Providing marketers with a complete, real time view of consumer eating and drinking habits
New York – Sept. 30, 2015 – Nielsen, an authority in market research and consumer insights, today announced the launch of Nielsen Homescan Consumer Moments. This new offering, which will be available to U.S. clients in the fourth quarter of this year, leverages the power of mobile application technology to create a new and powerful consumer market research tool. For marketers, Nielsen Homescan Consumer Moments will offer a highly visual, interactive digital dashboard, revealing a complete view of consumer eating and drinking habits. This new service will link to Nielsen’s Homescan Panel purchase behavior data to bridge behavioral patterns of purchase and consumption.
Bringing technology to the forefront of consumer market research, Nielsen Homescan Consumer Moments is powered by an easy-to-use mobile Product Diary that uniquely captures consumer habits and product usage behaviors in real time. With this tool, panelists will be able to report consumption behavior in-the-moment, offering a real-time approach to marketers who have traditionally been limited to chronicles of recalled activity.
The creation of this mobile application is the culmination of many months of close cooperation between Nielsen and Boston-based Mobee, the leader in real-time crowd-sourced data and insights for brands, retail and hedge funds.
“Mobee’s platform, which supports the industry-leading crowd-sourced in-store data collection for retailers, brands and asset management firms was built specifically to collect offline data in-the-moment and on-the-go,” said Anand Raman, Vice President of Business Development at Mobee. “This easy to use smartphone application is built on Mobee’s enterprise-ready cloud-based architecture with intuitive SaaS solution-driven features, including smart text and contextual text, to capture in-depth, structured and accurate consumption data from participating users. The application seamlessly guides panelists through each consumption occasion using fun, visual cues with an intuitive design hierarchy to simplify navigation.”
“Mobee’s technology brings consumption data collection to a completely new level,” said Janice Linnane, Vice President of Product Leadership at Nielsen. “With the ability to capture data on-the-go, anywhere and anytime, Nielsen Homescan Consumer Moments will be able to deliver insights beyond purchase data to help identify distinct consumption habits down to occasions, need states, meal times and more. Through the use of mobile technology, we are able to gain a deeper understanding of the full experience and situations surrounding consumption. Because panelists use the app in the moment, clients will have the ability to see actual behavior as opposed to recalled experiences that happened over the past weeks or months. Beyond this, insights come to life through user-submitted photographs to show exactly what they are describing. For marketers, this means that answers will emerge to answer questions across business functions.”
The mobile solution, when combined with cloud computing and SaaS framework, will not only transform the way data is captured on the go, but will also disrupt the speed and scale of the data capture by empowering average consumers to become data ninjas and document at-home and on-premise product usage. The scale and real-time nature of the crowd-sourced data and insights give a new meaning to data-driven decisions. Ultimately, this solution can help redefine a brand’s overall product and retail strategy.
The launch of Nielsen Homescan Consumer Moments will open new doors for business growth. With this powerful combination of technology and insights, marketers will be empowered with new tools and deeper knowledge to identify opportunities and effective strategies for the future.
Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumer Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content – video, audio and text –is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view or retail performance measurement. By integrating information from its Watch and Buy segments and other data sources. Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, a S&P 500 company, has operations in over 100 countries that cover more than 90% of the world’s population. For more information, visit www.nielsen.com
Mobee was founded in 2011 with a vision to use mobile technology and the power of the crowd to collect the world’s offline data. Mobee, with headquarters in Boston, is the leader in real-time crowd-sourced data and insight for brands, retail and asset management firms. Mobee custom location-based data collection through its app, data warehouse and intelligence dashboard provides insights to drive brand and retail performance. With a national reach, Mobee is poised to collect thousands of geo-located data points and photographs in a matter of hours, not months. Brands and retailers can now get real time insights into the leading drivers, “the whys,” of their retail sales across critical performance insights, including new product launch, competitive intelligence, seasonal program check, in-store promotions and displays, product availability and shelf positioning, product demonstrations, sales associate training and customer messaging. For more information, log onto http://www.getmobee.com
Genevieve Aronson, 914.393.2829, Genevieve.Aronson@nielsen.com