NielsenIQ Academy NielsenIQ Academy Textbook 2022.pdf

© 2022 Nielsen Consumer LLC. All Rights Reserved.
NIQ Academy
Textbook (NAT)
NielsenIQ Case Competition (NCC)
2022 – Round 1
October 2022
Prepared by NielsenIQ

Disclaimer
▪ All contestant must accept with the ground rules in order to enter the competition, especially plagiarism
▪ Each team is responsible for keeping their work protected
▪ Any team found copying the materials, work, slides that belongs to other team, within or outside of the
NCC will be disqualified immediately

Welcome to round 1:
▪ Objectives
1. Equip contestant with foundation knowledge of market research & Omni-shopper understanding
2. Select contestants with capabilities for the next rounds
▪ Rules
1. This is a Multiple-choice, close-ended question (MCQ) test consisting of 30 questions of Knowledge, Calculation
and Analysis/ deduction questions. Test time is expected 30 mins and in English
2. Correct answer = +1 point, in-correct answer = –1 point, blank answer = –0.5 point
▪ Qualifying criteria
1. Must: submit test within given time (disqualified immediately if submitting after specified time. Submission time is
recorded by google form, not your clock. The organizer is not responsible for internet connection, lag time, etc.
2. Main: 16 teams with highest points
3. Bonus: submission time, the earlier the winner
▪ Key timeline
10.30 AM- 11.00 AM (29-Oct)
Each team is provided with NielsenIQ Academy
Textbook (NAT) via email. All questions from the
MCQ test are based on this textbook
10:55 AM (29-Oct)
Each team is provided the
google form link for the MCQ
test in advance
11:00 AM (29-Oct)
Each team starts taking test of Round 1. Teams can
open the test on multiple devices but can only
submit one form. Submitting twice will be
disqualified

Table of contents
1 Market research fundamentals
2 Fact fundamentals
3 Hotline

Market research accompanies with business in different stages
How can I develop,
price, package and
promote breakthrough
products to enhance
my diverse portfolio?
Who are my most
valuable consumers and
how do I build innovation,
marketing and in-store
activities to capture them?
How can I systemically
improve financial
performance by
delighting shoppers and
optimizing price,
promotion, assortment
and shelf?
Is my content and
advertising reaching,
resonating and
effectively delivering
results with my
intended audience?
Segment and identify
most profitable
consumers to unlock
demand
Develop, price, and
promote new
products and services
Engage consumers
through effective and
efficient marketing
Measure performance
and activate plans
through superior sales
execution
MARKET RESEARCH

Basic process of a market research project
Client brief
(Business &
Research
objectives)
Research design
Proposal Project set-up
Fieldwork
Analysis Finalize report
Presentation
Close project

7
Business objectives vs Research objectives
RESEARCH OBJECTIVES
What do you need to know
more and do more to make
your dreams come true
BUSINESS OBJECTIVES
What you always dream of
Example
I’m a biscuit manufacturer. I want to
double my business size by end of 2020
by penetrating into premium segment
Example
I need to understand consumers’ usage &
attitude towards premium biscuits. In
addition, I need their feedback on my
concept of new type of biscuits

Main research data types
● Desk research: information from public
sources, prestige websites, government
release,…
● Retail measurement: measure retail
sales effectiveness at retailers
● Consumer panel: measure shopping
behavior and habits of consumers
● Consumer insight: research about
behaviors, perceptions, reviews,
experiences of consumers
● Social listening: research about
behaviors, trends on social media
● Media measurement: measure
behaviors and habits on media
channels
● Big data: consolidate big amount
of data, which is more and more
applied in business to understand
consumers from different angles

Retail Audit data
DEFINITION
Measuring product movement from
manufacturers to the end consumers
through retailers. Nielsen tracks the actual
consumption and report on
monthly/quarterly/bi-annually basis
EXAMPLE
QUESTIONS TO BE
ANSWERED
- Potential of a category for a company to
enter? Market size and growth?
- Which region/channel should a company
focus?
…
Retail Audit Consumer Insight
EXAMPLE FACTS
- Value/ volume sales, share, growth
- Distribution
- SPPD/Offtake/Consumer support
- Purchase/stock
- Price
…

* Provinces: Tinh Quang Ninh
* Provincial Towns: Thi Xa Dong Trieu
* Provincial City: Thanh Pho Ha Long
Urban/rural definition for Retail Audit
VIET NAM
Provinces
National Cities
HCMC, HN, HP, DN & CT
Provincial
Cities*
Rural
Districts
Provincial
Towns
Urban
Districts
Rural
Districts
Wards Communes Wards Communes District Town Communes Wards District Town Communes
Rural
Urban
*Except for the whole Nha Trang City classified as Urban
Source: Nielsen RA
Based on administrative unit by Vietnam government for consistency, with exception of 5 national cities
and Nha Trang which are all urban.

Market hierarchy by regions in Retail Audit
Nationwide
TOTAL URBAN
Rural
MT NTW
MT Urban
MT HCM
MT HN
RC
MT
TT
Res Cafe
Traditional
Grocery
Nationwide
OFF ON
(by Total +
by regions)
(by Total +
by regions)
(7 regions) (7 regions) 6 Cities
N.E&N.W N.E&N.W RRL N.E&N.W Urb Ha Noi
Red River Red River RRL Red River Urb Hai Phong
S.East S.East RRL S.East Urb Da Nang
N.C.Coast N.C.Coast RRL N.C.Coast Urb Nha Trang
C.Hlands C.Hlands RRL C.Hlands Urb Ho Chi Minh
S.C.Coast S.C.Coast RRL S.C.Coast Urb Can Tho
MKD MKD RRL MKD Urb
7
Regions
(in.SR)
*MT Vietnam: From Jan’17 – delivered in Aug’17
M&B: From Aug’19 - only available for MP, BBD panel
Mom & Baby
MT SM
M&B NTW
M&B Urban

Market channels
On Premise
• Eatery/RTVN
• Sidewalk Eatery
• Wedding Restaurant
• Cafe
• Billiard & Karaoke
• Tea Shop
Off Premise
• Modern Trade
• Traditional Grocery store
• Personal store + Cosmetic
• Market Stall
• Market Stall Health & Personal Care
• Market Stall Milk/Biscuit/Spirit
• Milk/Biscuit/Spirit
• Dairy Shop
• Cigarette Kiosk
• Soft Drinks / Ice Cream Outlet
• Pharmacy
• Maternity & Baby Shop
• Biscuit/Confectionery Store
• SR Grocery
• SR Personal Care
• SR Beverage Store

13
NielsenIQ Consumer Insights Solutions
Capturing all moments of truth across the shopper / consumer journey
Zero Moment of Truth
Influences prior to purchase
Get to know the consumer and how they
perceive and interact with the brands in a
category i.e. Evaluate brand equity and
understand brand sentiments over time.
Second Moment of Truth
Using the product
Understand in-the-moment consumption /
usage occasions and motivations.
Ultimate Moment of Truth
Satisfaction with the experience
Identify, track and review how to better
meet the customer’s expectations and
secure their loyalty.
First Moment of Truth
Purchasing the product
Understand shoppers in real and virtual stores
across categories, brands and retailers.
Voice of the Consumer
Behavioral Data (Passive)
Digital Data*

14
NielsenIQ Consumer Insights Solutions
Capturing all moments of truth across the shopper / consumer journey
Zero Moment of Truth
Selecting a product and location for
a future purchase
▪ Segmentation Science
▪ Winning Brands
▪ Usage & Attitude
Second Moment of Truth
Using the product
▪ Consumption Moments
Ultimate Moment of Truth
Satisfaction with the experience
▪ CX (NPS)
▪ C-Sat
First Moment of Truth
Purchasing the product
▪ Smart Store
▪ Digital Shopper Analytics
▪ Smart Shopper
▪ Smart e-Store
Voice of the Consumer
Behavioral Data (Passive)
Digital Data*

15
15
15
Research methodology
▪ Provides us with important insights in understanding
why consumers behave or feel the way that they do
▪ Allows us to identify and understand relevant
behavior patterns, opinions, and motivations
▪ Helps us formulate hypotheses for further exploration
or quantification
▪ Enables us to add richness to the findings of
quantitative research
▪ Produces results that are projectable
▪ We are able to add the dimension of “how many” we
are talking about
▪ Is based on a ‘scientifically’ drawn sample of the
universe population
▪ Able to attach statistical rigidity to the findings
Qualitative method Quantitative method

16
16
16
Qualitative methodologies for shopper studies
Focus group
discussions In-store
accompany &
observation
Ethnography
▪ Shoppers are invited to
discuss their shopping
behaviors/ experience in a
group
▪ The discussion is guided
by a skilled monitor
▪ Conventional and time-
saving
▪ Interviewer shops along
with respondents or
observes their shopping
journey in store
▪ Explore shopper’s in-store
behaviors and direct
influence on their
decisions
▪ Another type of
observation
▪ In-home observation to
identify how purchased
products are consumed

17
17
17
Quantitative methodologies for shopper studies
Exit interview
Traffic count &
shopper
observation
▪ Interview shoppers as they
finish their in-store
shopping trip and exit the
store
▪ Quick interview
▪ Capture instantly
shopping moments and
store experience
▪ No interview carried out
▪ Interviewer only count the
number of shoppers
visited the store and
observe shoppers’
behavior at store

Hints to choose Qualitative vs. Quantitative
▪ How many
▪ Proportion
▪ Penetration (reflect on total
population, not respondent)
▪ Relative importance
▪ Measure
▪ Monitor/ Track
▪ Estimate
▪ Understand
▪ Initial
▪ Explore
▪ Motivations
▪ Needs
▪ Communication
▪ Segmentation
▪ Product development
▪ Usage and Attitudes pattern
Qualitative Qualitative + Quantitative Quantitative

19
19
19
Who are shoppers?
▪ The consumer is the person who makes use of
a product or a service—the person who eats a
snack, drinks a beverage, reads a blog, or posts
a trending topic on social media.
▪ The shopper is the person who finds and
acquires those products or services, the person
who actually purchases them in the store
(digital or physical).
▪ Often, consumers are in some way connected
to the shopping experience: researching,
comparing, influencing, deciding on the
basket, and doing the shopping itself.
▪ But the consumer is not always the shopper,
and the shopper is not always the consumer.
19
The distinction between consumers and
shoppers impacts how we market products.

20
20
20
Common shopping channels
We often see ourselves browsing and making purchases at some channels below:
▪ Hypermarkets
▪ Supermarkets
▪ Convenience stores
▪ Personal care stores
▪ Grocery stores
▪ Wet market
▪ E-Commerce
▪ Manufacturer’s/ retailer’s websites
▪ Social commerce
■ Offline ■ Online
An omnishopper is most likely carry out their shopping journey experience in both offline and online
channels.

21
21
21
Shopper’s activities
Often, a shopping journey involves different activities at each shopping stage.
▪ Read reviews online
▪ Discuss about the product with other people
▪ Browse and compare price/ promotions
▪ Browse the store
▪ Compare prices offered by different brands
▪ Compare promotion programs
▪ Interact with store staff/ brand activation activities
▪ Experience the product
▪ Evaluate the experience
▪ Discuss the experience with others
Pre-shopping
activities
In-store
activities
Post-purchase
activities
We are seeing more hybrid
activities such as order online
and collect at stores or browse
the products at store and make
purchases online (or vice versa)
which enhances omnishopping
behaviors.
Shopper’s activities and
interaction within a shopping
journey is complex and
intriguing. Understanding their
shopping needs and purposes
is essential to retailers/
manufacturers to improve in-
store success.

✔ Purchase Volume
✔ Purchase Share
✔ Stock Volume
✔ Stock Share
✔ Off-take/ SPPD/ Consumer Support
✔ Price per Pack
✔ Average Price per Unit
✔ Price Index
✔ Numeric/ Weighted Distribution
✔ Distribution Quality
✔ Value/ Volume/Unit Sales
✔ Value/Volume/Unit Growth
✔ Value/ Volume/Unit Share
✔ Value/ Volume Share of Trade (SOT)
6 main cluster
Purchase
Stock
Price
Off-take
Distri-
bution
Value/
volume/Uni
t
What can you read with Retail Audit data?

Facts Definition Implication
Value/Volume/ Unit
Sales
▪ Sales to consumers expressed in
value/volume/unit basis
▪ Measurement: Value (VND/ USD/...), Volume
(KG/L/…), Unit (number of SKU)
▪ Measure total market size,
manufacturers/brand performance
Value/Volume/Unit %
Growth
▪ % of change in sales compared to a certain
point of period
▪ Measure the growing speed of a product
Value/Volume/Unit %
Share
▪ Share of a brand/SKU on either total
market or specific segment
▪ Measure performance of a manufacturer/brand
in a context with competitors
Value/Volume Share
of Trade (SOT)
▪ % sales from certain channels/ markets out
of total busiaddness
▪ Measure the importance of specific sub-
markets to total market.
Assortment ▪ Collection of goods and products that
retailer offers to consumers at specific
times and locations.
▪ Show the strategy to control and manage
product portfolio sold in the store
Fair share index (FSI) ▪ The situation when total facing share of a
SKU/Brand/Manufacturer equals to their
share in total MT market
▪ This shows the effort of retailer to control
assortment based on SKU/Brand/Manufacturer
performance
Value/ volume share & sales
1

Value/volume % Growth
No change
Value/volume
Share
%
No
change
We are declining at a lower rate
than the total category
While the total category is
declining, we maintain our sales
We are gaining sales
Faster than the
Total category
We are declining in line with the
total category
No improvement or decline in our
sales position
We are gaining sales
In line with the total category
We are losing sales at a faster rate
than total category
We are stagnant while the
category continues to grow
We are gaining sales but not as
fast as our competitors
Example of typical scenarios
+
–
+
–
Value/ volume share & growth
1

A A A A
1 1 1 1 1
1
1 1
1
1
15 30 15 6 4 7 10 5 3 5
Total Sales of Category = 100
#Stores of Panel = 10 If Manu A is stocked in 4 stores, it has:
✔ 40% Num Dist
✔ 70% Wtd Dist
✔ Quality of distribution = Wtd /
Num : 1.8
2
WTD vs NUM distribution
Numeric Distribution
(Num Dist)
▪ Represents the percentage of stores within the universe
handling the product during the audit period
▪ Measure penetration in terms of
number of stores
Weighted Distribution
(Wtd Dist)
▪ % of category turnover accounted for by those stores
handling the product during the audit period
▪ Measure penetration in terms of
store importance

✔ Used to understand in-store rate of sale, minimizing distribution bias.
✔ Used to build to increase/decrease ranging or distribution of leading/poor performing SKUs.
S.P.P.D
% WTD
=
Volume/Value Sales
3
Rate of sales/ Off-take

Price per pack ▪ Average retail selling price to the consumer
▪ Measure the actual price sold in the market vs
recommended price
▪ Measure the impact of price vs sales
Average Price
per KG/L
▪ Average price paid for a product based on value
sales divided by volume sales
▪ This represents the average net retail price
▪ We use when we work on aggregate product
(total category, segment, brand etc… ) or use it
to compare 2 SKUs with different pack sizes
Price index
▪ Average Price of the product / Average Price of
Total Product) * 100
▪ Measure whether a product has average price
higher or lower in comparison with total
product. Useful when dividing price tiers (Price
segment)
Price facts
4

5
Stock facts
Total Stock / Share
■ Total Stock: the combined reserve and forward stocks of a brand or SKU on the day of audit expressed as
units or a converted volume basis (e.g. liters, kilograms, etc.)
■ Stock share: the selected product’s share of total stocks for the selected Total Product
Stock
Forward stock Reserve stock

30
30
30
Contributing factors to in-store sales
▪ Point of sales materials (POSMs): posters,
hangers, ceiling hangers, racks, promotion
selves, banners, standees, etc.
▪ Store staff/ PG
▪ In-store promotion/ advertising activities
▪ Product availability
▪ Payment methods
▪ Flexibility on product delivery/ order making
▪ Product availability
▪ Payment methods
▪ Customer service
▪ Promotion offers/ vouchers
▪ Delivery diversity
▪ Online promotion/ advertising
Physical store Virtual store

Hotline
The hotline is set up with the aim of addressing the common queries from contestants during NCC 2022 –
Round 1 in terms of Ground Rules and Technical Support. We will not answer any questions to help
contestants solve the Test or explain the Test.
Please contact hotline for the mentioned above with steps:
1. Dial number:
2. Press the extension: 0
3. Provide your team name & your full name to the Call Center
4. Ask the question
1 .1 If you are using the mobile phone
028 399 78088
1.2 If you are calling from province outside Ho Chi Minh City by landline
1.3 If you are calling by landline in Ho Chi Minh City 399 78088

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Thank you.

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