Omnishopper insights are about to get real. A partnership between Nielsen and The NPD Group is set to build a large-scale omnishopper consumer panel that pairs Nielsen’s fast-moving consumer goods (FMCG) consumer measurements with The NPD Group’s general merchandise consumer measurements. The partnership, announced in late February, will provide retailers with additional insight into shoppers across all channels, as well as products across all categories.
The omnishopper panel will connect to multiple consumer data
sources to comprehensively track behavior across both digital and physical
touchpoints. The panel also will leverage Nielsen’s and NPD’s deep product
reference data and retail market measurement truth sets to deliver accurate
omnishopper insights and increase data granularity.
According to Karyn Schonbart, CEO of The NPD Group, “Brands and retailers need to see the total
picture as purchasing options and shoppers’ habits continue to evolve.” The
ultimate goal of the partnership is to create a 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, chief product and technology officer at New
York-based Nielsen added, “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.”
The panel is part of Nielsen’s Total Consumer measurement framework, which seeks to provide insight into the entire customer journey. Nielsen also has been making other strategic investments in its panel business to improve coverage, usability and quality, including increasing its capabilities in mobile collection, projection methodologies, segment representation and access via Nielsen Connect.
We're interested and excited to see what new insights these two powerhouses are able to bring to light now that they're working together.