TorchMedia Taps Nielsen for Shopper Insight

In Australia, in-store ad provider TorchMedia has partnered with Nielsen to design a solution which provides information from different shopper segments across a wide range of demographics, combined with purchasing behaviour data at product category level.

TorchMedia collaborates with retailers to provide its network of advertisers with access to more than 30 million shopper transactions each week, across more than 2,500 unique locations nationwide.

Its new tool taps into Nielsen's Panorama service - which integrates consumer demographics with product usage and media consumption data - to offer an understanding of consumer usage of products and services.

TorchMedia has funded an exclusive shopper-focused Nielsen Panorama module, which accesses the 50,000 respondents in the Panorama database.

Through this partnership, TorchMedia says that the module will reveal how shoppers shop different categories, and the key influences and the critical role that advertising - and other communications including packaging and price - play in this process.

The Panorama research will cover all the key food and beverage categories, and will delve into purchase motivators - including product innovation, price promotion, value for money, multipacks, celebrity endorsement, and convenience.

It will also look closely at the information sources that shoppers use, such as packaging, catalogues, ads at the shelf, in-store radio, information leaflets and product sampling, either inside or in front of the store.

Kirsty Dollisson, TorchMedia's General Manager of Marketing and Commercial states, 'We anticipate that the insights provided by the Panorama results will further improve our ability to advise and guide our clients to create effective shopper media campaigns.'

Web sites: www.torchmedia.com.au and www.nielsen.com .