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Nielsen today announced a partnership with Internet ad network Mindset Media, which will provide consumer personality profile mapping as part of Nielsen’s Homescan platform.
The initiative marks the first time that packaged goods marketers will be able to track not just consumer purchasing habits, but also individual traits and behaviors that drive such decisions, according to Nielsen (the parent company of Brandweek), which is based in New York..
Nielsen will offer the service as a supplement to its existing Homescan Consumer Panel, which consists of 125,000 American households that record and scan all purchases into a barcode.
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