Nielsen Introduces R&D Program in China

Nielsen has launched a global Research and Development program in China, focusing on market research technologies and methodologies. The firm says this initiative will become its most important R&D program outside the US home market.

Nielsen China's Global R&D program will tap knowledge from government, industry and academic sectors. The program is tasked with developing research methodologies in industries such as digital media measurement, for which Nielsen has signed an agreement with the Beijing Institute of Technology on a project called 'Video Watermarking' that will focus on tracking online video.

Additionally, Nielsen has set up its first innovation center in Beijing, from where it will develop new research methodologies and analyses.

With support from several clients, the firm has already implemented several R&D services - such as China's Three Screen' learning lab in Shanghai, which provides information on household usage of TV, Internet and mobile phones.

The firm has also recently doubled its panel size for retail sales measurement services in China, and established an analytics and modeling hub based in Shanghai; while rolling out its 'BASES' service, which forecasts and helps optimize sales for new product launches.

Nielsen is also planning to roll out its new Buzzmetrics service across China, to measure online 'word of mouth' and consumer generated media (CGM).

'We bring together local and international talent to work in conjunction with our clients, to help pursue the opportunities for growth in China,' states Mitch Barns, President of Nielsen in Greater China. 'New technologies, new methodologies, and new learnings from analyses that integrate across our range of capabilities... the opportunity for productive R&D is incredibly large and rich here in China.'

Web site: www.nielsen.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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