Practice 100 - Consumerization

This assessment covers the necessary knowledge to effectively prove competency in Nielsen Greater China's 100 level practices, consumerization specifically.


(Consumerization) What is "Consumer Identification"?

  • Identify your most profitable consumer segments.
  • Enable activation of profitable consumers' demand.
  • Analyse, collate and decide on the best consumer for you

(Consumerization) What business questions can Segmentation help address?

  • Who is my most profitable consumer group?
  • Who has the most growth potential?
  • What do they look like?
  • How do they behave and make decisions?
  • What is on their mind and what do they like and dislike?

(Consumerization) How do we help our client do segmentation? [Single Choice]

  • Customized
  • Syndicated via Nielsen Consumer Activation (NCA)
  • Hybrid of Client’s current segmentation with NCA
  • All of the above

(Consumerization) What are the usual dimensions used for a meaningful segmentation? [Single choice]

  • Demographics such as Age, Gender, Income, Life stage, Location, etc.
  • Needs based behaviors and attitudes about how consumers use and purchase certain categories
  • Psychographic such as values, life attitudes, etc.
  • All of the above

(Consumerization) What is unique about Nielsen Consumer Activation? [Multiple choices]

  • We organize Household information into segments that look, act and feel like
  • We build in big data such as Census demographics and Geographic location information to build the segments
  • Various data from Nielsen and 3rd Party is connected to understand consumer behavior
  • Open platform with continuous enhancement of the clarity of the segments and how to reach them more effectively
  • We help locate the target consumers on the ground or online so that clients can activate the target consumers.
  • Only available to a few exclusive clients in some particular industries

(Consumerization) What client questions can Activation help address? (Multiple Choices)

  • Where do I find my consumers on the ground?
  • How do I reach my consumers on line?
  • How do I reach my consumers from 360 degree touch points?
  • When do I reach and engage with my consumers?
  • What products/services do I offer to my target consumers?
  • Who are my target consumers?
  • What do they look like?

(Consumerization) What solution(s) below is/are not Nielsen Consumerization solution(s)? [Single/Multiple Choice(s)]

  • Product Advisor
  • Segmentation
  • Nielsen Consumer Activation
  • Marketing Sizing
  • Usage & Attitude

(Consumerization) Why is precision marketing so important? [Multiple Choices]

  • Consumers are more diversified
  • Media landscape is more fragmented
  • Consumers are increasingly distracted
  • Cost of acquiring a new customers is increasing significantly
  • China is getting into an aging society
  • Urbanization is a big trend in China