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G. Gurumurthy

Coimbatore April 27 The consumer market research major Nielsen Company is getting into the Internet-based consumer research. The Bangalore-based A.C. Nielsen ORG-MARG Pvt Ltd, part of Nielsen Company, is setting up online access panels of consumer groups of specific segments, who could be roped in market research/survey.

"We have already started one such online panel comprising 3,000-3,500 members who could be contacted in case of any set of surveys to be done. We intended to enlarge the members of panel of consumer groupings up to 50,000 by the end of this financial year," Mr N.S. Muthukumaran, Director, Online Research and Technical Training, A.C. Nielsen ORG-MARG Pvt Ltd told Business Line.

According to him, involving online access panels into consumer surveys has already become popular in developed economies but in India it is still in very nascent stage due to very low penetration of the Internet. Right now Nielsen has chosen two major segments for its online panel, namely youths and upper-income groups because of the higher prevalence of Internet useage among these groups.

The quality and the accuracy levels of the survey outputs obtained through this mode, according to Mr Muthukumaran, are expected to be superior and this new medium application does also facilitate speeding up the surveys too. Since the interviewer's interface is absent in this system, sensitive topics could be dealt with at ease, the Nielsen official said.

Nielsen's market research covers wider gamut of market/consumer surveys including the media measurement, retail off-take measurement and consumer research.

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