Synovate Aztec have been looking at the Canadian market for some time. Their seriousness at mounting a challenge to AC Nielsen's Marketrack has been confirmed by the announcement that they have just hired Dave Mann - who was, until recently Sr. V.P. Marketing & Sales at Nielsen.
IRI looked at the Canadian market in the 1990's and succeeded in forcing Nielsen to remove exclusive contracts that prevented retailers providing transactional data to anyone else.
They eventually were unable to create an alternative to Nielsen's service in Canada. It was reported that they did force Nielsen to improve their service at the time in response to the challenge.
We'll see the result of Aztec's challenge. It comes at an interesting time as Nielsen recently recently restructured in Canada, letting go of a large number of staff.
Whatever happens it'll be fun to watch. These guys are not friends.
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Actually, IRI's first big challenge to ACN came in the mid 80s. IRI had lined up scanning co-operation with all the major grocery retailers except Safeway. Nielsen was desperate, and signed Safeway to an "exclusive", which thus prevented IRI from having a "national" scanning service (there wasn't much of a "West" without Safeway in the data). IRI eventually gave up.
Actually, IRI's first big challenge to ACN came in the mid 80s. IRI had lined up scanning co-operation with all the major grocery retailers except Safeway. Nielsen was desperate, and signed Safeway to an "exclusive", which thus prevented IRI from having a "national" scanning service (there wasn't much of a "West" without Safeway in the data). IRI eventually gave up.
Thanks RO. I was looking for that context online but couldn't find it. That was before my time ....
What additional "signs" have you seen that Synovate actually is pursuing a Marketrack solution in Canada? or is it mostly an assumption based on this individual hiring event?
I used to work at Synovate. The people there are very open about it.
Oh they are here and I just heard they've got a major retailer signed and ready to go!!
Can you tell us who, Mr. Anon?
Love to see this discussion! It’s great to see you all working through the issues and also, it’s great to see recommendations for testing. In the end, it’s what your actual users do and prefer that should be your biggest driver in making these decisions.
Great article and discussion!
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