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Consumer needs are fragmenting and competition to engage them is steep. To win, you need to up your game to meet their needs and connect with them—individually. One-to-one interactions are what matter today, but traditional segmentation models can’t deliver your programs to the specific consumers you want to reach.

Consumerization helps solve these problems. This new technique broadens segmentation and offers a new level of precision so you can reach deeper and boost consumer engagement across your entire business. We help you identify and build a custom view of your most profitable consumers so we can then help you innovate, communicate and activate with those consumers in mind.


in retail spend growth will be driven by multicultural consumers over 10 years.

Consumer Insights

of consumers in Asia Pacific would rather wait for a new product to prove itself before purchasing it.


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Succeeding in today’s market is tough. Competition is fierce and new products are constantly being launched. But great innovators make it look easy, almost magical. Behind that magic, however, is immense time, discipline, and analytics. That’s where Nielsen comes in.

Our end-to-end innovation process is backed by 30 years of experience developing, optimising and validating product campaigns. Our innovation approach identifies what consumers say they need, as well as the needs they haven’t yet articulated. That’s where breakthrough opportunities – those with true potential to achieve sustainable growth for your business – reside.

Product Development

were introduced in Western Europe over the past three years, but only 10 were breakthrough winners.

Development and Qualification

of product launches fail.  Let’s beat the odds together.


new products go on to be successful.

Post Launch

products go on to be successful.


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Effective marketing is about delivering your message to the right people, shaping their preferences and, ultimately, driving sales. We call this reach, resonance and reaction – the three Rs of marketing effectiveness.

Our marketing effectiveness measurement systems excel in their scope and level of integration. We can help you measure how well you’re accomplishing your advertising goals across video-, audio- and text-based advertising on virtually any platform or device. From network television to streaming audio on a smart phone to social media on a tablet, we’ve got you covered whether you’re buying or selling advertising.


of online ads are missing their intended audience. We’ll help sharpen your aim.


television spots can be 94% as effective on brand recall as 30-second spots.


on marketing investment is realised through sales.


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Sales Effectiveness

Understanding today’s consumers is no easy feat. Nielsen provides insights at store-level and shopper-level in the markets you operate in, giving a clear view of your customers’ behaviours and preferences.

Effective shopper marketing relies on understanding shoppers to influence their purchase decisions and drive growth. So, with our insights, your activation will always be shopper-friendly. Our consumer panels dig deep into shopper behaviour to help you understand the ‘why’ behind the buy so that you can enhance your marketing approach.

Driving performance is also about understanding the levers that influence purchase decisions, which ultimately guide your price- and trade-promotion strategies. We have end-to-end solutions that help you measure each of these in-store variables and their impact on your sales volume.

Shopper Experience

of the world’s purchases are made by women.

Price and Promotion

of total manufacturer revenue is spent on promotions.

Sales Measurement

of purchases for CPG categories are planned before shoppers enter the store.

Assortment and Shelf

of brand decisions are made in store, highlighting the impact that store, aisle and shelf have on shopper decisions.

Retail Analytics

growth is expected in the next five years for the amount of data flooding retailers.

Nielsen Customer Experience

5% reduction in defection rates can increase profitability by as much as 125%

Find the right solution for your business