1. March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

2. Title Sponsor Gold Sponsor Silver Sponsors
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March 4-7, 2014 Ramada Hotel, Singapore
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3. Association and Media Partners
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

4. LEVERAGING MOBILE TECHNOLOGIES
FOR RETAIL CHANNEL SURVEY
TUNG, WHYE LOON; LIN, XIAOYU; BANKS, TIMOTHY
NIELSEN SINGAPORE, MEASUREMENT SCIENCE INNOVATION LAB
47 SCOTTS ROAD #13-00 GOLDBELL TOWERS S(228233)

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Help our clients have the
most complete understanding
of consumers worldwide
Our Mission

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If consumers:
• Watch it
• Read it
• Listen to it
• Play it
• Share it
• Interact with it
• Or buy it
Nielsen provides unique insights into their behavior

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RETAIL CHANNEL SURVEY – UNDERSTANDING THE
MARKET SIZE & COMPOSITION
Number of sales outlets, types of outlets, products carried, panel recruitment

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FROM PAPER-BASED TO MOBILE RETAIL CHANNEL SURVEY
Now - Survey using deviceBefore - Survey using paper

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THE INFOCOMM TECHNOLOGY (ICT) ERA
• Great opportunities for MR innovations
• Offers wider reach & faster turnaround
• Digitization of data
• Higher throughput & better quality control
• Advancement in mobile communications, GPS
• Seamless integration of front- and back-end
We can leverage on
technologies to enhance
efficiency and drive data
quality improvements

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Navigation & Geo-fencing
Data analytics & quality engine
Survey path-tracking
LEVERAGING TECHNOLOGIES FOR SURVEY

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COMPONENT #1: NAVIGATION & GEO-FENCING
 Each survey block/area has GIS digital boundaries
 Boundaries overlaid on street map and display on HHT/mobile device
 GPS system helps to guide data collectors to assigned survey areas and
prevent them from straying into neighboring areas

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COMPONENT #2: PATH-TRACKING
 Helps to improve coverage levels & prevents
data collector missing part(s) of survey area
 Supervisor can monitor progress of data
collector
 Improves efficiency and quality of data
collection process by mitigating double-
counting

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COMPONENT #3: DATA ANALYTICS ENGINE
 Checks completeness and response logic of surveys
 Monitor growth trends by retail channel type and flags
quality issue if there is huge divergence
 Reduces data cycle time and enhances data quality for
continuous retail universe estimation and update
Statistician
(Retail universe
computation)
Chain of BUs and processes
handling the data
Data
upload
Field data
collector
Data quality
report
Data quality issue is raised long
after collection has ended

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16. QUESTIONS?
THANK YOU!

17. Title Sponsor Gold Sponsor Silver Sponsors
Bag Sponsor
Workshop Host
Sponsor
Event App
Partner
Networking Reception
Partner
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

18. Association and Media Partners
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

19. March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net