Eye in the sky: Rural-urban classification using remote sensing imagery

Whye Loon Tung, Jingyuan Zhao and Timothy Banks
The Nielsen Company

Introduction

The Nielsen Company (Nielsen) is a leading global market research services and information provider. Market research refers to any organized efforts to collect or gather information about target markets with the objective of analysing and understanding the markets so as to be aware of the needs of the consumers, thereby identifying market opportunities for business growth. It is an important component to business decision-making and for companies to remain relevant as well as anticipatory to the changing demands of the consumers. Many established Fortune 500 companies such as Coca-Cola, Unilever, and Procter & Gamble (P&G) etc. rely on the market intelligence provided by Nielsen to understand the market domains that they are operating in or plan to develop, and to gain insights on their customers' needs and demands for strategic decisions on capability building/manufacturing investments and product planning, research and introduction.