LISA GOSSELIN

For those who might be unfamiliar or brand new to your company, what do you do?

Numerator helps companies understand their customers and identify growth opportunities. We provide more visibility into more consumers across more channels — unlocking growth for brands, retailers, and Wall Street firms.

In what ways do you feel your business focus has changed since COVID?

The pandemic has accelerated our long-term business focus: scaling our first-party data set to provide fast, comprehensive insights on more consumer groups across more channels. To help our customers navigate an uncertain marketplace, we’ve published ongoing research covering channel shifting, consumer sentiment, inflation, product shortages, delivery services, and more.

How have the shifts to a more Omnichannel retail dynamic impacted the ask from your customers over the past 2 years? How have you responded?

Numerator’s data collection methods, which rely on first-party consumer data, naturally align with the growing shift toward eCommerce and other historically untracked channels. Clients need visibility into areas like private label, direct-to-consumer brands, click and collect orders, Amazon, and more — and Numerator is the only provider who can provide this view.

Numerator is continuing to invest in new data capture, large scale transcription and a more flexible data architecture, which will enable omnichannel share measurement and opportunity identification, as well as in-depth analyses on topics like delivery services and e-tailers— all connected to a panelist’s omnichannel shopping behavior.

What current retail and consumer trends do you feel people should be paying particular attention to right now?

Inflation: While most consumer groups have experienced a steady increase in prices throughout 2021 followed by a slight dip in November & December, select cohorts continued to see increasing prices through the end of the year, particularly Gen Z and low-income shoppers— and they’re shifting behavior accordingly.

Changing demographics: Gen Z is the first adult shopping generation to be majority non-white. To position their businesses for success, brands and retailers need to deeply understand emerging consumer segments, including Hispanic and Asian American Gen Z consumers, singles, and older parents with young families.

Cooking and eating habits: After months spent at home during the onset of COVID-19, most consumers surveyed are now likely to cook 4 out of 5 weekday meals at home— and certain brands and categories have begun to reap gains from this shift. Brands need to identify whitespace areas for innovation, and retailers need to reconsider how to effectively compete for their fair share of stomach.

What kind of solutions will you be showcasing at the 2022 CMA|SIMA Conference?

We’ll showcase our Numerator Insights solution, which helps brands and retailers answer business questions – fast – with on-demand access to shopper data that is updated daily. Our panel size, trip counts, and omnichannel coverage provide the sample you need to answer cross-category questions that legacy solutions can’t, so you can build strong retailer relationships, influence shopper behavior, and grow your brand with better shopper insights.

We’ll also showcase our Numerator Surveys solution, which enables brands and retailers to reach shoppers based on verified purchase behavior, to win back lapsed shoppers, understand the impact of new items and emerging trends, and track longitudinal shifts.

What are you most looking forward to as the CMA|SIMA Conference returns to an in-person format this year?

Our team is looking forward to connecting with our customers in person to discuss how we can continue to innovate to meet their changing business needs.