Predictability is Far Better than Probability

No other company knows innovation and concept testing like Nielsen. We can help predict the probability of launching a winning product.

It starts with ensuring your products are developed to stand up to competition. Our team of consumer insight experts work with you every step of the way to address your most pressing product development needs, from sensory evaluation and blind testing to long-term evaluations.

With a winning product in hand, our highly refined research process will aid you in commercialization. With over 30 years of testing across more than 200,000 initiatives worldwide, we identify which factors will lead your new innovation to market success. In fact, we have validated around 2,000 of our holistic initiative tests over the years and have found the variance between our volume forecasts pre-launch versus what actually happened in the market is within just 9 percent.

Our experience tracking of thousands of marketing campaigns, combined with the experience of our trusted experts and comprehensive suite of solutions, will help you differentiate your innovation, ultimately paving the way for a winning and sustainable launch.

Nielsen Factor 4 Success Wheel

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How We Do It

Nielsen’s world-leading concept screening solutions identify winning concept initiatives and prevent costly distractions.

Using proprietary technology that applies neuroscientific techniques to market research, we provide insight into every aspect of your marketing material.

From FMCG to financial services, some of the world’s leading organisations talk about our strategic role in helping them seize opportunities, drive profitable growth and outperform their competitors.


Data from more than 60 million households provides a comprehensive, single-source view of the impact your advertising is having on sales.


Raise your marketing efficiency by identifying, understanding, and locating your best consumers where they live and shop.

Find the right solution for your business.