Nielsen and The NPD Group have formed an alliance 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 is designed to 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.
“Brands and retailers need to see the total picture as purchasing options and shoppers’ habits continue to evolve,” said Karyn Schoenbart, CEO of The NPD Group in a statement. “Together we are building a diverse, representative and 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.”
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.