In recent years, the creation of large single-source datasets has been a major boon to the advertising research industry. At Nielsen Catalina Solutions, we’re combining in-store sales data from millions of households with information on whether or not those households are exposed to any given ad...
Advertisers and those who measure the impact of advertising are obsessed with memory. If advertising is to be successful, it has to stick in the consumer’s memory—or so the saying goes. But what exactly is that thing called memory, how long does it linger, and how do we measure it?
Surveys are a valuable tool for any market research company. As a leading global information and measurement company, Nielsen has developed complex models and methodologies that hinge on the accuracy of survey data we use in our products. Survey data not only provides insights about what people...
Companies can be quick to embrace the notion of Job Theory without actually changing their processes or behaviors. So how can brands overcome this hurdle? Taddy Hall, principal, The Cambridge Group, offers some key insight.
Television is a very technical environment. To make sense of what content is being viewed, where, when, how and by whom, researchers around the world have long relied on sophisticated engineering solutions, and, for the most part, these solutions have answered the call beautifully.
Video streaming technologies are changing how we watch television today. Think about how, not that long ago, we were still arranging our lives around TV schedules—not just for sports and news, but for other programs as well. We would fix dinner, get the laundry out of the way, and sit down for...
How do we know if advertising works? Is there a way to directly measure the in-store sales results of an advertising campaign? Scholars and marketers have grappled with measuring advertising effectiveness for decades.
To measure the consumer packaged goods retail trade, marketing research companies such as Nielsen typically collect data directly from retailers who provide electronic point-of-sale (POS) information from their check-out scanning systems.
On a typical day, the average consumer may be exposed to thousands of commercial messages, yet many of them won’t succeed in breaking through the clutter, nor have any discernible impact on that individual’s attitudes or behavior.
What causes a consumer to pull a product into their lives? Simply put, we bring a product into our lives because it meets a need or desire. That’s the crux of Jobs Theory: doing a job that needs to be done.