Click to play videoMumbai: Market research firm Nielsen seems to have had enough.
Over the past few months, the company has come under attack from its clients, accusing its data of inaccuracy.
It all began with HUL publicly talking about divergent trends in Nielsen's market share data and inaccuracy in some numbers.
Godrej and others followed suit.
Nielsen is now responding to the attacks.
“There has been more interest from the analysts which was not there couple of years ago. And when analysts refer the data and question the company then there is some amount of dialogue. And that has what triggered off this debate. It will only stop once analysts also begin to understand how to interpret our data,” says MD of the Nielsen Company, Partha Rakshit.
Nielsen insists data given out was within normal error margins.
However, it adds that the estimates used for that data had been over-projected, something which came to light only in the census conducted recently.
“When you project from a sample to a census, you have to make sure the census is recent. And the last census that we did was in 2006. So we've now updated this census and as a result the projections that we made has changed,” says Rakshit.
This census takes an account of all retail sale points across the country.
To satisfy disgruntled clients, Nielsen has come up with a proposal to increase the sample size, include uncovered channels and niche categories.
The hurdle in implementing this plan is the additional money that the clients will have to shell out.
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