services at the very top of its rankings. Our solutions enable brands to extract value from
social media as it relates to marketing, sales, product development, customer service and
business strategy development across industries. If you want to overlay sales or media data
into your reporting mix - or see value in blending paid, owned, and earned media - that’s our
core strength. If you want a global view, we cover more languages and geographies than any
service in our industry, including fast-growing markets like India and China.
How We Do It
Our solutions focus on the intensity and immediacy of social media as a source of consumer
feedback, trends and information. NM Incite provides industry-leading social media and
online brand metrics, along with consumer insights and real-time market intelligence.
Grounded in billions of conversations across 130MM blogs, forums, social networks and
message boards, across the purchase cycle, and across 15 markets, we offer the industry’s
most reliable view into the consumer mindset through our solutions:
Consumer Understanding
Defensive Branding and Threats
Brand Advocacy and Increasing Customer Value
Customer Service
New Product Innovation
Through NeuroFocus, the world’s leading neuroscience research company, Nielsen provides answers to
questions that go far beyond statistics.
NM Incite : Analyse billions of conversations across 130MM blogs, forums, social networks and message boards,
across the purchase cycle, and across 15 markets

9. People meter
The device resembles a remote control with buttons for each individual family member and extras for
guests. Viewers push a button to signify when they are in the room and push it again when they leave, even
if the TV is still on. This form of measurement was intended to provide a more accurate picture of who was
watching and when