Marketing has evolved over the last several decades from marketing to many, marketing to some and now marketing to one. With advancements in technology and the growth of digital media and addressability, precision marketing is now a reality.
While gaming across Asia remains serious business, followership, engagement and the most popular titles vary greatly market by market. What is an established pastime in South Korea remains a relatively new yet fast-growing phenomenon in Japan.
The world is increasingly complex, instrumented and virtual. There’s vast amounts of information about consumers and the factors that influence their behavior that simply didn’t exist in the data warehouse era. Here, we take a closer look at how all this data will affect retail when it comes...
It’s not practical, feasible or necessarily a good idea to try measuring consumer behaviors by engaging with as many people as possible. That’s where sampling comes in.
Products that are environmentally friendly and use recycled packaging resonate most strongly with consumers. This is good news for all marketers seeking to connect with sustainability minded consumers.
Frictions around a growing economy like China’s should be expected. They’re growing pains. In fact, it’s these very signs of friction that demand a lubricant for business in China and for those who do business with China. And that lubricant is trust.
At Nielsen, we believe that our panels make our company stand out. We devote a great deal of time and resources to ensuring that our panels produce high-quality data. By combining big data with smaller data sets from carefully chosen and measured households, we believe that we provide a higher...
A whopping 46% of consumers tell us they are more likely to try new brands than they were five years ago; a clear signal to a trend we should expect to intensify. Yet we see few signs that adjustments have been made to marketing initiatives or innovation pipelines to match these numbers.
You don't have to look far to see rapidly growing or already mature 'disruptors' in retail and manufacturing, but the long tail of market disruption goes way beyond that in today's age of consumer disloyalty.
The data generated by our day-to-day activities can help brands and marketers understand consumer needs and drive growth for their businesses. But first, they need to make sense of all the data.
My experience with the orange pack of biscuits is typical of how shoppers interact with product packs. Packs catch the shopper’s attention at the “Zeroth moment of truth”—when the shopper is in front of a screen. They then catch the shopper’s attention in front of the shelf—that’s the...
While it’s still too early to predict the future impact of legal cannabis on the mainstream U.S. retail market, we do know that demand and consumer interest is present and certainly growing.
AI is enabling companies to better understand how consumers are shopping, why they shop and most importantly, predict what consumers will buy in the future. This is fundamentally shifting how companies explore product development cycles, pricing models and understandings of how to change the minds...