Nielsen Interview Question: Case study: You are a senior ... | Glassdoor

Interview Question

Professional Services Intern Interview(Student Candidate) Chicago, IL

Case study: You are a senior project manager with the

  option to choose one of two clients for your next project: Client A, whose brand A has a very broad customer base consisting of customers who buy Brand A infrequently. Client B, whose brand B has a much smaller but more loyal customer base. If you had enough resources to conduct research for only one brand, which would you pick (and believe will be most successful), and why?
case study nielsen

Interview Answer

2 Answers


There's no unique right answer (at least, according to my interviewers), but they want to see your thought-process.

Interview Candidate on Mar 9, 2011

My preference would be the smaller but more loyal brand because the research might better identify what contributed to the strong brand loyalty.
The broader lower loyalty base probably has a much more diverse set of purchase reasons which may not be as helpful in marketing

Marketing consultant on Mar 4, 2013

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