Single source – investigating category behavior via media mix driven processes

In a continuing effort to enhance the value of information, via integrating multiple sources together, ACNielsen has begun to examine ways in which it can implement this in Hong Kong to aid in the area of media planning. ACNielsen conducts multiple research to aid in media planning, including Media Index for print measurement, Television Audience Measurement, Consumer Panels, Retail Measurement and customized research. The Media Index provides a one-time static category behavior descriptors along with broad usage patterns for major mass media, in addition to print behavior variables. However, it is not designed to capture the dynamic changes in brand/category usage, which is the domain of Consumer panels. Even though ACNielsen conducts both these types of research, individually they are unable to relate media behavior to changes in category behavior. For example, if we wish to target media specifically to early users of a recently launched brand, or, if we wanted to arrest the decline of a brand by addressing those who may have moved away from the brand in last two-three months, this is currently not possible through the existing approach.

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