Nielsen Handed Research Baton for 2012 Olympics

Nielsen has been selected by the London Organising Committee of the Olympic Games (Locog) to provide market research services for the London 2012 Olympics and Paralympics.

London 2012 Chairman Sebastian Coe said that the company will test the organising committee's ideas through market studies and online surveys.

'Nielsen will assist us in the decision making process by testing our ideas in the market place. One of our challenges - and opportunities - is connecting with young people. Nielsen will help us do this and will, I'm sure, prove to be a huge asset to our marketing push.'

As the Official Market Research Services provider, the agency will undertake all of Locog's market research, including developing a market research strategy, undertaking tracking studies, and organising online panels and surveys.

Nielsen's Vice Chair Susan Whiting said that the firm is looking forward to providing consumer and media insights to Locog.

The firm becomes the 10th Tier Three sponsor of the London 2012 games, and will contribute between £10-20 million worth of services as part of the deal. The company also provided research services during the Beijing games.

Web sites: www.nielsen.com and www.london2012.com .