Advanced Study Design I

Advanced Study Design Introduction


BASES is Nielsen Innovation Practice. Go through the module to learn more about your role & responsibilities in Nielsen Innovation.

Advanced Study Design Learning Objectives

The Advanced Study Design Training will provide you an understanding of what is required preparing for a BASES Study. During this training you will learn:

  • The processes required to prepare for a BASES Study.
  • The importance of each component within these processes.

Study Design for BASES I and BASES II begins in the Client Objective Meeting (COM).

What is Good Study Design?

Good Study Design is expected with good client consulting and is customized to meet each individual study's objectives.

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Note: Each BASES project is an opportunity to integrate with other Nielsen services.
We may not be able to respond all the questions with BASES, or BASES could be more complex than required, which an alternative Nielsen solution would suffice.

Sample Considerations

Who will you interview?

Why does BASES typically use a General Population (GP) Sample? 

The most important reason: To account for volume that may come from outside of the target.

Secondary reasons include:

  • Category/Target can be difficult to define, which means difficulty estimating HHs in target, media impact to target and adjusting for target overstatement
  • Provides test-to-test comparability
  • Need category penetration to project to a national sample, but this is not always available due to lack of panel or hard-to-measure categories

General Population Exceptions:

  • Physical Requirement to Use the Product (e.g. septic tank cleaners, feminine hygiene, pet food, denture adhesives)
  • Specific, well-defined target with a validation history of forecasting with target group data (e.g. kids' lunch products)
  • Verticals (e.g. alcoholic beverages, pharmaceutical) - consider a smaller GP sample with a large overquota of a target group

Drawbacks of using a General Population Sample include:

  • May not be "face valid" to the client, specifically for niche products
  • Implications if not talking to the appropriate end user
  • Can be costly to include sample among target for diagnostic purposes

    Consider a more creative approach in these cases.

Balancing Cost & Design

Pricing Considerations

Pricing is the responsibility of the Project Developer, but you need to be involved to check final costs. 
Recognize Budget Constraints Use your Judgement Pricing Tools Available

The best designs are often expensive, sometimes too expensive for the client to consider:

  • Offer multiple options

       - "Best in Show" Addresses every issue, healthy base sizes, bells and whistles
       ‚Äč- “Honorable Mention” Cheaper, may not address all issues

  • Include “must haves” and “nice to have”
           - Must Have: minimum number of product reads needed to have forecast confidence (can not compromise)
           - Nice to Have: 200 brand buyers in the after-use sample (can be compromised)

There is not always a right answer. Consider:

  • What can the client afford?
  • What does each option offer? What are the advantages & missing components of each option?
  • What issues will/ will not be addressed?
  • Can you deliver an accurate forecast?
  • Can company resources be used more effectively?
  • BASES Study Pricing Tool (located in BASES Apps)
  •  (available in U.S. and some of Europe)
  • BASES Internal Rate Card
  •  (available in 22 countries) - should be used in conjunction with Study Pricer or local methods
  • Other local Study Pricing Spreadsheets


BASES Internal Rate Card (IRC)

The IRC provides a base price for BASES core services in 22 countries, describing the components within the study and scaling up logically as services become more complex. The IRC is intended to be used in conjunction with Study Pricer and other local pricing tools that you have in your region/country.

The IRC is built on three sources of input: 

IRC Watch-outs:

Don’t use the IRC to proactively “unbundle” services.

  • The assumptions within the IRC are an average. Sometimes you’ll deliver more, sometimes you’ll deliver less.
  • Don’t decrease study price if you won’t be delivering a specific component, like a TURF, Year 2, etc. There are components you will be delivering that we haven’t accounted for!
  • If you do need to remove a deliverable from a study, consult your manager on pricing.

How do I request costs?

The Proposal

Proposal Basics

The Proposal is a Communication tool. 
The Proposal is also a selling tool - especially for clients who haven't used BASES before.

Proposal Templates

Available in the Simplify site. Client Consulting > Simplify

Note: Always start with a new template downloaded from the Simplify site. 

Quality (ISO) Requirements

Quality RequirementsUntitled content

ISO Quality requests are mandatory in countries working on ISO Certification. (Brazil, Russia, India, China, Argentina and UK). While these are not mandatory in the remaining countries, these are a good practice recommended for all BASES Studies.

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BASES Best Practices

SecurityBASES! first

SecurityBASES! is to be used when the proposal and presentations are final, saved and ready to be sent to the client to prevent Security breaches.

SecureBASES provides several options, the last one "All options – Ready to be sent" (5), creates a new document where all options are applied (i.e.; where the charts and tables are converted into pictures, all comments, notes pages and personal information is deleted)
The new version of the document is saved in the same folder as the original presentation. Its name is the same except for the additional word [sent] at the end. This new version is completely "clean": it doesn't contain any personal information or any "hidden" data and its file size is reduced.

Option Details:

  • Converts all charts and tables into Pictures. Once the presentation is converted, it is not possible to enter the graphs or tables anymore. The new name of the presentation includes the words [No OLE]
  • Deletes all inserted comments. The new name of the presentation includes the words [No comts]
  • Deletes all notes pages. The new name of the presentation includes the words [No notes]
  • Deletes all personal information from the file. The new name of the presentation includes the words [No PersInfo]
  • Completes all options 1-4. The new name of the presentation includes the words [sent]

Schedule Follow-Up

Always schedule follow-up discussions with your client with Proposal Delivery to maximize the probability of converting.

Advanced Study Design Summary

During the Advanced Study Design Training you learned about processes important to BASES Training.

Continue to BASES Advanced Study Design II to pair these with client requests and determine the most appropriate BASES Solution.