Do you know what’s in your closet? A friend once showed me her two oversized walk-in closets, packed from top to bottom in complete disarray. Thousands of dollars worth of tops, skirts, pants, suits, dresses, scarves, shoes… you name it, it was squished in –there… somewhere. Oddly enough, she typically wore the same old pieces in regular rotation… while continuing to buy more stuff! I asked why she wasn’t using the extensive wardrobe she owned. She rolled her eyes and groaned, "Ugh, I can never find anything in there… I don’t even know what I own."
Sound familiar? Now, picture those closets stuffed with data. Nielsen Homescan’s syndicated Consumer & Shopper Insights Suite consists of over 10 billion data points per update. How on earth can a brand manager or sales rep be expected to extract just the right information to help drive better business decisions from 10 billion data points? Never fear, Nielsen’s new Answers Shopper Management roadmaps (consider it the "California Closets" of consumer insights) now organizes, retrieves, and 
helps interpret the most critical findings about shoppers and their purchasing behavior. The roadmaps leverage pre-processed data sets derived from the most robust consumer panel available today, to help quickly and easily find a story, determine next steps, and drive business growth (creating that perfect outfit!)
Answers Shopper Management roadmaps break down this wealth of information into a set of Consumer Diagnostics (Market Level) reports for brand marketers, and a set of Shopper Diagnostics (Chain Level) reports for sales and category management applications. The analyses are 
logically organized into a list of concise business questions. One click brings you immediately to the relevant graphic, smart text, highlighted insights and recommendations to address your question. Within any report, lies the ability to change data selections re-populating all of the above dynamically! Cool stuff -- and the fastest, most comprehensive way to better understand shopping behavior across a vast set of categories and brands, channels and retailers, 
markets and trade areas, consumer segments and shopper groups.
View sample screenshots here (click and they will expand), and be sure to check back for future posts on how Answers Shopper Management roadmaps bring clarity to the world of shopper insight.
Email Peter Huisman @ peter.huisman@nielsen.com for a demonstration.
- Janice Linnane, Co-founder, The ShopperWonk
-email: janice.linnane@nielsen.com
