Nielsen/MMRD collaboration to provide in-depth understanding of the Myanmar marketplace and consumer behaviour
YANGON, MYANMAR, 3 MARCH 2014 – Nielsen Holdings N.V. (NYSE:NLSN), a leading global provider of information and insights into what consumers watch and buy, and Myanmar Marketing Research & Development Co., Ltd (MMRD), the pioneer of research services in Myanmar with over 20 years of experience in the market, today announced a joint venture collaboration, effective 1 March 2014.
The joint venture entity, Nielsen MMRD, will see the two organizations combine their collective solutions to help companies which are established in Myanmar or have plans to enter the market to understand the unique market and consumer dynamics.
“With a population of over 56 million and the second largest land mass in ASEAN, Myanmar represents one of the last remaining untapped frontiers for our clients,” said Suresh Ramalingam, Nielsen’s Managing Director of Thailand, Vietnam and Myanmar Cluster. “We are excited to begin this collaboration with MMRD, a highly-respected and well-established market research firm in Myanmar, and we look forward to working closely with the MMRD team to help our combined client base gain the deepest insight into Myanmar’s marketplace and consumers.”
“We are honoured to partner with Nielsen and view the joint venture arrangement as a pivotal opportunity to realise our vision to deliver wider international exposure to our clients while broadening the depth of our services,” said U Moe Kyaw, Senior Advisor, Nielsen MMRD. “We’ve seen a substantial increase in demand for insights on Myanmar, evidenced by the 88.5 percent net growth in market research reported by ESOMAR, and we are now much better-positioned to help our clients here and abroad to understand our unique marketplace.”
A LOOK AT CONSUMER AND MEDIA TRENDS IN MYANMAR
Key category trends:
“Recent political reforms coupled with a large, young population and healthy economic outlook make Myanmar a highly attractive market,” observes U Moe Kyaw. “The market is shifting rapidly, however, with burgeoning media usage and evolving purchasing behaviour. Staying abreast of changing consumer habits will be a critical success factor for local and multinational companies alike in the years ahead.”
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
MMRD was established in 1992 and was Myanmar's first market research agency. It has 250 research professionals in 13 regional offices throughout the country, and has conducted over 400,000 door to door interviews and 3,000 qualitative research studies.
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