Case Study | December 28, 2012

CipherLab 8001 Manages All The Details For Nielsen

Source: CipherLab USA

Nielsen is one of the leading research companies in the world. They provide various research services, mostly for fast moving consumer goods (FMCG), which provide retailers and manufacturers market analysis for product development and related business decisions. Research and market information provided by Nielsen include: Consumer Panel Service (CPS), Retail Audit, TV rating, BASES, etc.

Manual data collection requires lots of time and effort

Consumer Panel Service collects data on consumer household purchases. This data becomes the basis for a total market projection of value and volume, and provides market information for FMCG manufacturers to make valid business decisions.

Nielsen selects sample households that meet required criteria. In developing countries, they mail the chosen households a diary to record grocery purchases. The diary is returned to Nielsen for data input and processing weekly by door-to-door collection or post.

However, diary printing, delivery, collection, and data entry are timeconsuming, costly and error-prone. Data collection and processing incur additional expenses such as office space, computers, printers, staff, and supervisors. Moreover, manual data input can result in data inaccuracy. Nielsen staff could incorrectly input diary information because of illegible handwriting or typing errors. In addition, sample households could skip, forget, or incorrectly record purchase information.

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