YouGov's CPS Teams with Circana for Shopper Data Launch

Consumer Panel Services GfK, the shopper insights business unit recently sold to YouGov, is launching a new platform to help Category Managers improve performance. The platform is called SimIT Web and was developed in collaboration with Circana.

GfK - which itself is now combined with former Nielsen division NIQ - completed the sale of its European Consumer Panel Services business (CPS GfK) to YouGov in January, for around EUR 315m. At the time YouGov CEO Steve Hatch (pictured) said together the businesses would 'invest in and build upon our joint capabilities, enabling us to realise our vision of becoming the leading provider of shopper, marketing and opinion data'.

Circana - formed from the merger of IRI and The NPD Group - uses advanced analytics, cross-industry data and decades of expertise to help brands and retailers. Its Liquid Data technology platform integrates and aligns sales, frequent shopper, media and other datasets, and sits at the heart of the new real-time data service. SimIT Web promises manufacturers and retailers the ability 'to leverage the power of analytics anytime, anywhere', via 'robust and flexible data visualization capabilities'. The solution will feature an AI chatbot, allowing users with or without technical expertise to use conversational AI to automate, streamline and simplify insights gathering and decision-making; as well as embedded sharing and collaboration features, automatic report updates and 'powerful' exporting capabilities.

Web sites: www.gfk-cps.com and www.circana.com .