Canadian Homescan Launch Targets Panel Bias

Nielsen has launched a Canadian consumer intelligence tool called Homescan Trip Projection, which reduces panel bias by combining geographic and demographic representation with shopper trip behaviour.

Nielsen's consumer panel has measured behavior across the physical and digital retail landscape since 1994. The new launch by Nielsen Connect builds on this to uncover Canadian 'omnishopping' behaviour, with data covering region, household size, life stage, presence of children, household income, language, size of shopping basket and frequency of shopping trips. The solution is powered by Nielsen's Connect Express, and available through its new Web I-Sight data visualization tool.

Liz Buchannan (pictured), the firm's Consumer Intelligence Leader for North America, comments: 'While the size of our panel is noteworthy, through investments in our trip projection methodology, we are significantly improving the panel data quality for the Canadian market. For our clients, this means better business decisions with more accurate data, more consistency over time and across analysis and greater confidence in insights by preserving the integrity of household dynamics'.

Web site: www.nielsen.com .