Nielsen: Market Research for Pantene

Management Problem: Reasons for the decline in market share of Pantene from 22.5% to 20%

Type of Research Objective Research Methodology/ Outcome

Research Process
Observation Make a marketing strategy
measuremeRetail

Quantitative and
Qualitative
nt service nt service

See what people are

buying, to check the Research process ( A
To see what consumers, Observation Get data on television
measuremeMedia

watch and figure out audience measurement.

their preference Research process (when See if their ads are being
and why channels, viewed or not
programs and
Observation Understand consumer
Customized Consumer

service

Track the purchasing buying behaviour

panel

behaviour of Research process (To Like purchasing, repeated

households. To develop track the information buying, Consumer
demographic related to demographic switching among category,
Customized research Customized research
research

starts once the servicing outcomes mainly include

team gets the project, customized research
Customized research is then it designs the reports including insights
done for the purpose of research including about how brand loyalty,