Are you bombarded by too many ‘research’ results and puzzled about how to connect all that information together? Do you feel that stand along research sometimes does not completely address your marketing issues? Jennifer Tsai would like to share an approach providing an integrated perspective of brand equity, shopping styles, purchase behaviors and category performance. Case studies will also be shared on how marketers can fully evaluate brand sales and positioning, diagnose problems, identify opportunities, alter or adjust their marketing programmes and monitor the results.

An example below outlines the steps marketers and researchers might take to evaluate disappointing results from a recently launched product:
 

• Recommendations about how to invigorate a stagnant category or stem declining category sales;

• An integrated analysis that probes whether the product is achieving sales that are consistent with its brand equity;

• Development of brand-building strategies that link increases in brand equity among consumers to market-share growth;

• Insights into promotional strategies, such as whether the brand has been over-promoted and would benefit from a larger investment in long-term brand building;

• Strategies to engage shoppers pre-store and in-store to drive brand growth;

• Consumer segmentation analyses to link consumers’ attitudes and purchasing behavior.

About Jennifer Tsai
Jennifer Tsai is Executive Director, The Nielsen Company Taiwan Ltd, managing Nielsen’s total customized business. She is a veteran in market research, with over 18 years of experience, having joined Nielsen in 1988. With her vast experience in customized research, she possesses broad knowledge and experience in handling different industry researches from multi-nationals to local clients including: IT; telecommunications; automobile; FMCG; and banking and finance. Jennifer has extensive experience in various types of research, from consumer behaviour and attitudes to motivational research through to positioning/segmentation research. Her expertise is in brand equity measurement, customer satisfaction, advertising evaluation and sales demand forecasting. As a result of her sophisticated and professional research expertise, Jennifer helps clients find the best paths to growth and reach their targets.

About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), business publications (Billboard, The Hollywood Reporter, Adweek), trade shows and the newspaper sector (Scarborough Research). The privately held company has more than 42,000 employees and is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. Nielsen delivers a wide range of proprietary services, including Retail Index, Brand3, DeltaQual™, Winning Brands™, ads@work™, packs@work™, concepts@work™, eQ™ and PriceItRight. For more information, please visit, www.nielsen.com.

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