Continuous Research - Art Nielsen to AD 2000

An update on continuous retail auditing from the perspective of Nielsen, covering the scanning revolution and its effects: on the retail trade, on consumer panels, on the cost structure of continuous research agencies and on client-agency relationships.
  

Continuous Research Art – Nielsen to AD 2000

Mike PenfordAGB

In the beginning

There is little question that Art Nielsen was a man of great vision and the real founder of our continuous research, if not of our research industry. He lived in an era of great entreprenuerialism, despite the interference of two world wars and the great depression – an era where major American brands were developed and globalised – Coca-Cola, Ford Cars, Mars and the Nielsen Retail Audit.

Nielsen rapidly developed the audit technique across Continental Europe immediately after the ceasation in hostilities in 1945,...

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