NielsenIQ Academy Textbook (NAT)
NielsenIQ Academy Textbook (NAT)
NielsenIQ Academy Textbook (NAT)
Prepared by NielsenIQ
November 2021
▪ All contestant must accept with the ground rules in order to enter the competition, especially plagiarism
▪ Any team found copying the materials, work, slides that belongs to other team, within or outside of the
NCC will be disqualified immediately
▪ Objectives
1. Equip contestant with foundation knowledge of research
2. Select contestants with capabilities for the case-study rounds
▪ Rules
1. Multiple-choice, close-ended question (MCQ) test with 30 questions of Knowledge, Calculation & Analysis/ deduction questions.
Questions could be Single Answer or Multiple Answers. Test time is exact 25 mins including time for technical difficulties/ recovery
2. Correct answer = +1 point, in-correct answer = –1 point, blank/no answer = –0.5 point
▪ Qualifying criteria
1. Must: submit the test within the given time, once only (disqualified immediately if submitting after the deadline or submitting twice).
Submission time is recorded by google form, not your clock. The organizer is not responsible for internet connection, lag time, etc.
2. Main: 16 teams with the highest points
3. Bonus: submission time, the earlier the winner
▪ Key timeline
2 Fact fundamentals
4 Analytical process
Who are my most valuable How can I develop, Is my content and How can I systemically
consumers and how do I price, package and advertising reaching, improve financial
build innovation, promote breakthrough resonating and performance by
marketing and in-store products to enhance effectively delivering delighting shoppers and
activities to capture them? my diverse portfolio? results with my optimizing price,
intended audience? promotion, assortment
and shelf?
MARKET RESEARCH
Segment and identify most Develop, price, and Engage consumers Measure performance
profitable consumers to promote new products through effective and and activate plans
unlock demand and services efficient marketing through superior sales
© 2021 Nielsen Consumer LLC. All Rights Reserved.
execution
Basic process of a market research project
Example Example
7
© 2021 Nielsen
Nielsen Consumer LLC. All Rights Reserved.
Main research data types
● Desk research: information from public ● Social listening: research about
sources, prestige websites, government behaviors, trends on social media
release,…
● Media measurement: measure
behaviors and habits on media
● Retail measurement: measure retail channels
sales effectiveness at retailers
● Big data: consolidate big amount
of data, which is more and more
applied in business to understand
● Consumer panel: measure shopping consumers from different angles
behavior and habits of consumers
Qualitative vs Quantitative
Qualitative Quantitative
Qualitative at a glance
■ Due to the highly adaptive nature, Qualitative can fit in any research questions and complement any other
research methodologies
F OCUS
GROUP
DISCUSSION
I N-DEPTH
INTERVIEW E THNOGRAPHIC
SESSION
• Conventional
• Also popular method • More about observation
• Most popular method
• Mostly used for high than interviewing
• Time-saving
profile/ busy respondents • Best for consumerization &
• Best for studies about
• Or sensitive topics innovation studies
assessment of materials
Self-completion (PAPI)
• Snail mail
• Card/ One pager
• Diary
• Ad hoc panel
⚫ Estimate
2 Fact fundamentals
4 Analytical process
✔ Purchase Volume
✔ Purchase Share
Purchase
✔ Stock Volume
✔ Value/ Volume/Unit Sales ✔ Stock Share
✔ Value/Volume/Unit Growth Value/
✔ Value/ Volume/Unit Share volume/ Stock
✔ Value/ Volume Share of Trade Unit
(SOT)
6 main
cluster
Off-take
✔ Off-take/ SPPD/ Consumer Support
Value/Volume Share ▪ % sales from certain channels/ markets out of ▪ Measure the importance of specific sub-markets
of Trade (SOT) total business to total market.
Value/volume % Growth
– No change +
No change
We are declining in line with the No improvement or decline in our We are gaining sales
total category sales position In line with the total category
We are losing sales at a faster rate We are stagnant while the We are gaining sales but not as
– than total category category continues to grow fast as our competitors
Numeric Distribution ▪ Represents the percentage of stores within the universe ▪ Measure penetration in terms of
(Num Dist) handling the product during the audit period number of stores
Weighted Distribution ▪ % of category turnover accounted for by those stores ▪ Measure penetration in terms of
(Wtd Dist) handling the product during the audit period store importance
A A A A
Volume/Value Sales
S.P.P.D =
% WTD
Price facts
Stock facts
Stock
RECOMMENDERS
(recommend the brand to others) 40 Ensuring
emotional loyalty HIGH COMMITMENT
PREFERERS
(prefer the brand over competitors) 41
DEPENDABLES
31
(use brand most often) Ensuring
REGULARS brand performance
(regularly use brand) 46
TRIALISTS
85
(have tried it) Providing
CONSIDERERS brand relevance
93
(regular use/will consider buying in future)
AWARERS Achieving LOW COMMITMENT
41 36 22
(top of mind, spont, total awareness) brand saliency
NON-CONSIDERERS
6
(will not consider brand)
Source: Winning Brands Health Check
© 2021 Nielsen Consumer LLC. All Rights Reserved.
Table of contents
2 Fact fundamentals
4 Analytical process
Vietnam Thailand
15,000
~95 Mil
2,000
Confirmed Case 0
0
Singapore Malaysia
~2 Mil 80,000
180,000
Deaths 0
0
5.2 5.6
4.7 4.7
7.1 7.0 4.0
6.8 2.9 2.9 3.3
6.2 2.7 2.3 2.5
1.0 1.4
4.5 0.1
3.7
2.9 2.7
-1.8
FY 2020
FY 2020
FY 2020
Q2'20
Q2'20
Q2'20
Q1'20
Q3'20
Q4'20
Q1'20
Q4'20
Q1'20
Q4'20
Q3'20
Q3'20
0.4
5.6
2017
2019
2018
2020
Q1'20
Q4'20
Q3'20
51
New clothes
43
40
Asia Pacific Vietnam Paying medical insurance premiums
43
Q4'19 Q1'20 Q2'20 Q4'20
46
Top concerns Holidays / vacations
36
42
48 45 New technology products
41 37
37
31
27
20 22
45
Job security Health The economy Work/life balance Out of home entertainment
33
Categories including: Shampoo, Hair Conditioner, Toilet Soap, Toothpaste, Toothbrush, Feminine Protection, Laundry, Dishwashing Liquid, Fabric Softener, Household Cleaner,
H.I. Aerosol, H.I. Coil, Insecticide Control, Msg-Bouillon, Instant Noodles, Biscuits, Pie & Sponge Cake, Soft Drink, Energy Drink, RTD Tea, Fruit Juice, Package Water, Sport Drink,
Coffee , Beer, RTD Milk, SCM, Sauces, Chili Sauce, Tonic Fodd Drink, Cigarette, Milk Powder, Baby Diapers, Facial Tissue, Tissue (Napkin/Toilet/Kitchen), Candy, Snack.
Source: Nielsen Retail Audit, Period Ending: DEC20
27
© 2021 Nielsen Consumer LLC. All Rights Reserved.
Key consumer behavior shifts driving future consumption patterns
12.1 13.7
24.4 24.2 26.6 27.6 26.1 27.4 31.3 31.6
38.3 38.6
49.2 47.6
60.7 57.4
34.3 37.6
20.9 20.1 17.0 16.6 16.3 16.3
15.6 14.8 11.1 10.8
6.4 6.4 1.5 1.7
2019 2020 2019 2020 2019 2020 2019 2020 2019 2020 2019 2020 2019 2020 2019 2020
Beer Cigarette Beverage Foods Home Care Milk Bases Personal Care Baby Care
Value (API <80) Mainstream (80 =< API =<120) Premium (API >120)
Source: NielsenIQ Retail Audit data ending DEC20 | Non-essentials include Beverage, Beer, Cigarette
© 2021 Nielsen Consumer LLC. All Rights Reserved.
Basket reset
-9%
Volume growth FMCG
-10%
Unit growth
-14%
Beer
-14%
-10%
Non-alcoholic Bev
-12%
-7%
-7%
Cigarette Driver
-14%
-19%
Baby Care Baby Diaper
-7%
-11%
Milk Bases Liquid Milk
-1%
Foods Candy, Snack, Instant Noodles
-4%
36
34
10 9 10 10
8 7 8
5 6 5 5 5
3 4 3
1 2 1 2
-7 -7
-12
FMCG Instant Noodle Sauce Chilli Sauce Personal Wash Household Cleaners
15%
14%
12%
9% 9% 10%
5% 5%
-3%
-4%
-7% -7%
-8%
-10%
-11%
-12%
-14%
-15%
FMCG Beer Non-alcoholic Cigarette Baby Care Milk Bases Foods Home Care Personal Care
Bev
1,468
1 ,80 0 1 ,60 0
729
8.8 9.8
1 ,40 0
9.7 1 ,20 0
7,099
723
Mom & Kids
650
Chain 979
1 ,20 0 1 ,00 0
910
80 0 60 0 CVS
60 0 40 0
Minimart
5,566
40 0
Supermarket
4,632
200 0
Total MT Chain
0 - 200
Vietnam – Internet Economy GMV Shift in buying behavior due to Covid (SEA countries)
(Gross Merchandise Value) In Bil. USD (use more than before)
Travel -13%
52 Transport -13%
Personal loans 5%
Clothing 5%
Beauty 12%
Education 22%
3
Groceries 33%
Source: Bain Insights. % respondents who respond “More than before” - % of respondents who respond “Less than before”
© 2021 Nielsen Consumer LLC. All Rights Reserved.
Payment Method Used
E-WALLET
• Key players: Momo, Viettel pay,
Payment method Moca, Airpay, Zalo pay
• Promotion:
➢ Momo: Lắc Xì 2021/ promotion for
purchase at CGV, Google Play,…
➢ Moca: promotion from Grab
81 2020 2021 ➢ Viettel pay: many cash back activities
71
67
53
38
34
27 24 24 22
17
13
7 7
E-wallet Cash on delivery ATM card Credit card Wire transfer on Wire transfer Debit card Samsung Pay
delivery* before delivery*
Base: All respondents TOTAL (N=1050), HCM (N=484), HAN (N=358), DN (N=208)
2 Fact fundamentals
4 Analytical process
Analysis mapping
Recommendations/Summary
SCQA Model
Q Question Not only stop at “Why” but “What and How should business do?”
Business question:
Evaluate the potential to launch new product for Aroma in Coffee
Analysis Map
Company A’s
Market trends
issues
● Alternative products
● Consumer behaviors
Impacted from ● Seasonality
Internal issues
competitors
● 4Ps ● 4Ps
● Any changes in ● Any new competitors?
activities (increase ● Any changes from competitors’
price, out of stock,…) activities? (invest in Marketing, open
new stores,…)
Recommendations