Research Impact


Scholars from leading institutions of higher learning, including the University of Chicago Booth School of Business, have used the Nielsen datasets at the James M. Kilts Center for Marketing to generate insights for their research.


All publicly available research papers are available on Kilts Center at Chicago Booth Marketing Data Center Paper Series, which offers full-text search capabilities.  


In addition to the academic working papers, Chicago Booth distributes business-friendly articles on select research projects. The following is a current list of such articles. 

October 2019
Demand for niche products is growing
Marketers will have to cater to increasingly narrow tastes.

June 2019
Why banning plastic bags doesn’t work as intended
Benefits of bag regulations are mitigated by changes in consumer behavior.

June 2019
Why the power of TV advertising has been overstated
Television advertising may be considerably less effective than published studies suggest.

April 2019
Battle of the coupons: How retailers and manufacturers compete
Different types of products call for different strategies in pricing and discount levels.

July 2018
The best way to price your single-serve coffee
Tied goods have generated high margins over time, but competition is changing that.

June 2018
When the government writes checks, consumers spend more
During the Great Recession, every $1 in stimulus led to 18 cents in additional local consumer spending.

June 2018
How to improve retailers’ decisions on what to sell
How retailers resolve the what-to-sell conundrum depends on whether price, convenience, or choice of brands matters most to a store’s specific clientele.

April 2018
How drug ads can help patients get access to treatment
Research suggests that marketing antidepressants to consumers has had some benefits, but hasn’t raised prices.

March 2018
E-cigarettes might (eventually) help smokers quit
E-cigarette use increases the probability that a smoker will try to kick the habit.

February 2018
Higher income, healthier groceries
Reexamining the conventional wisdom on food deserts

January 2018
The conventional wisdom on food deserts may be all wrong
Even when families have access to healthier foods, they don’t necessarily buy them.

December 2017
Do people tell economists the truth?
People aren’t necessarily accurate when they recount how they spend their money.

April 2017
Brand names are losing market share, regardless of rising incomes
Household income may have a smaller impact on the success of private-label brands than previously believed.

June 2015
Welcome to Nerdopolis
Zurich, Switzerland’s largest city, may be, for many, a perfect place to live.

November 2015
Video:  What happens when brands lie?

December 2013
The secrets of shopping
Around the world, billions of sales transactions every month, down to a can of Coca-Cola from a local store, are recorded in some way by Nielsen, the measurement and information firm that has been gathering data from retailers and consumers for 90 years.

December 2006
The geography of brands
New insights into the local performance of nationally distributed brands

June 2002
Why responsiveness to retail promotions varies across retailers
New research looks beyond price cuts.

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