Measuring what consumers buy is at the core of Nielsen. We track consumer behavior for more than 250,000 households in 25 countries through our industry-leading consumer panel. Our consumer panel is robust, trusted, credible and one of the biggest panels per capita in the world.
How We Do It
We collect purchase data from panelists who take inventory of the products they buy using handheld and mobile scanners. We are able to identify and transmit exactly what people buy, right down to the UPC level. Brands, retailers, manufacturers and marketers can use this data to identify key consumer spending behaviors across retail outlets. When aligned with retail sales data, the powerful insights drawn from our Nielsen panel enable you to identify the “why” as well as the “what” behind your brand sales, allowing you to fine-tune your marketing strategies. To ensure projectable results, Nielsen consumer panels are carefully balanced for the demographic and geographic characteristics of the universe being measured.
What this Means for You
Knowing how much you sold each week and at what price is only one part of the picture, and reviewing performance based solely on scanning data is only a starting point. To grow sales, retailers and manufacturers need deeper insights so they know which consumer levers to pull. Do I need to increase the number of households that buy my brand? Do I need to encourage households to buy more of my product and/or increase their purchase frequency? Understanding how household shopping behavior affects your store and brands’ sales will allow you to fine-tune your marketing decisions and ultimately yield the greatest return.
Nielsen has been using insights from its consumer panel to help clients answer their key consumer and business questions for over 25 years. As part of our commitment to Total Consumer Measurement, we strive to offer a world of unique insights that allows manufacturers and retailers to uncover who their shopper is, how they buy, and why their behavior may change over time—helping you develop strategies to grow your business.