This document discusses Nielsen Consulting's research-led strategy development services. It notes that clients seek a "translation layer" to help apply insights from vast research data to business problems. Nielsen Consulting serves this role by collaborating with clients to identify key issues, provide customized solutions using multiple data sets, and help form responsive strategies. This consultative approach helps mitigate risks of misinterpreting data and reduces the chance strategies will be misguided.

1. NIELSEN CONSULTING
RESEARCH LED STRATEGY DEVELOPMENT
APRIL 2013

2. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
NIELSEN CONSULTING: THE TRUSTED ADVISOR
Brands, retailers and agencies alike seek a ‘translation layer’ to act on the wealth of research
data available.
60%
50%
40%
30%
What clients get
What clients want
20%
10%
0%
Data provider Info sources Business issue Solution Trusted advisor
provider contributor provider
Source: Nielsen client surveys 2

3. PROBLEM-LED STRATEGY DEVELOPMENT
The translation layer between complex data and meaningful business outcomes
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
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
to:
- Identify the problems worth solving
- Provide customised solutions to gain relevant insights
- Form strategy and direction to respond to the business
issue
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4. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
THE ONE-WAY RESEARCH PROCESS CARRIES RISK
The ‘brief and respond’ process for insights data can be risky and time consuming.
Client led
Nielsen led
REQUEST DATA CONDUCT ANALYSIS FORM STRATEGY EXECUTE
Data provision as Client accesses Client develops and Client executes
requested, or to a data, conducts forms core strategy
set research brief analysis
RISK
Potential risks Is this all of the data Do the analysts have How would the Is the strategy based on
that is helpful to solve the expertise and/or strategy have changed the correct conclusions?
the business problem? time to extract the if other relevant data What is the feedback
Does this get to the relevant and most was available? loop to insights for future
root cause of the valuable insights across strategy development?
business issue? multiple datasets? 4

5. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
A CONSULTATIVE APPROACH MANAGES THIS RISK
Adding a consultation layer reduces risk through effective 2-way engagement
Client led
Nielsen led
IDENTIFY CREATE DATA CONDUCT FORM EXECUTE
BUSINESS ISSUE SOLUTION ANALYSIS STRATEGY
Client identifies Create custom data Nielsen conducts Strategy is Client executes and
business issue in solution across analysis recommended commences feedback
collaboration with multiple research collaboratively loop.
thought partner practices and with client
industry
Mitigated risk
datasets, including
proprietary client
data
RISK
Relevant research In-house expertise Thought partnership
De-risking the and datasets are and resource to delivers combined
process developed and gain accurate and expertise to form
executed timely insight from client strategy
each dataset
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6. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
THE CONSULTATIVE FEEDBACK LOOP
Consultative approach ensures ongoing collaboration and strategic leadership to tackle
business issues
Nielsen led
Identify the
business issue
Client led
Collect
Execute
Relevant Data
Conduct
Form strategy
Analysis
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7. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
THE CROSS-FUNCTIONAL THOUGHT PARTNER
Marketing
effectiveness
Brand
Shopping
Expertise, data and insights & retail
from multiple research Nielsen
practices, across numerous
industries. Product
Innovation
Cross platform
media
consumption
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8. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
CREATING A UNIQUELY CONSOLIDATED VIEW OF THE CONSUMER
Combining multiple research data to form an uncommon sense of the consumer
Motivations What I actually purchase
Intentions and Desires
How I shop
Attitudes
Unmet needs
What messaging and content I
was actually exposed to Geography
Demography / lifestage My Media and Technology usage
What my brain subconsciously tells How I feel about your
me about things product, advertisement or content
What I did as a result of your What I purchased and why
product, campaign or (Price, place, promotion)
advertisement and why
What new products I would
How my opinion of you consume if they existed and how
has changed
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9. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
AND ALSO INFORMS EFFECTIVE PLANNING WITHIN
THE MEDIA AND DIGITAL INDUSTRY
Optimal pricing Product & content innovation
Campaign effectiveness Cross-platform optimisation of
content and advertising
Differentiating a publisher
audience Demonstrate Marketing ROI
during and post-campaign
Market Mix Modelling
(Price, Place, Promotion) Convergence strategy
Understand RESONANCE and
REACTION to content, and campaigns
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10. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
CONTACT
Consulting Lead, Media
John Price
http://viz.me/JohnPrice
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