US Panel Expansion and Enhancement for Numerator

Kantar consumer data and tech division Numerator has nearly doubled the size of its US 'Total Commerce Panel', and adding a feature called 'In-market Promo Dampening', which it says minimizes the impact of promotional anomalies to give a more accurate reflection of 'natural' consumer behavior.

Kantar acquired Numerator in 2021 for $1.5bn, and announced in January this year that it would merge it with Worldpanel shortly, under Numerator's name and its CEO Eric Belcher. The combined company will service the majority of the top 100 global FMCG manufacturers and retailers, will be headquartered in Chicago and will have around 5,800 employees worldwide. Two weeks ago it announced it would be expanding to Europe, with the launch of its consumer rewards app Receipt Hog in Germany.

The Total Commerce Panel has grown over the course of two years from 105,000 to 200,000 US households - the expanded panel is live today. The company says it also innovations in data collection methodologies, and strengthens its ability to deliver 'the most accurate view of natural consumer behavior across all retail channels'.

The 'Dampening' methodology has been designed to normalize consumer responses to promotions in non-seasonal categories, addressing what Numerator says is 'a persistent issue consumer purchase panels face' by minimizing the impact of promotional anomalies, by means of a proprietary blend of promotional and purchasing data.

Panelists submit data for 30 or more trips over at least twelve consecutive months, with a minimum of two trips per month - exceeding industry standards. Households shop at an average of 55+ retailers annually, with a minimum standard of five per year; and panelists are aligned with more than 35 US attributes within eight key demographics categories, with data collected from around 90% of all zip codes.

Chief Data Officer Patrick Rice (pictured) comments: 'In an industry where many panel data providers lack transparency in data standards and collection methods, Numerator prioritizes clarity and openness - giving manufacturers and retailers full confidence in the data they rely on for critical business decisions'.

Web site: www.numerator.com .