Targeting consumers for new brands

Date of publication: March 17, 2002

Company: Nielsen

Author: James Miller


This paper discusses a technique that combines consumer survey data with learning about in-market purchasing dynamics in order to predict sales volume potential for a new product at the individual consumer level. Once the highest potential consumers have been identified, they can be profiled in a number of ways; these profiles can be subsequently linked to databases to facilitate tactical targeting solutions for the new brand. All of this analysis is done prior to the new product launch.

  • PDF
  • This could also be of interest