At Nielsen, diversity is not just a goal, it is a business imperative. Our effectiveness at embracing the talents of people of different backgrounds, experiences and perspectives is key to our continued success in providing clients with information they need to succeed, and in making certain that all communities and individuals we depend upon to provide us with information about consumer behavior understand who we are, what we do and agree to participate in our consumer samples.
As a consumer you play an important role in what The Nielsen Company does. You may not realize it, but what you do everyday - whether you’re sitting on your couch watching TV, searching for information online or visiting your local supermarket - matters. Understanding and reporting your preferences, motivations and behaviors is the key to helping our clients provide the programs, products and services that you want and need. And no two consumers are alike. So Nielsen goes to great lengths to ensure we have diverse representation in the input we receive from our studies, surveys and consumer panels. Ever wondered how it all works? Here’s a little more information that may answer your questions.
As the industry leader in media and consumer research, Nielsen uses an array of different approaches for collecting information, ranging from traditional methods like telephone, mail and online surveys to more technology-oriented solutions, such as in-home metering equipment, barcode scanners, and applications on smartphones. Nielsen scientists are careful to match the data collection approach with the specific type of information requested and/or population from which the information is being collected.
In order to accurately represent the population of the market we are measuring, Nielsen captures data using surveys and panels that consist of a selected group of individuals represented by a sample (a subset) of the population. Some panels are used to develop ratings of television shows and are based on a purely random selection processes to ensure the highest scientific standards for the results. Other panels allow individuals to “opt-in” (request to participate), typically by clicking on an online advertisement displayed on a webpage. And some panels use a combination of these two approaches. Through panels and studies, these samples of the population allow us to provide more detailed information on behaviors and preferences and then project those insights to the larger population.