Understand How Consumers Define Categories
To meet consumers’ needs it is necessary to understand how they view and purchase the category. Analytic Consulting's Market Structure Solutions clarifies the who and how of competition. Market Structure Analysis provides a better understanding of the product attributes consumers value most and what competitive products are in their shopping basket. Using advanced analytical techniques, Market Structure Analysis reveals competitive relationships among products based on the key attributes that drive purchase behavior.

Identify Targeted Consumer Segments

Nielsen Analytic Consulting's Preference Segmentation Solutions utilizes the Homescan® Household Panel to segment households based on the items they purchase. Having identified these unique consumer segments, Preference Segmentation further helps to identify the demographics and buying behaviour of consumer segments most important to the brand franchise. In addition, this tool shows the competing brands that are dependent on the same households.

Key Business Benefits:

• Enhance product development by understanding the product attributes that are important to customers

• Allows you to develop strategic direction to your marketing plan

• Evaluate the buying behaviour of consumer segments

• Build planograms that align products according to how consumers shop the category

• Improve promotional effectiveness and reach by selecting products that appeal to different consumer segments

Market Structure Defines The Category