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.
里奥罗在澳大利亚媒体和研究领域拥有 20 多年的经验，她将负责尼尔森的初级研究项目，管理从方法开发和成本核算到实施和交付的所有方面。她将与该地区的研究人员团队密切合作，致力于提供定制和多客户报告，提供增值见解，帮助完善营销、传播和产品战略。
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
- 传播效果研究，评估受众对营销材料和创意资产的鉴赏力、理解力和参与度。
- 与竞争活动和媒体规划相关的知名度、品牌形象和购买意向指标的绩效衡量
• 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
- 重建购买流程，绘制从最初确定需求到购买的客户旅程图，包括关键信息来源、购买驱动因素、障碍和使用的渠道
- 客户满意度分析，评估消费者在购买过程各个阶段的体验
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.
关于尼尔森
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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丹-查普曼
dan.chapman@nielsen.com
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