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.
Com mais de 20 anos de experiência no setor de mídia e pesquisa na Austrália, Riolo supervisionará os projetos de pesquisa primária da Nielsen, gerenciando todos os aspectos, desde o desenvolvimento metodológico e o cálculo de custos até a implementação e a entrega. Ela trabalhará em estreita colaboração com uma equipe de pesquisadores em toda a região, dedicada a fornecer relatórios personalizados e para vários clientes, que oferecem percepções de valor agregado para ajudar a refinar as estratégias de marketing, comunicação e produtos.
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
- Estudos de eficácia da comunicação, avaliando a apreciação, a compreensão e o envolvimento do público com materiais de marketing e ativos criativos.
- Medição do desempenho dos indicadores de conscientização, imagem da marca e intenção de compra em relação à atividade competitiva e ao planejamento de mídia
• 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
- Reconstrução do processo de compra, mapeando a jornada do cliente desde a identificação da necessidade inicial até a compra, incluindo as principais fontes de informação, motivadores de compra, barreiras e canais utilizados
- Análise de satisfação do cliente, avaliando as experiências do consumidor em todos os estágios do processo de compra
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.
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