Numerator Adds Psychographic and Media Consumption Data

US-based consumer insight specialist Numerator has added psychographic and media consumption data to its platform, to provide brands and retailers with an understanding of their target consumers and where best to reach them.

Chicago-based Numerator was formed last year when Market Track combined its own brand and that of its subsidiary InfoScout under a single new name. The firm provides omnichannel insight into what, why and how consumers buy, and who those consumers are; mapping 350 psychographic and 150 media consumption descriptions to validate purchasing behavior on a 1-1 basis at scale. Its InfoScout Omnipanel captures consumer purchasing data for over 450,000 people in the US, while a proprietary app allows a two-way dialogue based on validated behavior and in real-time.

The firm says its new profiling data can be used to create hyper-custom people segments within Numerator Insights. Psychographic attributes include attitudes towards advertising, eating, health and sustainability, shopping and sports, as well as more granular details regarding household and lifestyle; while media consumption insights help brands and retailers understand detailed media preferences from social media sites to traditional magazine content to emerging video streaming platforms.

CEO Dennis Moore (pictured) comments: 'The current paradigm is that consumer purchasing is 'stitched' to psychographic data, based on respondent recall or data modeling. This is the first time that there is a merging of purchase data alongside behavioral and attitudinal data - and at a meaningful scale'.

Web site: www.numerator.com .