Targeting consumers for new brands

Date of publication: March 17, 2002

Company: Nielsen

Author: James Miller

Abstract:

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.

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