UPDATE | On Campus

Marketing Research Students
Examine “Portable People Meter”

Marketing Research students are taking a close look at a new technology—Portable People Meters. “This project is an extension of research conducted by our faculty using other types of panel data,” said A.C. Nielsen Center Director Monika Wingate. “It also provides a great framework for our students to apply the research principles they are learning.”

The audience measurement system tracks what consumers listen to on radio and watch on broadcast, cable and satellite TV. The system works by having consumers wear a device the size of a cell phone throughout the day that detects identification codes embedded in the audio portion of transmissions.

The A.C. Nielsen Center for Marketing Research is partnering with dmr, a provider of strategic marketing consulting and services for the broadcast industry, to determine how broadcasters can best learn from Portable People Meter results and apply that learning to on- and off-air marketing communications. The partnership will use the Nielsen Center’s experience with consumer panel research along with dmr’s expertise in marketing communications for broadcasters.

The Nielsen Center recently created a Web site for individuals interested in careers in Marketing Research. The site is filled with links to resources and includes a downloadable presentation on the topic.