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    P&G and Nielsen to Collaborate on U.S. Consumer Insights

    The partnership between CPG giant Procter & Gamble and marketing information giant The Nielsen Company will extend to probing the finer points of U.S. consumer behavior, the two companies said today in announcing an extension of the business relationship.

    Nielsen, which own Progressive Grocer, said it has extended its agreement with P&G in the U.S. It already works with P&G in more than 65 countries in Europe, Asia, Latin America, the Middle East, and Africa.

    Under the multi-year agreement, Nielsen will provide P&G with marketing information and technology services, including retail tracking, insights on consumer purchase behavior, marketing analytics, and Nielsen Answers, the firm's technology-based business intelligence solution.

    "At P&G we touch the lives of billions of people everyday so it is critical to understand what is driving consumer behavior," said Garry Terrell, section manager, U.S. market measurements, P&G. "We believe the continued collaboration with The Nielsen Company and the delivery of Nielsen's Answers technology platform will enable us to access the data and research we need to drive business-building insights and innovation that both excites and delights our U.S. customers."

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