Website: www.nielsen.com/cn/zh.html
Nielsen, Inc. is a leading global market research firm founded in 1923 by Arthur Charles Nielsen, a pioneer in modern market research, and headquartered in New York City. As one of the world's largest market research companies, Nielsen provides customized market research services to businesses worldwide, leveraging its expertise in data analysis and market insights. Nielsen's core businesses include consumer behavior research, media monitoring, retail data analysis, and marketing strategy consulting, helping clients better understand market dynamics and optimize business decisions.
Nielsen's greatest strength lies in its ability to tailor research solutions to meet individual client needs, ensuring that every project delivers the most accurate data and valuable insights. Whether it's product development, market positioning, or brand promotion, Nielsen provides comprehensive support through its global data network and advanced analytics tools.
The history and development of Nielsen
In 1923, Arthur Charles Nielsen founded Nielsen Corporation in the United States, initially focusing on retail auditing and consumer behavior research. As its business expanded, Nielsen gradually became a leader in the global market research industry. In the 1950s, Nielsen launched its television ratings service, which became an important benchmark for the media industry. Since then, Nielsen has continuously expanded its business scope, covering multiple areas including retail, media, and consumer behavior.
Entering the 21st century, Nielsen continues to lead innovation in the market research industry, pioneering the application of big data and artificial intelligence technologies in market research. By integrating online and offline data resources, Nielsen can provide clients with more comprehensive and accurate market insights. Today, Nielsen operates in more than 100 countries and regions worldwide, providing customized market research services to clients across various industries.
Nielsen's core business
Nielsen's core business can be divided into the following aspects:
- Consumer Behavior Research : Nielsen helps clients better understand their target markets by surveying and analyzing consumer buying habits, preferences, and attitudes. Nielsen's consumer research covers multiple industries, including food, beverages, personal care, and home goods.
- Media Monitoring : Nielsen's media monitoring service includes analysis of viewership, listenership, and click-through rates across channels such as television, radio, the internet, and social media. This data provides important insights for advertisers, media companies, and content creators.
- Retail data analytics : Nielsen helps clients understand market trends, competitor performance, and consumer demand by collecting and analyzing sales data from retail channels. This data can be used to optimize product mix, pricing strategies, and promotional activities.
- Marketing Strategy Consulting : Nielsen provides clients with comprehensive marketing strategy consulting services, from market positioning to brand promotion. Through data-driven insights, Nielsen helps clients develop effective marketing plans to enhance brand influence and market share.
Nielsen's global influence
As a leading global market research company, Nielsen boasts a broad client base and partners worldwide. Whether it's a large multinational corporation or a small to medium-sized local company, Nielsen provides tailored market research services. Nielsen's data and insights are widely used across multiple industries, including FMCG, retail, media, finance, and healthcare.
Nielsen's global influence is also reflected in its role in setting and promoting industry standards. For example, Nielsen's television ratings surveys have become an important reference standard in the global media industry, widely used by advertisers, media companies, and content creators. Furthermore, Nielsen actively participates in industry forums and seminars, driving innovation and development in the market research industry.
Nielsen's technological innovation
Nielsen is committed to technological innovation, continuously enhancing its market research capabilities by introducing advanced technologies such as big data, artificial intelligence, and machine learning. For example, Nielsen has developed a big data-driven consumer behavior analytics platform that can track and analyze consumer purchasing behavior and preferences in real time. Furthermore, Nielsen has launched intelligent retail data analytics tools to help clients quickly identify market trends and business opportunities.
In the field of media monitoring, Nielsen pioneered cross-platform media measurement technology, capable of simultaneously monitoring user behavior across channels such as television, the internet, and social media. These technological innovations not only enhance Nielsen's data analytics capabilities but also provide clients with more comprehensive and accurate market insights.
Nielsen's Development in China
Nielsen entered the Chinese market in 1992, becoming one of the pioneers in the Chinese market research industry. After years of development, Nielsen has established a strong data network and a professional service team in China, providing customized market research services to local clients. Nielsen's business in China covers multiple areas, including consumer behavior research, retail data analysis, media monitoring, and marketing strategy consulting.
In China, Nielsen has established long-term partnerships with numerous well-known companies, including leading enterprises in the FMCG, retail, media, and finance industries. Nielsen's data and insights are widely used in the Chinese market to help clients better understand consumer needs and market dynamics, and optimize business decisions.
Nielsen's social responsibility
As a leading global company, Nielsen is committed to social responsibility and actively participates in philanthropic endeavors and sustainable development projects. Through its global network and resources, Nielsen supports projects in education, environmental protection, and health, making a positive contribution to society. Furthermore, Nielsen is dedicated to promoting diversity and inclusion, providing its employees with equitable working conditions and career development opportunities.
Nielsen also leverages its market research capabilities to provide data support and solutions for social issues. For example, Nielsen has participated in numerous research projects on consumer health and lifestyle habits, helping governments and relevant agencies develop effective public policies.
Nielsen's Future Outlook
Looking ahead, Nielsen will continue to lead innovation and development in the market research industry. With accelerating globalization and digitalization, Nielsen will further strengthen its data network and technological capabilities to provide clients with more comprehensive and accurate market insights. Nielsen will also actively explore new business areas, such as e-commerce, social media, and mobile internet, to help clients navigate rapidly changing market environments.
In the Chinese market, Nielsen will continue to deepen its cooperation with local clients and provide more customized market research services. Nielsen will also actively participate in China's digital transformation, leveraging big data and artificial intelligence technologies to provide Chinese enterprises with more intelligent market solutions.
In conclusion, Nielsen, as a leading global market research company, will continue to provide clients with the most valuable market insights, helping them succeed in highly competitive markets, thanks to its professional data analysis capabilities, global network, and innovative technology.
