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Nielsen SMS

Using Nielsen SMS

Nielsen Segmentation & Market Solutions provides current estimates of consumer-oriented information at a National, State, Metropolitan County, or custom level that can be laid out into Excel spreadsheets, maps or charts. The database helps you know who your best customers are, what they like, where they live, and how to connect with them best. Data comes from Nielsen consumer profiles and is updated twice a year.

Nielsen SMS has two different types of reports: Pop Facts and Segmentation.

Pop Facts Reports: population (aka demographic) reports; uses proprietary Nielsen methodologies combined with census data to accurately estimate demographic counts at smaller geographic areas. Good for getting an overview of who lives in a designated area based on characteristics like age, race, gender, and income.

Segmentation Reports: lifestyle or psychographic reports that address consumer attitudes and consumption. These will be more useful for this project.

Geographically oriented reports

  • Consumer Concentration: use to identify regional concentrations of different segments; for example, look for areas where there are the most millennials living
  •  Market Potential: find the market potential of a particular behavior (say, someone who has purchased prepared food in the last 7 days) and compare across geographic areas
  •  Segment Distribution: use to compare regional concentrations of all segments across several geographic areas; for example, look for areas where there are the most millennials living. Similar to the Consumer Concentration report.
  •  Target Concentration: look at the concentration of a demographic target (say, Prizm group, or age, or household income) across multiple geographic areas

Behavior oriented reports

  • Profile Worksheet: see the likelihood of a Prizm lifestage/social group to engage in a certain behavior; for example, “Upward Bounds” (Shops at Ann Taylor, trades stocks online, reads Dwell magazine, watches Frontline, eats at Chevy’s) are 20% more like to  have purchased prepared food in the last 7 days than the average household
  • Target Segment Measures: look at correlations between demographic targets (say, Prizm group, or age, or household income) across certain behaviors (purchased prepared food in the last 7 days) 
  • Profile Ranking Index: compare multiple behaviors and look for correlations; for example, is someone who has been to a quick service restaurant 5 times in the last month more likely to buy prepared foods from the grocery than someone who hasn’t been to a quick service restaurant at all? Is someone who has bought prepared foods in the last 7 days a frequent internet user? What TV stations do they watch? 

Interpreting Nielsen SMS Reports

Each report type will have different data included. Definitions of the terms used in the reports are available in the Calculations Guide along with info on how the numbers in each report are calculated.

Here is an example annotated Target Segment Measures report showing how likely someone is to vote in a Presidential election based on the amount of education they've received.

Nielsen SMS annotated report

 

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