Nielsen Rolls Out Homescan Consumer Panel In China

Nielsen will soon reach 40,000 households in China through the launch of its Homescan consumer purchase panel in the region.

The panel - which the firm says will be the largest of its kind in China - will provide reads for key cities and provinces, as well as city-tier reporting. It extends Nielsen's existing panel in Hong Kong, and plans are already underway to introduce a panel in Taiwan to provide full coverage for the Greater China region.

With the addition of these new panels, Homescan will now operate in 28 countries, measuring the purchase behaviour of more than 300,000 households.

'The launch is a critical step in our commitment to offer comprehensive and integrated services in China,' said Mitch Barns, President of Nielsen Greater China (who took up the post in December (www.mrweb.com/drno/news7657.htm ). 'Our ability to integrate the Homescan data with data from Nielsen's other services in China will enable us to provide our clients with a complete and integrated view of retail sales, media activity, and consumer purchase behaviour.'

Barns added that the launch adds to Nielsen's other investments in expanding its retail measurement, online media measurement, and several other capabilities in the region.

Last May, Nielsen partnered with research firm Phoenix Multicultural, to launch a national Homescan Consumer Panel to tap in to the $1 trillion Hispanic consumer market (www.mrweb.com/drno/news6817.htm ).

The firm is online at 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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