Nielsen appoints Kirsten Riolo to lead new Custom Research Division in ANZ

Nielsen has appointed Kirsten Riolo as the Head of Consumer Insights for Australia and New Zealand, where she will spearhead the company’s newly launched Custom Research Division across the Pacific region.

In her new role, Riolo will oversee primary research initiatives, guiding projects from methodological development to execution and final delivery. She will work alongside a team of expert researchers, focusing on delivering tailored insights to help brands refine their marketing, communication, and product strategies.

Strengthening Consumer Insights with Custom Research
The newly formed Custom Research and Media Analytics division aims to provide brands with data-driven, qualitative and quantitative research solutions. It will enable companies to segment audiences based on demographic and behavioral trends, enhancing content, product, and media planning strategies.

The division will also conduct communication effectiveness studies, measuring audience engagement with marketing campaigns, brand awareness tracking, and consumer perception analysis. Additionally, it will offer purchase journey mapping, helping businesses understand how consumers make purchasing decisions, including key drivers, barriers, and channels they rely on.

Industry-Leading Expertise
Lucas Carreras, Nielsen’s Pacific Commercial Executive Director for Agencies and Advertisers, emphasized Riolo’s extensive experience across B2B and B2C marketing and research, both on the client and supplier side.

"Her expertise will be crucial in strengthening Nielsen’s ability to deliver high-quality, actionable insights, especially in an era where AI-driven data analysis is shaping marketing strategies,” Carreras said.

Riolo’s Vision for the Future
Expressing her enthusiasm for the new role, Riolo highlighted the division’s commitment to helping clients maximize the impact of their investments.

“This is an exciting opportunity to lead a team dedicated to delivering customized research solutions tailored to the unique needs of businesses in our region. From choosing the right methodologies to integrating analysis with Nielsen’s extensive database, we aim to provide actionable insights that help brands make smarter, data-backed decisions,” Riolo stated.

With the launch of this division, Nielsen continues to expand its research capabilities in Australia and New Zealand, reinforcing its position as a leader in media and consumer intelligence.

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