What causes a consumer to pull a product into their lives? Simply put, we bring a product into our lives because it meets a need or desire. That’s the crux of Jobs Theory: doing a job that needs to be done.
The UK tobacco industry has been in flux. With recent significant legislative changes, and more looming on the horizon, change will only accelerate. How the market develops will be defined by how both the industry and consumers alike respond to these new realities. The e-cigarette market however, while still embryonic, is growing. Here, Andrew Morton, commercial director Nielsen Europe, looks at some of the dynamics of this new market and examine the drivers shaping e-cigarette take-up. He also considers how manufacturers should respond for success.
In a multi platform world, you can’t afford to miss your audience, especially online. Knowing your campaign reach and how to adjust it marks the difference between higher ROI and wasted investment. Here James Oates, Nielsen’s UK Managing Director for Media shares the latest breakthroughs for manufacturers and media owners to accurately capture and adjust their online campaigns for maximum impact.