Offline Market Research Technology: A Comparison of Companies

In today's digital age, market research is increasingly being conducted online. However, there is still a need for offline market research technology and data management services, particularly for medium to large companies with physical locations. In this blog post, we will compare two of the leading service providers in this space: Nielsen and Kantar.

Nielsen is a global measurement and data analytics company that provides a wide range of services, including market research and data management for offline channels. One of Nielsen's recent offerings is their Total Store View product, which provides a holistic view of consumer behaviour across all channels, including brick-and-mortar stores, e-commerce, and mobile. 

This product uses advanced data analytics and machine learning algorithms to identify consumer trends and preferences, enabling companies to optimise their offline marketing strategies.

Kantar is another leading provider of market research technology and data management services. Like Nielsen, they offer a range of solutions for offline channels, including shopper insights, consumer panels, and retail measurement. One of Kantar's recent innovations is their use of mobile technology to capture in-store shopper behaviour. 

Their Shopper On-The-Go solution uses mobile surveys to gather real-time feedback from shoppers while they are in-store, providing valuable insights into consumer behaviour and preferences.

Both Nielsen and Kantar offer robust solutions for offline market research and data management. However, there are some key differences between the two companies. Nielsen's Total Store View product provides a more holistic view of consumer behaviour, while Kantar's Shopper On-The-Go solution allows for more real-time insights. 

Additionally, Kantar has a strong focus on using mobile technology to capture consumer behaviour, while Nielsen has a broader range of data analytics and machine learning capabilities.

When it comes to offline market research technology and data management services, both Nielsen and Kantar are strong options for medium to large companies. Ultimately, the choice between these two companies will depend on the specific needs and priorities of each individual organisation.

About. Kantar. Understand People. Inspire Growth. https://www.kantar.com/about. Accessed April 2, 2023. 

About. Nielsen. https://www.nielsen.com/about-us/about/. Published March 31, 2023. Accessed April 2, 2023.