Leveraging Mobile Technologies for Retail Channel Survery - Nielsen

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This document discusses leveraging mobile technologies to improve retail channel surveys. It describes moving from paper-based surveys to using mobile devices for data collection. Technologies like navigation, geo-fencing and path tracking help guide data collectors and ensure complete coverage of survey areas. A data analytics engine allows for real-time data quality checks and faster processing to update retail universe estimates. The new approach aims to enhance efficiency, data quality and turnaround times for understanding market size and composition through retail channel surveys.

Technology

March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

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March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

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March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

LEVERAGING MOBILE TECHNOLOGIES
FOR RETAIL CHANNEL SURVEY
TUNG, WHYE LOON; LIN, XIAOYU; BANKS, TIMOTHY
NIELSEN SINGAPORE, MEASUREMENT SCIENCE INNOVATION LAB
47 SCOTTS ROAD #13-00 GOLDBELL TOWERS S(228233)

Copyright©2013TheNielsenCompany.Confidentialandproprietary.
2
Help our clients have the
most complete understanding
of consumers worldwide
Our Mission

Copyright©2013TheNielsenCompany.Confidentialandproprietary.
3
If consumers:
• Watch it
• Read it
• Listen to it
• Play it
• Share it
• Interact with it
• Or buy it
Nielsen provides unique insights into their behavior

Copyright©2013TheNielsenCompany.Confidentialandproprietary.
4
RETAIL CHANNEL SURVEY – UNDERSTANDING THE
MARKET SIZE & COMPOSITION
Number of sales outlets, types of outlets, products carried, panel recruitment

Copyright©2013TheNielsenCompany.Confidentialandproprietary.
5
FROM PAPER-BASED TO MOBILE RETAIL CHANNEL SURVEY
Now - Survey using deviceBefore - Survey using paper

Copyright©2013TheNielsenCompany.Confidentialandproprietary.
6

Copyright©2013TheNielsenCompany.Confidentialandproprietary.
7
THE INFOCOMM TECHNOLOGY (ICT) ERA
• Great opportunities for MR innovations
• Offers wider reach & faster turnaround
• Digitization of data
• Higher throughput & better quality control
• Advancement in mobile communications, GPS
• Seamless integration of front- and back-end
We can leverage on
technologies to enhance
efficiency and drive data
quality improvements

Copyright©2013TheNielsenCompany.Confidentialandproprietary.
8
Navigation & Geo-fencing
Data analytics & quality engine
Survey path-tracking
LEVERAGING TECHNOLOGIES FOR SURVEY

Copyright©2013TheNielsenCompany.Confidentialandproprietary.
9
COMPONENT #1: NAVIGATION & GEO-FENCING
 Each survey block/area has GIS digital boundaries
 Boundaries overlaid on street map and display on HHT/mobile device
 GPS system helps to guide data collectors to assigned survey areas and
prevent them from straying into neighboring areas

Copyright©2013TheNielsenCompany.Confidentialandproprietary.
10
COMPONENT #2: PATH-TRACKING
 Helps to improve coverage levels & prevents
data collector missing part(s) of survey area
 Supervisor can monitor progress of data
collector
 Improves efficiency and quality of data
collection process by mitigating double-
counting

Copyright©2013TheNielsenCompany.Confidentialandproprietary.
11
COMPONENT #3: DATA ANALYTICS ENGINE
 Checks completeness and response logic of surveys
 Monitor growth trends by retail channel type and flags
quality issue if there is huge divergence
 Reduces data cycle time and enhances data quality for
continuous retail universe estimation and update
Statistician
(Retail universe
computation)
Chain of BUs and processes
handling the data
Data
upload
Field data
collector
Data quality
report
Data quality issue is raised long
after collection has ended

Copyright©2013TheNielsenCompany.Confidentialandproprietary.
12

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