Nielsen Owns Consumer Generated Media


Although consumer generated media, as a research tool, is still in the early stages of development, vendors are consolidating. Received an email from, Max Kalehoff VP Marketing at BuzzMetrics (must be on a blogger media blast list), that BuzzMetrics will acquire Intelliseek to create "the new global standard for measuring and understanding word-of-mouth behavior and influence."

What makes this announcement important is one of the big guns in research, ACNielsen, owns BuzzMetrics. Just so there is no confusion about who who owns CGM - BuzzMetrics will operate under the "Nielsen BuzzMetrics" brand. With 2 of the top guns of CGM, under the auspices of one of the largest traditional research firms, CGM research is set to blast off as a credible research methodology.

The race is learn, to undertand, and to implement. Market researchers, on your market, get ready, get set, Go!

Media Release - VNU Brings Together BuzzMetrics, Inteliseek to Create Nielsen BuzzMetrics Service

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I too read this with interest, and posted about it in my own blog. My question is this: who's looking out for the little guy? Nielsen is wholly focused on serving the F1000. It's great they're putting a premium on CGM ... it will help establish and spread credibility of this as a marketing tool. But I wonder what's out there for small and medium sized companies to use?

Posted by: Leslie on Jan 17, 2006 6:40:51 PM

Leslie - excellent point. A great niche opportunity for the companies that capture the space the next levels down. Something that we should keep an eye on. By the way, Leslie's post on this topic is, as are all of her posts, insightful and a good read.

Posted by: Toby on Jan 17, 2006 7:12:54 PM

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