Educating retailers about consumers

Led by Vishal Bali, measurement firm Nielsen mines China market insights to add value to global strategy

"East-to-West Innovation" - the phrase may be a mouthful but it rolls smoothly off Vishal Bali's tongue as if it were some butter.

As managing director, he runs The Nielsen Company LLC (China), a firm that researches consumer trends and habits to measure, and advise its clients on, what digital-age shoppers watch and buy in over 100 markets.