Global toothpaste brand in a village

Glen Murphy (42) director of the Chinese Nielsen subsidiary told us about the market research work they do to survey this 1,3 billion strong market. They have 600 full time employees, but a total of over 2,000 people work for them. The biggest challenge for them is monitoring the changes brought about by the incredibly fast expansion of modern sales channels. There are 8,000 modern retail units operated by 200 companies at present, but Nielsen is also present in the villages, where consumption is developing noticeably. For example, they have seen Colgate toothpaste in the bathroom of a peasant family.