Sydney – February 11, 2025 – Nielsen today announced the appointment of Kirsten Riolo as Head of Consumer Insights for Australia and New Zealand, leading the company’s newly established Custom Research Division across the Pacific region.
Dengan pengalaman lebih dari 20 tahun di sektor media dan riset di Australia, Riolo akan mengawasi proyek-proyek riset utama Nielsen, mengelola semua aspek mulai dari pengembangan metodologi dan penetapan biaya hingga implementasi dan pengiriman. Dia akan bekerja sama dengan tim peneliti di seluruh wilayah, yang berdedikasi untuk menyediakan laporan khusus dan multi-klien, yang memberikan wawasan bernilai tambah untuk membantu menyempurnakan strategi pemasaran, komunikasi, dan produk.
Following her appointment, Riolo said: “This is an exciting opportunity to lead a team focused on delivering tailored research solutions to meet the specific needs of the sector and the region. From consultancy on the most suitable methodologies, to integration of analysis with existing databases and Nielsen’s broader solutions, we’ll be delivering actionable insights, validated metrics, and ultimately, solutions, which will help clients optimise the effectiveness and efficiency of their investments.”
Lucas Carreras, Nielsen’s Pacific Commercial Executive Director for Agencies and Advertisers, added: “Kirsten’s extensive background, spanning B2B and B2C in marketing and research, across both supplier and client-side roles, makes her the ideal leader for this new division. Her expertise will be instrumental in strengthening Nielsen’s ability to provide deep, data-driven insights to clients, especially in an increasingly AI-driven market, which needs quality insights in order to deliver quality outcomes.”
Under Riolo’s leadership, Nielsen’s Custom Research and Media Analytics division will provide:
• Qualitative and quantitative surveys designed to segment target audiences based on demographic and behavioural variables, supporting content, product and media planning optimisation
- Studi efektivitas komunikasi, menilai apresiasi, pemahaman, dan keterlibatan audiens dengan materi pemasaran dan aset kreatif.
- Pengukuran kinerja indikator kesadaran, citra merek, dan niat beli dalam kaitannya dengan aktivitas kompetitif dan perencanaan media
• Brand positioning analysis to understand shifts in consumer needs and competitor perception.
• Custom and multi-client reports that track the evolution of specific markets, equipping customers with valuable insights to guide marketing and communication strategies
- Rekonstruksi proses pembelian, memetakan perjalanan pelanggan dari identifikasi kebutuhan awal hingga pembelian, termasuk sumber informasi utama, pendorong pembelian, hambatan, dan saluran yang digunakan
- Analisis kepuasan pelanggan, mengevaluasi pengalaman konsumen di seluruh tahapan proses pembelian
In addition to her new role at Nielsen, Riolo is a long-time member of the Research Society of Australia, and the IAB Advertising Effectiveness Council. In addition to her QPR accreditation, she brings expertise in audience measurement, market landscape U&A, brand tracking, product development, creative evaluation, and social intelligence.
Tentang Nielsen
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences – now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).
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Dan Chapman
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