Insights

10 Minutes Today Will Shape the Next 10 Years

As we grapple with the spread of COVID-19 and its implications for our lives, we need to remember that public health experts, first responders and government officials rely on data from the U.S. Census to make critical decisions. Everything from the size and number of hospitals to the amount of...

COVID-19: Key questions all marketers should be asking

Staying put is what’s best for reducing the spread of the COVID-19, but home bound consumers are having an immediate impact on brands. Marketers now have to reduce spending while continuing to engage buyers. How can businesses support their brands and make money in such uncharted waters?

Upsizing, Shrinkflation, Premiumization

Drawing from Nielsen BASES’ history of testing over 200,000 new products and over 40 years of forecasting, we have a clear understanding of consumer demand and the impact that price and package changes have on that demand. Throughout our experience, we have identified a few strategies that have...

Win the Retail Tech Race by Winning Women’s Trust

If brands want to win the technology race, they need to focus on using technology as an enabler of humanity and use it to build trust and connection in this world. That’s because trust is at the epicenter of the decisions that women—and all consumers—make.

Diamonds in the Rough: Navigating the Many Pathways to CPG Success

It’s time to break repetitive cycles of lackluster innovation management. Companies are spending excessive amounts of capital supporting weak products, and it’s clear that CPG companies need better insight into what successful innovations look like before thinking about supporting them with...