Mitch Barns, president of Greater China at The Nielsen Company, explains the decision to set the programme in Beijing is ‘straightforward’. “Modern trade is growing very fast across all city tiers. In the past ten years, modern trade store count has increased ten fold. This has in turn lead to changes in consumer purchasing behaviors,” said Barns.
The global R&D in China will heavily focus on digital media measurements. It has already signed with the Beijing Institute of Technology to begin research on online video tracking called ‘Video Watermarking’.
Other projects in line for announcement later this year are in line with Nielsen’s mission of ‘What do consumers watch? What do they buy?”.
Nielsen highlighted that the company has already been monitoring the consumer usage of 3-Screens, before the Chinese Government enacted the merge of television, mobile and internet networks.
The new R&D center will serve as a hub for clients to understand the technology offerings Nielsen has and as a center point to create ‘innovative’ solutions and insights.
