Market research alone not enough, but efficient action essential, Nielsen says
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WITH DIGITAL-CONSUMER behaviour in a state of transition, marketing insights are no longer enough for media owners, media agencies, brands and companies to help drive sales.
Suresh Ramalingam, managing director of Nielsen Company (Thailand), told The Nation that marketing campaigns should start from using the right and effective media and understanding the real perceptions of targeted customers and end in persuading those customers to make a purchase.
“The return on investment of every dollar that a client is spending is money worth spending. So value-based research is what the game plan should be for this year and the years to come,” he said.
Collecting market information is a research journey. It used to be a common standard for a research agency to obtain information that was available everywhere in the market and translate the data into insights.
“From now on, the most important thing is the way to transform insights into action,” he said.
Nielsen provides an advertising information service for clients to help them understand and get updated on how media can reach audiences. Clients can use the data to calculate the cost-per-rating point for cost efficiency before investing in each advertising medium.
After the money is spent on advertising, Nielsen can offer research on customers’ attitudes and an evaluation of the campaign’s effectiveness in terms of sales volume.
Sinthu Peatrarut, managing director for media client leadership, said that positioned as a third-party independent research company, Nielsen could work with all parties in various industries ranging from media owners, media agencies and media planners to brands, companies and manufacturers.
To gain more insightful data and to help clients act on those consumer insights, Nielsen continues to invest in its core business – media and market research – for its strong customer base after the company has been in this country for more than two decades.
For media research through Nielsen TV Audience Measurement, the company says it will expand its sample size from 1,800 homes to 2,200 by next year to accommodate the 24 new terrestrial-based digital TV channels.
To prepare for the rapid change in the media industry driven by mobile Internet use, the media research firm is planning to conduct multi-screen measurement for online media by the third quarter of this year.
