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.
호주에서 미디어 및 리서치 분야에서 20년 이상의 경력을 쌓은 리올로는 닐슨의 주요 리서치 프로젝트를 감독하며 방법론 개발 및 비용 책정부터 실행 및 제공까지 모든 측면을 관리하게 됩니다. 그녀는 마케팅, 커뮤니케이션 및 제품 전략을 개선하는 데 도움이 되는 부가가치 인사이트를 제공하는 맞춤형 및 다중 클라이언트 보고서를 제공하는 데 전념하는 지역 연구자 팀과 긴밀히 협력할 것입니다.
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
- 커뮤니케이션 효과 연구, 마케팅 자료 및 크리에이티브 자산에 대한 청중의 인식, 이해도, 참여도를 평가합니다.
- 경쟁 활동 및 미디어 기획과 관련된 인지도, 브랜드 이미지, 구매 의도 지표의 성과 측정
• 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
- 구매 프로세스 재구성, 주요 정보 소스, 구매 동인, 장벽, 사용 채널 등 초기 요구 파악부터 구매에 이르는 고객 여정 매핑
- 구매 프로세스의 모든 단계에서 소비자 경험을 평가하는 고객 만족도 분석
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.
닐슨 소개
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).
언론사 연락처
댄 채프먼
dan.chapman@nielsen.com
+61 4040884
