Nielsen and NPD in Quest for the 'Omnishopper'

Nielsen has joined the NPD Group in a new alliance which aims to 'reimagine the future of omnishopper measurement'. The partners are building a 'large-scale, comprehensive' consumer panel bringing together Nielsen's CPG measurement and NPD's general merchandise data.

The partners say they recognise that 'in today's consumption environment, no single panel will meet all measurement needs' - therefore the Omnishopper panel will connect to multiple consumer data sources to give comprehensive tracking of online and off-line shopper behavior 'across all products and categories'. Advantages include improved visibility into 'smaller trip occasions' and increased granularity of data.

Nielsen says the alliance is a 'critical component' of its Total Consumer framework, and notes that it has made broader strategic investments in its panel business over the last year 'to improve the coverage, usability and quality of its panel offerings, most notably, increasing its capabilities in mobile collection, projection methodologies, segment representation and access via Nielsen Connect'.

NPD CEO Karyn Schoenbart (pictured) comments: 'Brands and retailers need to see the total picture as purchasing options and shoppers' habits continue to evolve. Together we are building a diverse, representative and comprehensive omnishopper panel utilizing NPD's pioneering receipt harvesting technology that will provide previously unavailable quality measurement across all brands, all industries and all channels'. John Tavolieri, Nielsen's Chief Product and Technology Officer adds: 'We are bringing to the table a fundamentally new approach that starts with gaining a solid understanding of the omnishopper, built to capture a consumer's 'share of life' and ends with a framework for clients that is truly future proofed'.

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