Project Apollo pilot data indicates that marketers can identify consumer groups whose sensitivity to price depends on their exposure to advertising. This is the latest in a series of marketing case studies developed from Project Apollo, the pilot for a new single-source marketing research service under development by Arbitron, Inc. (NYSE:ARB) and The Nielsen Company.

“Understanding how advertising contributes to sales and can reduce the need for price promotion is a new, actionable insight for marketers provided by Project Apollo. The case study just completed provides a compelling demonstration that Project Apollo’s combination of the Arbitron Portable People Meter with AC Nielsen Homescan technology in the pilot panel of 11,000 consumers provides insights not previously available through the conventional tool of marketing mix modeling,” said Dave Thomas, president, Media Client Services, The Nielsen Company.