Nielsen Consumer Analytics
Use consumer behavior and attitudes to comprehensively understand purchase motivations
Nielsen Consumer Analytics helps you build effective growth strategies by combining survey insights (what they say) with actual purchase behavior (what they do) to comprehensively understand purchase motivations, even among those who aren’t consciously aware of their own behavior.
CONNECT ATTITUDES WITH PURCHASE BEHAVIOR
Claimed purchase behavior is notoriously inaccurate. On average, only 60% of known brand buyers can recall if they purchased a brand, and only 30% of lost brand buyers realize they’ve stopped buying a brand. Claims about how much they spend in stores have almost no correlation with actual preferences. To develop the most valuable strategy for growth, you must distinguish between intent versus reality. You need to understand the size of a population as well as the value of the people in that population to your category or store (i.e., how much they spend). For example, many consumers say they’re avoiding high fructose corn syrup, yet it’s not uncommon to see traditional soda in their shopping baskets.
A SINGLE PANEL ILLUMINATES SHOPPER AND CONSUMER BEHAVIOR AND ATTITUDES
Homescan Panel Surveys
Nielsen’s large and representative longitudinal panel of more than 100,000 U.S. households, balanced to be representative across demographics and geography, continually provide information about their consumer packaged goods (CPG) purchases. With insight from our Homescan Panel Surveys, you can:
Understand purchase motivations or changes in purchasing—without relying on memory
Measure the dollar value of attitudes to make confident financial decisions
Quantify changes in purchasing among targeted attitudinal and usage groups to track the return on your investment
Pre-target survey sample using actual purchase behavior to eliminate screening time and costs
In-the-Moment Shopper & Consumer Surveys
Capture information from shoppers and consumers in-the-moment using the latest mobile phone technology. These insights:
Bring shoppers and consumers to life with videos and pictures.
Accurately measure consumption occasions among your most important consumers with in-the-moment diaries with Homescan panelists.
Capture shopper experiences with your products and in-store marketing activity with in-the-moment surveys in stores.
DEVELOP GROWTH STRATEGIES TO MEET MORE OF YOUR SHOPPERS’ NEEDS USING NIELSEN’S CUSTOM AND SYNDICATED CONSUMER ANALYTICS SOLUTIONS
Analyze unique purchasing and attitudinal patterns to understand how to give shoppers more of what they want. With this level of customized insight into your category’s market structure and shopper decision priorities, you can answer:
How do shoppers view the category based on how they buy the category?
Which product attributes are most important to shoppers when deciding what to buy?
How should the category be shelved or merchandised together?
How are top competitors’ brands shopped relative to our brands?
Which products are more/less differentiated, and where to should a focus be placed to grow a portfolio of products?
Estimate market size of product segments and growth potential.
Nielsen’s Shopper Essentials suite of syndicated reports focus on key metrics that influence shopping and purchase decisions across the foundational (and emerging) stages along the shopper path, both online and in brick & mortar
Understand the category dynamics that influence purchase decisions through Nielsen’s Category Shopping Fundamentals, offering a comprehensive view of shopper dynamics by category to better inform your strategy
Explore “controllable” factors that influence where people choose to shop through Nielsen’s Store Choice Drivers. Compare strengths and weaknesses in perceptions of stores on attributes that drive actual outcomes
Measure key metrics that influence digital purchase decisions through Nielsen’s Digital Shopping Fundamentals
Segment Consumers Based on Their Attitudes and Behaviors and then Activate a Plan to Reach Them
Nielsen offers flexible methods of developing or activating a segmentation that can be customized for your situation:
Behavioral: Identify groups of consumers based on how they shop and buy
Attitudinal: Identify groups of consumers based on distinct attitudes and perceptions using a segmentation solution you already have, or create a new solution with Nielsen
Combined: Identify groups of consumers leveraging both behavior and attitudes
Once you can identify your segments on the Homescan Panel you can spend your marketing dollars more effectively.
Measure the importance of the segments in the population, your category, and store
Profile their attitudes, demographics, dollar and volume trends within segments, brands and formats purchased, deal sensitivity, channel preferences, psychographics and media preferences to discover where and how to reach them
Track their changes in purchasing to measure the ROI / effectiveness of your marketing efforts