IRI ProScores Added to a Million Research Now Panelists

In the US, retail and healthcare data giant IRI has tagged a million of Research Now's consumer panelists using its 'propensity-to-purchase' ProScores models, enhancing its ability to select consumers and shoppers based on their predicted purchase behaviour.

ProScores uses IRI's data, analytics and CPG and retail experience, along with third-party data, to create household level estimates of spend for every CPG category, most subcategories, top brands and retail banners. The solution enables CPG marketers to identify the households that spend the most money on the most relevant categories, brands and banners; collect insights into their behaviour; and understand the influences of that behaviour across the path-to-purchase.

Through the partnership with Research Now, CPG marketers will gain access to expanded profiles of high-propensity shoppers, with insights into their motivations, psychographics, life stage and lifestyle characteristics, shopping behaviour and media habits. This includes profiling of high-propensity shoppers and hard-to-reach segments for sample selection; and the ability to target specific segments for qual and quant research, especially for new product concept testing.

Robert Tomei (pictured), IRI's President, Consumer & Shopper Marketing, comments: 'By connecting IRI's proprietary segmentations and all-outlet purchase data from the IRI Consumer Network to an expansive, flexible and highly regarded research panel like Research Now, the CPG industry will be able to uncover new insights into what drives purchase behaviour. Marketers also will have a new tool to uncover white space and innovation opportunities with enhanced product and concept testing'.

Web sites: www.iriworldwide.com and www.researchnow.com .