Nielsen embraces consumer personality profile mapping

Nielsen is adding consumer personality profile mapping to its Homescan Consumer Panel giving consumer packaged goods marketers the ability to track not only consumer purchasing habits, but the behaviors and personalities that drive those individuals to buy.

by Helen Leggatt

By adding Mindset Media’s personality profile mapping to its consumer purchase panel of a quarter million U.S. households, Nielsen will enable consumer packaged goods (CPG) mindset%20media%20logo.gif marketers to track traits such as creativity, extroversion, altruism and spontaneity.

According to Jim Meyer, CEO and co-founder of Mindset Media, the ability to identify and reach consumers based on psychographic means “separates the winners from the losers”.

‘Leveraging such personality traits allows CPG marketers to craft their media language and brand positioning to target certain personalities and drive sales,’ explained Todd Kaiser, Senior Director of Nielsen Consumer Panel Services.

Earlier this year, Mindset Media tied up with 24/7 Real Media allowing advertisers to target consumers based on a set of 20 dominant personality traits.

Tags: behavioral targeting, consumer packaged goods, psychographic targeting

Comments (0)

Email to a friend

Print this article

Subscribe to BizReport