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