At a time when fake news and disruptive technology are making it hard to distinguish the real from the fabricated, the premium of authenticity is going sky-high. From the latest newsbreak to an industry report, readers and viewers everywhere want to be assured that what they are consuming is nothing less than the unexpurgated truth.

One company that has successfully weathered the test of trends and unreliable measurement devices is the global research firm Nielsen. Its network covers 100 countries, providing its client corporations accurate data and analyses which of its campaigns are effective, how its consumers are behaving, and which of their products are dominating their respective industries. Recently, its Philippine office has released game-changing studies, such as the pre-eminence of mobile in successful digital campaigns, and the rapid expansion of the small-format stores despite the continued growth of the powerful supermarkets.

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