Nielsen Marketing Data

The James M. Kilts Center for Marketing at Chicago Booth and the Nielsen Company have joined together to make marketing data available to approved academic researchers in the United States. The Nielsen datasets start in 2004 and will be updated on an annual basis. The initiative will extend knowledge, support innovation, and enhance the practice of marketing.

  • The 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, non-food 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, the products they buy, as well as when and where they make purchases.
  • The Retail Scanner Data consists of weekly purchase and pricing data generated from participating retail store point-of-sale systems in all US markets. Data are included from approximately 35,000 grocery, drug, mass merchandiser, and other stores. Products from all Nielsen-tracked categories are included in the data, such as food, non-food grocery items, health and beauty aids, and select general merchandise. 

Learn more about the Nielsen Marketing Data and how to access available datasets »

MBA students also have opportunities to interact with these data. Learn more here »