Convinced that huge levels of COVID-driven FMCG growth in many countries were masking a larger, fundamental change, a team of Nielsen data scientists dug into the data to understand the nuances underneath the broader retail data. And they were right.
Pandemic-led shifts to further online adoption and an increased focus on neighborhood and small-format stores have become an ongoing normal in China's rebound from COVID-19.
The stores we shopped in yesterday are not the stores we are shopping in today, and unlikely to be those we shop in tomorrow. There is no longer a need to squint … our data scientists have brought this phenomenon into plain sight.
Months of working from home, reduced levels of commuting and high unemployment numbers are all adding up to a very different outlook for the U.S. consumer packaged goods industry.
Truth in measurement has never been more important than it is today. Therefore, truth is our only agenda. But arriving at that truth has never been more complicated. While many view big data as a panacea for measurement in a digitally rich world, we know it’s not that simple.
While some may equate data science as pulling rabbits from hats, this thinking is misguided. But this is largely because the vast majority of people don’t understand the workings of data science.
It’s not practical, feasible or necessarily a good idea to try measuring consumer behaviors by engaging with as many people as possible. That’s where sampling comes in.
At Nielsen, we believe that our panels make our company stand out. We devote a great deal of time and resources to ensuring that our panels produce high-quality data. By combining big data with smaller data sets from carefully chosen and measured households, we believe that we provide a higher...
The data generated by our day-to-day activities can help brands and marketers understand consumer needs and drive growth for their businesses. But first, they need to make sense of all the data.
Being able to measure in a way that fairly represents all races, ages, ethnicities and behaviors is crucial for the industry to transact with confidence. It’s also the only way to make sure that content choices reflect the diversity of a given station’s community.