TECHNOLOGY

Nielsen, NPD team up for next-generation shopper panel

BY Dan Berthiaume

Nielsen and The NPD Group are creating a service that will measure the shopping behaviors of the modern consumer.

Nielsen and NPD are building a large-scale, comprehensive omnishopper consumer panel, pairing Nielsen’s consumer packaged goods (CPG) measurement with NPD’s general merchandise consumer measurement. The panel is designed to bring insight into emerging omnichannel customers, across all channels, and all products across all categories.

The omnishopper panel will connect to multiple consumer data sources to comprehensively track shopper behavior online and offline across all products and categories. The panel will follow the consumer across digital and physical touchpoints at a granular level, including brick and mortar and e-tail outlets. and will boost visibility into smaller trip occasions.

To support the new omnishopper panel, Nielsen is developing capabilities to measure total market performance by channel, including online, offline and non-traditional channels. Additionally, over the past year, Nielsen has made broader strategic investments to increase its capabilities in mobile collection, projection methodologies, segment representation and access via its Nielsen Connect analytics platform.

“Brands and retailers need to see the total picture as purchasing options and shoppers’ habits continue to evolve,” said Karyn Schoenbart, NPD’s CEO. “Together we are building a diverse, representative and comprehensive omnishopper panel utilizing NPD’s pioneering receipt harvesting technology that will provide previously unavailable quality measurement across all brands, all industries and all channels.”

“We are bringing to the table a fundamentally new approach that starts with gaining a solid understanding of the omnishopper, built to capture a consumer’s ‘share of life’ and ends with a framework for clients that is truly future proofed,” said John Tavolieri, Nielsen’s chief product and technology officer. “In our pursuit to help our clients measure, predict and activate on well-informed data across established and emerging retailers, we couldn’t be more delighted to expand our alliance with NPD to broaden our measurement of the total consumer.”

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