| Understand
What Is and What Should Be Happening In-Store
Market Decisions, a service of The Nielsen Company, is
the market leader in custom, in-store research for consumer
product manufacturers. Whether you want to understand
what consumers observe at the shelf or monitor promotion
compliance… Whether you want to test and analyze the
impact of a proposed planogram or evaluate new product
viability in a live, controlled in-store environment…
The in-store experts at Market Decisions can design and
implement observation studies and live tests, report and
analyze results, and drive reliable and actionable insights
which empower you to better manage your products at retail.
Because of our extensive custom research
experience and our unique partnerships with The Nielsen Company
assets, we are
able to
offer tremendous flexibility in
solving your business needs.
The questions we help our clients answer vary greatly and
address the following types of business issues:
- New Product Introduction
- Line Extension
- Package Change
- Pricing
- In-Store Merchandising
- Product Distribution and Display
- Trade Compliance
- Sales Force Effectiveness
- Out-of-Stock Evaluation
Key Benefits:
- See what consumers see in-store
and understand how that translates
to sales and opportunities.
- Make your “Go/No Go” decisions based on robust
insights and results from live, real-world store and
market testing.
- Work more effectively with retailers
to ensure that proposed product
and merchandising plans are rolled out effectively and
opportunities are optimized.
The Market Decisions portfolio of observation and testing
services includes Scantrack Observation Service, Custom Observation
Service, Controlled Store Test, Controlled Market Test and
Learning Lab.
Observations
Market Decisions collects custom, observable conditions at
the store level within our Scantrack and non-sample stores.
This service is typically used by our clients to assess
shelf location, trade compliance, sales force effectiveness,
out-of-stocks, pricing and product distribution and display
information.
Scantrack Observation Service:
Custom observations are collected by Nielsen’s experienced
field force during pre-scheduled causal visits within the
Scantrack grocery, drug, mass merchandiser and convenience
store sample. Through the integration of Scantrack volumetric
data with specific store observation data, you can receive
an analysis of sales rates by specific store condition (for
example, number of facings, display presence, shelving location,
secondary locations, etc.).
Custom Observation Service:
Custom observations are collected in any outlet, at any time
through a custom field force. The available outlets include
food, drug, mass, convenience, liquor, hardware or other
specialty retailers. Because this service is not syndicated,
field auditors work exclusively on your particular project
and can collect a broad variety of observations during custom
time frames and frequencies.
Testing
Market Decisions testing solutions allow
you to test any new in-store variable before making a “
Go/No Go” decision.
Controlled Store Test:
Controlled Store Tests determine the impact of a change
in an in-store marketing variable (by testing a new
condition in a group of test stores and comparing sales
against
a matched
group of control stores). Issues frequently tested
in CSTs include changes in planogram, assortment, pricing,
merchandising,
packaging, and product location.
Controlled Market Test:
Controlled Market Tests assess the sales potential
of a new or restaged product, a promoted line extension,
or
other
changes in the marketing mix before a national
rollout. The 8 permanent test markets provide significant
advantages over
smaller micro market tests, including nationally
representative consumer make-up, robust sales data and
nationally
recognized
retailers with nationally representative promotions
and brand mix.
Learning Lab:
The Learning Lab gives you the ability to quickly
try and evaluate innovative product and merchandising
ideas
in
a real world, low risk environment. With a
smaller store panel
and a shorter time period, and with qualitative
components around consumer insights, this lower-cost,
lower-profile
solution gives you a quick directional read
on the potential impact of the new variable.
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