Nielsen launches Nielsen Design Navigator

Nielsen, a New York-based provider of information and insights into what consumers watch and buy, announced the launch of Nielsen Design Navigator, a creative enablement tool that helps marketers significantly improve the in-market effectiveness of package design. With this launch, Nielsen said it brings its leadership in marketing effectiveness, innovation forecasting and in-market success to the package design arena.

According to industry data, as much as 90 percent of new package designs fail to deliver a measurable sales increase — and 50 percent of in-market designs actually hurt brand equity. The Nielsen Design Navigator, which draws on patented technologies developed by recently acquired Affinnova, aims to solve the central issues of the current design process by enabling brands and designers to explore a much broader range of early-stage design concepts and objectively assess them based on visual standout, consumer preference and brand equity, Nielsen said.

With this expanded offering , brand marketers and designers can more reliably and consistently launch more effective package designs for new products or re-launched brands. In fact, early results show that brands using Nielsen Design Navigator experience a 34 percent increase in package design standout, a 28 percent increase in consumer preference for the product and a 5.5 percent increase in forecasted sales, Nielsen said.

“Design is one of the most underleveraged marketing tools because of the uncertainty built into the process and absence of metrics to track results,” says Andrew Somosi, executive vice president, product leadership for Nielsen. “Solutions such as Nielsen Design Navigator have the power to change the design packaging game by empowering CMOs to view their package design work like they do advertising or social media — as a marketing investment with a clear and measurable financial return.”

The launch of Nielsen Design Navigator was announced at Nielsen’s annual Consumer 360 Conference in Washington D.C. This new service is now available to Nielsen clients. To learn more about Design Navigator and Nielsen’s other design solutions, visit www.nielsen.com/design