We’re thrilled to be releasing a new publication sharing some of the technical and methodological measurement work happening at Nielsen. The Nielsen Journal of Measurement will cover advances related to major topics with implications for measurement, such as big data, panels, surveys, analytics, neuroscience and new technology. It will also explore how these advances are making an impact on the quality of data and insights in the marketplace.
At Nielsen, we measure what consumers watch and what they buy, so that our clients possess the knowledge they need to run their businesses. But we measure a great deal more. How do consumers respond to advertising, and what implications does that have? To innovation of different kinds? What factors do they consider on their path to purchase? And dozens of other things. All these insights help our clients improve their businesses. After more than 90 years, we’re privileged to be one of the world’s most trusted independent third-party measurement providers in media and CPG, but we recognize it’s a privilege that we earn only insofar as we continue to adapt to ever-changing market conditions.
Behind every measurement and insight, there’s a rich world of scientific methods and techniques in constant development. All of this happens under the hood, as it were, but it’s not less important for that. In fact, it’s fundamental to ensuring that the data that underpins our measurement is of the highest quality. Every day, we invent new techniques, test new methods, improve the way we collect, store and analyze data. We take great pride in our culture of measurement innovation at Nielsen, and we figured it made sense to share what we are up to with what we hope will become a very wide set of readers.
The inaugural issue of the Nielsen Journal of Measurement begins with four “snapshots” – short accounts of what we are up to in important areas that we hope to develop into complete treatments in forthcoming issues of the Journal. This is followed by three full-length articles:
- A paper by Paul Donato, our chief research officer, on the necessity of panels in making sense of the ever-expanding amount of set-top box data available;
- A discussion by Michael Link, president and CEO of Abt SRBI (and past president of the American Association of Public Opinion Research) and Jeff Scagnelli, manager of Data Science at Nielsen, on the evolution of surveys in helping researchers understand what motivates consumers to behave the way they do; and
- An exploration by JP Abello, director of Global Engineering R&D at Nielsen, of the immense promise of the Internet of Things and its implications for the measurement industry.
For a look at what’s happening behind the scenes at Nielsen, and to learn about some of the most ground-breaking developments in the market research world today, check out Volume 1, Issue 1 of the Nielsen Journal of Measurement.