Solution Provider Spotlight: Numerator

March 6, 2023
by Kelly Dotson, President – Numerator, Tenure With Current Company: 4 Years, Years of Industry Experience: 22

Give us a brief history of your company, when and how did you get started and what is your high-level mission statement?

Numerator began through the merger of several market research start-ups, including InfoScout (next-gen mobile receipt capture and omnichannel insights) and Market Track (the industry leader in promotions intel) in October 2018 to enable the omnichannel measurement of consumer behavior and the forces that influence it. Since October 2018, we’ve enhanced our survey insights through our Test Panel and our NuQual capabilities, launched Numerator Promo Insights, and debuted Numerator TruView, our market measurement solution.

At a high-level, Numerator provides brands with the data they need to act decisively — directly from consumers.

What would you like CMA and SIMA members to know about your brand/company?

Consumer behavior continues to rapidly change and Numerator is committed to providing the most accurate view of the consumer possible— by leading the industry in innovation, evolving beyond receipt collection to digital data collection. On March 10th, we are excited to release our Total Commerce Panel along with other innovations to help deepen brands and retailers’ understanding of the modern consumer. Our data will be:

  • Bigger: we’re expanding our panel to 150k households at a new, higher standard of 2 trips per month for 12 consecutive months.
  • Better: our Total Commerce Panel sets a new quality standard, yielding 30+ trips per month and 50+ banners shopper per year for an average panelist and 4 years of comparable data at 150K household scale to help you understand how consumers operated pre, during and post COVID.
  • Beyond: we’re moving from omnichannel to omni everything, including omni item-level (increasing the average item level coverage across all channels to 75%, with most sectors above 85%) and preserving natural consumer behavior across the total market with more benchmark sources and calibration at the category and brand levels.

What is the most common question you hear from current and potential customers, and how do you answer it?

With consumers under unprecedented pressure, one of the most common customer questions we hear is “how is inflation impacting my business?” How we answer this question depends on our customer’s needs, but frequently we will include an analysis of observed purchase behavior across distinct consumer segments to uncover shifts driven by inflation and a survey based on consumers’ demographic profiles or financial health to understand how future behavior will change. These insights help brands understand the competitive environment, uncover portfolio strengths and opportunities, and develop strategies that generate retailer buy-in.

Any white space in the industry or areas you are looking to expand into?

Modern consumers have changed how they eat, and the largest consumer trends – representing highest growth – aren’t tracked by legacy data. In Q1 2023, we’re launching our enhanced Limited Service Restaurant channel, providing a more complete view of restaurant spend with 80% coverage of Limited Service Restaurant spend down to Menu Level across 30 key restaurants and delivery providers, from McDonald’s and Chipotle to Door Dash and UberEats.

What is the most important thing that needs to be addressed in the category management and shopper insights disciplines going forward?

We were thrilled to present at the 2023 CMA / SIMA Annual Conference with Unilever’s Jessica Willis, Director of Walmart Category, Insights, and Analytics on going beyond items to build winning strategies around shoppers. As the shifting macroeconomic environment continues to place consumers under pressure, understanding who a shopper is, their behavior, and their attitudes allows you to meet shopper needs and make decisions that benefit your retail partners. Numerator data helps brands and retailers understand people beyond just what they buy.

How are you thinking about the next 3-5 years in retail?

Our recent Numerator Visions report reviewed key consumer trends observed over the past year and provided our perspective on how those trends will define the year to come:

  • A Reinvigoration. The pandemic reinvigorated consumers’ perception of health. Investment in products and messaging that help consumers achieve a more balanced approach to their physical & mental wellness will help foster growth.
  • A Redefinition. Several factors redefined the retail landscape in 2022. Brands and retailers will need to compete on price and value, expand digital technologies, and focus on retaining shoppers to stay competitive.
  • A Retreat. As consumers retreat in the face of economic headwinds, it’s imperative that leaders keep a close eye on economic indicators, preserve households, and build a generational strategy to continue to find growth.