Nielsen heads home for Chinese insights

Shanghai - The Nielsen Company has launched a Homescan consumer purchase panel in China that will cover over 40,000 households and allow marketers to measure and understand the purchasing behaviour of Chinese consumers.

Mitch Barns, president for Nielsen Greater China, said the consumer purchase panel will enable the company to provide its clients with a complete and integrated view of retail sales, media activity and consumer purchase behavior.

The Homescan panel will be useful for marketers in FMCG and retail manufacturing keen to build their brands and provide products to meet consumer needs in China.

The service will provide data on key cities, provinces and city-tier reporting.