Presentation on theme: "See tomorrow, today.. ACNielsen BASES Background What is BASES? Introduction to the Job Why ACNielsen BASES? ACNielsen BASES Background What is BASES?"— Presentation transcript:
BASES’ Business –Facilitates and manages data collection and processing –Conducts complex diagnostic analyses –Develops analytical models and tools –Enhances corporate systems and infrastructure The Project Management & Development Division
Client Service Division Identify client needs for certain concept and product research Propose and design studies Analyze & interpret data Client interaction BASES’ Business
BASES is... A comprehensive, validated sales estimating system which integrates consumer response data with manufacturers’ marketing plans to assess the volumetric potential of concepts and products prior to introduction.
BASES is the predominant Simulated Test Market supplier with 80% market share in the U.S. and 65% market share globally. ACNielsen BASES Domestically ACNielsen BASES Internationally
Mission Statement Provide our customers with the highest value services to help evaluate their business opportunities as a means of providing our employees the opportunity to grow professionally and financially and providing our shareholders with a strong return on investment
BASES’ Business Facilitates decision making by: –Testing concepts and products –Forecasting sales volume & revenue
BASES Adds Value Launching a new product involves a substantial investment. ACNielsen BASES provides: –early sales potential before costly product development –reasonableness of the new product investment –objective perspective on the new product –reduction of risk for our clients
BASES’ Business BASES’ Business A brand team at FJ International develops a new concept they would like to test. Depending on the stage of development, the product may also be available for testing. Illustrated
BASES’ Business Market researcher at FJ International contacts BASES about testing the proposition. Illustrated The BASES client service team designs and plans the study working with FJ to meet their business needs.
BASES’ Business BASES’ Business Illustrated BASES interviews consumers via shopping malls, the internet, or by mail throughout the U.S. and exposes them to the new breakfast concept. Consumers are asked a series of questions about the concept.
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BASES’ Business BASES’ Business Illustrated If available, the product is given to consumers Consumers try the new product at home and are interviewed via telephone or over the internet a few weeks later
BASES’ Business BASES’ Business Illustrated Scores are compared, using our extensive database. Our database includes: 12,000 concepts and 3,900 products Scores differing by category. Example: 10% of consumers stating “definitely would buy” is good for a rug cleaner but poor for a cookie.
BASES’ Business BASES’ Business Illustrated The market researcher and brand group provide BASES with marketing plans for the proposition. –Amount & type of advertising –Distribution –Sampling –Couponing –Trade promotion
BASES’ Business BASES’ Business Illustrated BASES combines the consumer data with the marketing plan inputs to forecast the sales in the first year of introduction. This stuff is going to sell like hot cakes!!!
BASES’ Business BASES’ Business Illustrated BASES provides an accurate forecast of Year I sales in a written letter and final report. The report also includes a full analysis of the concept and/or product.
BASES’ Business BASES’ Business Illustrated The results are then presented to the client team, which may include: –Chief executives –Brand managers –Market researchers –Advertisers –Sales force
Analyses/Forecasts Reports/Presentations Client Service/Support Project Management Introduction to the Job Marketing Research Analyst’s Profile
Analyses/Forecasts Construct analytical plan Analyze marketing programs Forecast sales volume Evaluate in-market potential Introduction to the Job Marketing Research Analyst’s Profile
Reports/Presentations Write client reports Analyze consumer data Incorporate key findings Compare to BASES’ experience and learning Draft presentations Introduction to the Job Marketing Research Analyst’s Profile
Client service/Support Discuss project issues Attend client meetings Write client correspondence Introduction to the Job Marketing Research Analyst’s Profile
Project Management Give input on project materials Questionnaires Concept boards Monitor study status Introduction to the Job Marketing Research Analyst’s Profile
Introduction to the Job ACNielsen BASES looks for Research Analyst candidates with high quality: Oral/written skills Interpersonal skills Analytical/statistical skills Academic standing Marketing Research Analyst’s Profile
Client Focused Integrity and Honesty Commitment to Learning and R&D “Always doing what is right” –For our clients –For our employees –For our community Success is a result of the company’s culture and values