Download - Intro to Nielsen Consulting
RESEARCH LED STRATEGY DEVELOPMENTAPRIL 2013
NIELSEN CONSULTING
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NIELSEN CONSULTING: THE TRUSTED ADVISOR
Data provider Info sources provider
Business issue contributor
Solution provider Trusted advisor0%
10%
20%
30%
40%
50%
60%
What clients getWhat clients want
Brands, retailers and agencies alike seek a ‘translation layer’ to act on the wealth of research data available.
Source: Nielsen client surveys
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PROBLEM-LED STRATEGY DEVELOPMENT
Nielsen collects and analyses an unmatched wealth of data on Australian consumers’ behaviours, attitudes and actual consumption (retail, media and technology).
The Consulting function serves as a translation layer between the data and business planning by collaborating with clients to:
- Identify the problems worth solving
- Provide customised solutions to gain relevant insights
- Form strategy and direction to respond to the business issue
The translation layer between complex data and meaningful business outcomes
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THE ONE-WAY RESEARCH PROCESS CARRIES RISKThe ‘brief and respond’ process for insights data can be risky and time consuming.
REQUEST DATA CONDUCT ANALYSIS FORM STRATEGY EXECUTE
Data provision as requested, or to a set research brief
Client accesses data, conducts analysis
Is this all of the data that is helpful to solve the business problem?Does this get to the root cause of the business issue?
Do the analysts have the expertise and/or time to extract the relevant and most valuable insights across multiple datasets?
How would the strategy have changed if other relevant data was available?
Is the strategy based on the correct conclusions?What is the feedback loop to insights for future strategy development?
RISK
Client develops and forms core strategy
Client executes
Potential risks
Client led
Nielsen led
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A CONSULTATIVE APPROACH MANAGES THIS RISKAdding a consultation layer reduces risk through effective 2-way engagement
IDENTIFY BUSINESS ISSUE
CONDUCT ANALYSIS
FORM STRATEGY
EXECUTE
Client identifies business issue in collaboration with thought partner
Create custom data solution across multiple research practices and industry datasets, including proprietary client data
Relevant research and datasets are developed and executed
In-house expertise and resource to gain accurate and timely insight from each dataset
Thought partnership delivers combined expertise to form client strategy
RISK
Strategy is recommended collaboratively with client
Client executes and commences feedback loop.
De-risking the process
CREATE DATA SOLUTION
Nielsen conducts analysis
Mitigated risk
Client led
Nielsen led
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THE CONSULTATIVE FEEDBACK LOOPConsultative approach ensures ongoing collaboration and strategic leadership to tackle business issues
Identify the business issue
Collect Relevant Data
Conduct AnalysisForm strategy
Execute
Client led
Nielsen led
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THE CROSS-FUNCTIONAL THOUGHT PARTNER
NielsenShopping & retail
Brand
Product Innovation
Cross platform media
consumption
Marketing effectiveness
Expertise, data and insights from multiple research practices, across numerous industries.
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Unmet needs
My Media and Technology usage
What I actually purchase
How I shopIntentions and Desires
Attitudes
What my brain subconsciously tells me about things
Motivations
Geography
What new products I would consume if they existed and how
Demography / lifestage
How I feel about your product, advertisement or content
What I did as a result of your product, campaign or
advertisement and why
How my opinion of you has changed
What messaging and content I was actually exposed to
What I purchased and why (Price, place, promotion)
CREATING A UNIQUELY CONSOLIDATED VIEW OF THE CONSUMERCombining multiple research data to form an uncommon sense of the consumer
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AND ALSO INFORMS EFFECTIVE PLANNING WITHIN THE MEDIA AND DIGITAL INDUSTRY
Optimal pricing Product & content innovation
Campaign effectiveness
Differentiating a publisher audience
Market Mix Modelling (Price, Place, Promotion)
Demonstrate Marketing ROI during and post-campaign
Cross-platform optimisation of content and advertising
Convergence strategy
Understand RESONANCE and REACTION to content, and campaigns
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CONTACT
John PriceConsulting Lead, Mediahttp://viz.me/JohnPrice