Nielsen releases FMCG evaluation framework

The company said it was the first target group analysis tool in the market grounded in the BASES database – the largest database to predict consumer behaviour in a retail environment.

Nielsen claims Target Group Performance Analysis will be able to provide an absolute look at a specific buyer and how responsive they may be to a certain initiative.

Jenny Frazier, senior vice-president of Nielsen’s innovation group, said: "Our leading-edge development strategies put product offerings in prime position to succeed. Continuing this trend, Nielsen Target Group Analysis will take the guess work out of targeted initiatives for our clients and will add context and confidence to targeted innovation decisions with both survival and strategy in mind."