One you have defined your market, you will want to research the geographic, demographic and/or psychographic segments of the market. Use the following statistical tools to learn more about market segments.
Access Nielsen IMS by setting up a remote desktop on you own computer (instructions included in tutorial). The tutorial explains how to use Nielsen IMS to cross-tabulate Vividata data for deeper analysis of target markets.
An Example of How to Reference Data from Nielsen
Nielsen. (2016). Vividata 2015 Q4 Readership and Product Database Online–Frozen Pizza–Beer–Males–Age18-24 [Data set]. Retrieved June 19, 2017, from Nielsen database.