Nielsen Reveals Most Accurate Read of Canadian Consumer Behaviour with the Launch Of Homescan Trip Projection

Markham, ON, Sept. 30, 2020 – Today, Nielsen Connect, Canada’s leading provider of consumer insights, single handedly raised the benchmark of accuracy for Canadian consumer intelligence with the announced launch of Homescan Trip Projection. Bringing to light a dual projection methodology that is unmatched in the industry, Nielsen Connect’s Homescan Trip Projection reduces variance from panel bias for better coverage and stronger trend consistency. Since 1994, Nielsen’s consumer panel has measured consumer behaviour across the physical and digital retail landscape. Building on this, through this launch, Nielsen Connect now yields the most accurate read of Canadian, omni shopping consumer behaviour.  

A methodology breakthrough that was a decade in the making, the launch of Homescan Trip projection brings to the Canadian business marketplace a dual projection methodology that  significantly reduces panel bias by combining geographic and demographic representation with shopper trip behaviour. Through Nielsen Homescan Trip Projection, companies which are looking to make more informed, faster business decisions are equipped to gain the most precise, composite view of the Canadian consumer, through Nielsen’s consumer panel lenses of region, household size, lifestage, presence of children, household income, language, size of shopping basket and frequency of shopping trips.  

“We define the industry standard when it comes to consumer panel methodology, and in today’s disruptive consumer landscape, we are making moves that are more powerful than just touting a large panel size,” said Liz Buchanan, Nielsen’s Consumer Intelligence Leader for North America. “While the size of our panel is noteworthy, through investments in our trip projection methodology, we are significantly improving the panel data quality for the Canadian market. Given our long-standing view into the complex, Canadian landscape, we know that businesses now more than ever need this level of accuracy. Our unique approach and enhanced methodology increases application and reliability of panel data. For our clients, this means better business decisions with more accurate data, more consistency over time and across analysis and greater confidence in insights by preserving the integrity of household dynamics.”

Powered by Nielsen Connect Express, Homescan Trip Projections is currently available, via Nielsen Web I-Sight, a new online, data visualization tool that is intuitive, fast and user-level agnostic. For additional information on Homescan Trip Projections please click here. 

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow.

Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge.

An S&P 500 company, Nielsen has operations in over 90 countries, covering more than 90% of the world’s population. For more information, visit



Gillian Mosher