The Nielsen company: Market research for Pantene shampoo

Abstract

Nielsen, headquartered in US was the market leader globally with 17% share of the $29 billion market research industry in 2009. Nielsen provided solutions to clients marketing problems with its single minded focus on consumers. While certain research needs were common across businesses, others were idiosyncratic depending upon the strategic goals of the business. For common research needs Nielsen had a suite of internationally recognized proprietary products providing powerful comparative and normative data. For specific needs Nielsen tailored research solutions. Often a combination of the two was necessary.