Members of a randomly chosen sample carry an Npod as they move about on foot or in vehicles which is linked to orbiting satellites that enables Nielsen Outdoor to identify their location, speed and direction of travel. Nielsen uses this data to determine actual exposure estimates to outdoor displays by gathering travel information of the routes taken by an individual and matching it to a list of geo-coded outdoor sites. |
When the respondent's travel path intersects with a known outdoor site, an 'intercept' is recorded, with each event dated and time-stamped, and the direction and speed of travel noted. This provides a robust set of data with the 'opportunity to see' an outdoor display. This unique technology also enables Nielsen Outdoor to accurately measure exposure to transit advertising, or opportunity to see the outside advertising on any bus.
|Brain Murmurs developed the software used to reduce and enhance the data recorded by the nPod under a contract with RDP Associates. RDP licensed the technology to Nielsen and Brain Murmurs was hired by Nielsen to do follow-on development to the software we'd originally developed.|
Consulted on site with the Nielsen Media Research IT team in Oldsmar, Florida. Helped estimate data center system requirements for the Nielsen nPod data reduction and analysis effort. Trained NMR IT staff to develop additional processing modules for Orion and refine the Urban Canyon Path Search module based on field data retrieved from product tests in downtown Chicago.