Numerator Extends 'Premium People Groups'

Consumer insight specialist Numerator has expanded its Premium People Groups to include new categories including LGBTQ+; 'unique groups' such as caregivers and military families; category specific insight like social drinkers; and smaller subsets such as sports fans by team.

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. In April, the firm 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.

The company's InfoScout OmniPanel and Numerator Insights now include an expansion of Premium People Groups, which help brands and retailers find and understand specific groups of people. High survey participation enables brands to drill into a more segmented understanding of their consumers. According to Numerator, LGBTQ+ buying behavior, for example, can be segmented based on orientation and gender identity; while health and sustainability buying behavior can also be segmented to include attitudes towards green initiatives, organic shopping, and health and wellness.

Chetan Ghai (pictured), Chief Product Officer, comments: 'In the dynamic consumer landscape, brands seek to understand consumers, their brand preferences and buying behavior at a more granular level than ever before. We continue to innovate around what and why consumers buy. Our psychographics product provides deeper insight into who they are, and our Specialty Premium People Groups provides deeper insight into what they think'.

Web site: www.numerator.com .