SCHAUMBURG, Ill. -- The Nielsen Co. said it will provide consumer personality profiles to the consumer packaged goods (CPG) industry. The personality profiles or Mindset Profiles, provided by Mindset Media, are combined with Nielsen's consumer panel information, enabling CPG manufacturers and retailers to identify specific personality traits, such as optimism, creativity and pragmatism, driving consumer purchasing behavior and brand affinity.
Nielsen will incorporate Mindset Media's proprietary psychographic planning and buying standard into its Homescan Consumer Panel, enabling CPG companies [image-nocss] to profile any desired target audience, from premium pet food buyers to heavy snack food consumers, on more than 20 elements of personality. For example, a marketer of tooth whitening products might learn that people who are considered "Carefulness 5" in Mindset Media parlance—those who have virtually ridded their lives of haste and impulse—are 56% more likely to purchase tooth whitening strips than other consumers. The company can take advantage of the data to fine-tune communications and using target capabilities, reach these consumers directly in the media.
"In the most competitive CPG categories, dozens of products compete for the same demographic," said Jim Meyer, CEO and co-founder of Mindset Media. "What separates the winners from the losers is often the ability to identify and reach people with the right psychographic, those people with the personality and attitudes to love what you sell. Our relationship with Nielsen makes it possible for CPG marketers to define their best consumers on a new and highly valuable dimension."
Tarrytown, N.Y.-based Mindset Media is an Internet ad network for brands.
Nielsen, based in New York., is a global information and media company with leading market positions in marketing information, media information, online intelligence, mobile measurement, trade shows and business publications. Nielsen's Schaumburg, Ill.-based Homescan Consumer Panel is the industry's only multi-outlet panel that captures all CPG, as well as non-UPC coded random weight perishable products, across every type of purchase channel, providing valuable insights into consumer shopping behavior.
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