New research technologies to be featured at Consumer 360 conference this week
SYDNEY, AUSTRALIA, MAY 1, 2013 – Nielsen, a leading global provider of information and insights into what consumers watch and buy, is offering retailers and manufacturers the chance to experience its new, state-of-the-art ShopperLAB research facility at the Consumer 360 conference this week in the Blue Mountains.
The ShopperLAB, which is now fully installed in Nielsen’s Sydney head office, is the first full shopper experience lab to be built in the Pacific. The lab enables manufacturers and retailers to better understand shopping behaviour and test concepts through observation, interviews, eye tracking and neuroscience.
Aimed primarily at marketers, category managers and sales directors, the interactive and private environment can deliver genuine and dynamic insights into how shoppers react to packaging, point of sale, range alterations, layout changes and aisle activation.
Rachel Shaw, Associate Director of Nielsen’s Shopper Practice, said: “Nielsen research shows that 25 percent of new products fail in market. However, proper testing can dramatically increase a new products’ chance of success. Shoppers generally spend just 15 seconds interacting with a product category, so brands need to know how, when and where to communicate their strongest messages to shoppers.”
Nielsen offers a comprehensive range of research technologies and capabilities to help brands to better understand how shoppers act – and allow marketers a better chance for success.
David O’Brien, Customer Marketing Manager, Wrigley, said that working in the Nielsen ShopperLAB allowed them to explore the shopper psyche in a level of detail they had previously been unable to. “Nielsen Shopper’s unique approach and cutting edge technology uncovered exciting new insights into shopper behaviour at Front of Store that identified significant growth opportunities for Wrigley and helped to enhance our position as experts in this area with our retail partners’.”
O’Brian will present a case study on Wrigley’s ShopperLAB experience at Consumer 360 on day two of Consumer 360.
Nielsen ShopperLAB uses a range of technologies to gain a better understanding of shopper behaviour, including neuro technology to understand what shoppers think, eye-tracking equipment to determine what shoppers see and virtual shopping devices to comprehend what shoppers do when faced with different products and shopping conditions.
Nielsen confirmed that research of this kind is particularly useful as 99 percent of behaviour is subconscious; what shoppers say does not necessarily equal what they do. Therefore, it’s important to observe and analyse shopping behaviour in real-life situations, and the ShopperLAB enables brands to test concepts without encroaching on a working retail store.
Shaw added: “How shoppers feel when they interact with products can even impact on buying rates. Designs based on neuro shopper research have seen uplifts of up to seven percent just by making point of sale marketing friendlier to the human brain.”
Nielsen ShopperLAB marks a significant investment in expanding Nielsen’s comprehensive suite of insight capabilities. This research facility is a key part of Nielsen’s shopper maximiser process – viewing and analysing the entire customer experience before, during and after purchase.
Nielsen’s inaugural Pacific Consumer 360 conference will be held at the Fairmont Blue Mountains 1-3 May, 2013 and will feature range of speakers from organisations including Coles, Myer, Nestle, GlaxoSmithKlein, Facebook, Google, Nine Network, Mi9, PwC, Mindshare, ABC and Nielsen. For more information, please visit: www.consumer360.com/pacific/
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, mobile measurement, trade shows and related properties.
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.
Jackie Helliker, 61 403 074 864, [email protected], Twitter: @Jackie_helliker
Sarah Corry, ICON International Communications, + 61 450 803 881, [email protected]