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SCHAUMBURG, Ill -- ACNielsen U.S. plans to work with PepsiCo to co-develop of a range of value-added applications that are designed to yield strong consumer-driven sales insights.
The agreement forges collaboration between ACNielsen and PepsiCo R&D functions, drawing on the creative and analytic capacity of each to drive industry-leading shopper insight capabilities, utilizing ACNielsen's consumer panel and product-coding assets. This represents a new step for PepsiCo, focusing more research investment against a closer, more in-depth view of consumer shopping behavior.
"Our success is highly dependent upon PepsiCo delivering increased value to consumers through innovation and our strong desire to meet their ever changing needs at every point of contact with our brands," said PepsiCo v.p. of retail insights Dave Newman. "ACNielsen's proven development capabilities, and their investment in the expansion of their Homescan consumer panel will enable us to obtain a clearer and broader vision into the consumer's needs and thus deliver on this mission better than ever before."
Robert Tomei, ACNielsen's Global Consumer Panel Services president, said there's never been a greater need to understand the nuances of consumer behavior, as marketers are trying to serve ever more narrowly defined consumer segments, while at the same time trying to identify the factors that could define completely new segments.