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comScore Hires CPG Solutions Leader
Online measurement specialist comScore Networks has appointed Charles Pearson as Head of its CPG Marketing Solutions Group, with responsibility for the company's full suite of CPG research services.
Pearson joined comScore earlier this year as a Senior VP in the Q2 custom research division, following nearly twenty years of experience with leading MR firms, including Information Resources, ACNielsen, Ipsos-ASI and MarketTools.
The Group uses comScore's global online consumer panel and its Behavior Activated Research (BAR(r)) capability to give clients a base of more than 70 million households with which to conduct their research. BAR(r) uses Catalina Marketing's data from measuring specific brand and item purchases made by millions of consumers in 18,000 US supermarkets, with in-store UPC scanners to identify current and historical purchase activity of interest, and invitations issued to targeted consumers to participate in custom or syndicated research studies.
The Group's services also include 'Cognographic(tm)' descriptors of consumers' lifestyles, interests, and passions based on comScore's continuous measurement of panellists' actual online activities and behavior.
Pearson's team includes four VPs who are CPG research veterans: Susan Robinson, an expert on BAR(r) and numerous other applications; Mike Gray, recently joined from MarketTools with extensive supplier and ad agency custom research experience; Suzanne Johnson, formerly of MarketTools, GfK and ACNielsen/BASES; and Mary Cooper, a veteran of IRI and SAMI/Burke agencies and clients Kraft Foods and Anheuser Busch.
Pearson says the position is 'an ideal next step for me... after years of work combining the discipline of CPG research with emerging technologies. comScore is online at www.comscore.com
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