Nielsen scheme offers ‘real time’ drinking data

Nielsen has teamed up with data analytics and social network company Bartendr to expand its services with the launch of Nielsen Bar Moments.

Nielsen has partnered with Bartendr to tap into social habits of consumers

The initiative aims to offer “real time” mobile insights into the alcoholic beverage industry and help clients improve their understanding of consumer behaviours, preferences and choices by analysing real consumer conversations at bars and social events across the US.

This will be achieved with the help of Bartendr’s data collected from its online community, which will capture more than 1.5 million engagements each month from regular users.

The users of Bartendr are described as “digitally savvy” social media users who regularly share and upload details of their nights out online.

As such, Nielsen Bar Moments will be able to compile data from consumers’ nights out and evaluate the impact of marketing and merchandising programmes on consumers.

“There are very few things more inherently ‘social’ than what happens at drinking occasions around a bar, whether that ‘bar’ is physically down the street or virtually in the comfort of a consumer’s home,” said Danny Brager, SVP of Nielsen’s Beverage Alcohol practice. “Word of mouth can have an incredibly powerful impact on consumer behavior, and Bartendr is uniquely positioned to capture what is being said, when it is said.

“Nielsen now leads the industry with the most comprehensive beverage/alcohol offering across measurement and analytics.

“We are now able to provide our clients with real-time data and diagnose discussions at a very granular level.

“This perfectly complements the range of services we’ll be able to offer our beverage alcohol clients – we’ll be able to offer both a measurement of what consumers buy, and what they say – inclusive of the critically important on premise channel which has been historically difficult to measure.”