Nielsen launching Homescan panel in China

by Staff, Brand Republic 25-Feb-08, 12:10

SHANGHAI - Global marketing information and media company Nielsen is launching its Homescan consumer purchase panel in China and Taiwan.

The China panel will provide studies for key cities and provinces as well as city-tier reporting, covering a geographic footprint similar to Nielsen's Retail and Media Measurement services. Reaching over 40,000 households, it will be the largest panel in China.

The two panels will be established by the end of the year and will expand on the existing Homescan panel in Hong Kong and will provide full coverage of consumer purchasing behaviour for the Greater China region.

Mitch Barns, president of Nielsen Greater China, said: "The launch of the Homescan panel is a significant expansion of our capabilities in China. It is also a critical step in our commitment to offer comprehensive and integrated services in China, all focused on the goal of helping our clients grow through better understanding of consumers and markets."

Barns said the launch adds to Nielsen's other investments in expanding its retail measurement, online media measurement, and several other capabilities in the region.

With the addition of these new panels, Homescan will now operate in 28 countries, measuring the purchase behaviour of more than 300,000 households.