Three Biggest Market Research Organisations and Their Competitive Advantage!

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Three Biggest Market Research Organisations and Their Competitive Advantage!

NIELSEN  : The company is US based measurement and data analytics company established in 1930. Since then it is dominant collector of data for television industry. The A.C. Nielsen Co. specialises in supplying marketing data about consumer television viewing habits, and Information Resources, Inc. (IRI), has an extensive database regarding consumer supermarket purchases

Till 2008 the company had the  monopoly as no other industry existed. But with digitization other competitors usually the cable and the Set up Boxes started to emerge. Now Nielsen competitors are giving information to Nielsen customers. The cable and satellite companies started to collect data from STB (set up box) and other internet connections people are watching on phones and computers.

But Nielsen changed its methodology and goes one step ahead by

  1. Equipping people meter with internet tracking technology. Having technology competitive advantage.
  2. Nielsen competitors are providing data to customers in raw form. But raw data is useless if not processed so Nielsen provided data in processed form to its customers.
  3. It responded by collecting data on both Tv, internet viewing plus starting observing web activity.

 Now IT function has became the foundation for the creation of new ways to capture data to help Nielsen change in industry. To be in top of the ladder it bought buzz metrics and net ratings. Nielsen became more customers focused and produced data in humongous amount which is difficult to collect by other competitors.

Major clients include The Coca-Cola Company, Nestlé S.A., The Procter & Gamble Company, Unilever Group, and Walmart.


IQVIA: Founded in 1982 IQVIA is the result of 2016 merging of Quantilis and IMS. Quantilis was a contract research organization and IMS was leading in providing healthcare data and its analytics.

IQVIA is a world leader in using data, technology, advanced analytics, including consulting services expertise to help customers drive healthcare forward.  The company  services in clinical trials(Phase 1 to 4), provides biopharmaceutical development, laboratory and analytical services. Biotechnological companies and pharmaceutical companies are its clients.  With the clients it looks for modern and effective healthcare system and creating breakthrough solutions that transform business and patient outcomes.

IQVIA : collects new and refilled prescription data daily from sample pharmacies covering 93% of outpatient prescription activity. It processes the raw data and projects the information to create a national estimate for all products, therapeutic classes and manufacturers. It helps pharma companies in launching product in the market . Compared to its competitors, IQVIA saves time and money by having a strong Information Management (IM) strategy. It brings deep analysis and credibility in pharmaceutical data space. IM is defined as having the right technology to  collect, integrate, analyze all the data and bring the best decision out of it. IM is the reason for more sales and companies success.


DYNATA : It is an online market research firm.  Founded in 1999. Being the largest first party data and insights platform with 72 million consumers, it collects data directly from its customers and owns it. The platform connects brands and agencies to consumers. The company composes and purposes survey to the users to gather data which is thus used to determine the ongoing trends around the world.

In 2020 and with rapid profound change in consumer behaviour a new model was highly needed to keep up with the trends because now the era is consumer driven. Dynata partnered with the Hall & Partner now ahead of the pack have data visualization and storytelling capabilities and not just innovation solutions, analysis and reporting. Working with customers, this new model having expert advice reduces time and transforms Dynata’s operational efficiency and give it competitive advantage.

Competitiors – Google Analytics, Amplitude Analytics, Semrush, Looker,  Smartlook,  Adobe Analytics, Mixpanel  Heap

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