Nielsen deepens buyers' data pool

Forms joint venture with Information Resources

NEW YORK -- Market research firm Information Resources and Nielsen have formed a joint venture to process consumer purchase data from a common set of households for the Nielsen Homescan and IRI Consumer Network panels, which will continue to be operated separately by each company.

The firms' consumer panels identify such things as who is buying, where they are buying and how often. They also gauge the level of brand and retailer loyalty as well as the impact of shopper promotions.

Under the deal, Nielsen gets access to all of the targeted 100,000-plus households, and IRI gets 86% and the right to acquire up to 100% after two years.

The pool of households will be owned by the joint venture, which is set to start operating in the first quarter of 2010, but the techniques used for projecting and analyzing data will remain proprietary to each company. The partners also will share five years of back data.

Nielsen is the corporate parent of The Hollywood Reporter.