The Nielsen Company today announced the establishment of a dedicated BASES group in the Company's office in United Arab Emirates. This expansion of BASES into the Middle East - a high growth region - will further strengthen the Company's local presence and enhance relationships with Nielsen's Middle Eastern clients.

"A number of our key clients continue to invest in this high priority region, and we are pleased to be establishing a local presence in markets that are important to them.  Having our BASES consultants in close proximity to our clients always helps to maximize the value we bring to their business, and demonstrates our commitment to their needs," commented Karthik Rao, Vice President and Managing Director of BASES, Asia Pacific, Middle East & Africa.

BASES - the world leader in new product sales forecasting and initiative optimization - uses powerful proprietary research tools and combines primary research with state-of-the art forecasting techniques, to provide insight into the true market potential of new initiatives prior to launch.  

Research shows that new initiatives that perform well in BASES experience, have up to 15 times more chances of sustainability in the market place. "In times of global crisis trial and error with new product launches / line extension is not an option. Marketers have to plan better and be more sure about what they are launching in the market." said Piyush Mathur, Regional Managing Director - Middle East, North Africa and Pakistan.

With over 30 years of experience in over 90,000 initiatives globally, BASES has served as a strategic partner to its clients who include large multinationals in fast moving consumer goods categories, pharmaceuticals, quick-serve restaurants and more.