Background on AC Nielsen

AC Nielsen is the world’s leading market information company, offering worldwide services. One of these services is called Homescan. Homescan provides a similar service to Superpanel, providing insights into consumer shopping behaviour based on a panel of 10,000 households that is demographically representative. Panelists use a patented in-home scanner to record their purchases. AC Nielsen implemented a hard edge marketing strategy, approaching Superpanel clients offering a cheaper service and an attractive contract. Superpanel had already invested a substantial sum in the new panel and hi-tec technology. Therefore a loss of clientele would be detrimental and result in a loss of revenue for the division and the group (shareholders????). Superpanel decided to reassess the situation and adopt a ne...