After two years of development by the Kilts Center and the Nielsen Company, 2012 marks the launch of the first dataset from the Kilts-Nielsen Data Center: the Homescan Consumer Panel Data. "This will start a revolution in terms of research we do as marketers and the insight we gain into consumer behavior," says Sanjay K. Dhar, James H. Lorie Professor of Marketing at Chicago Booth and director of the Kilts Center for Marketing.
The extensive marketing data to be offered by Booth and Nielsen will allow academics to investigate topics that could not have been studied before. "Up to now, data from a very limited number of product categories, households, retail channels, and markets was released, and only to a few academic researchers," says Dhar. Lack of data has made it difficult for researchers to fully analyze the impact of marketing decisions that companies make, he says.
The Homescan Consumer Panel Data includes information about product purchases made by a panel of consumer households across all retail outlets in all US markets. The data includes purchases from all Nielsen-tracked categories including food, nonfood grocery items, health and beauty aids, and select general merchandise. The data represents approximately 40,000 - 60,000 US households who continually provide information about the makeup of their households and the products they buy, as well as when and where they make purchases. The initial data release covers 2004 - 09, with plans for annual updates.
Booth and Nielsen will focus next on releasing the Retail Scanner Data, which tracks weekly sales volume and pricing information from 25,000 retailers including grocery stores, drug stores, mass merchandisers, and others.
All tenure-track faculty members and PhD students from accredited US colleges and universities can apply for access to the data.
Get more information about the data and obtain an application »