US-based MR data and tech firm Numerator has launched an omnichannel consumer insights panel for Canada, focusing on consumer shopping and brand behaviour across fifteen retail channels - including online - for individual panelists.
Formed through the merger of Market Track and its subsidiary InfoScout, and headquartered in Chicago, Numerator connects purchase data from its OmniPanel service with path data, to deliver a view of the consumer shopping and purchase experience. The new Canadian OmniPanel has been developed to give brands and manufacturers access to previously unreported insights, notably as behaviour switches from traditional forms of buying at drug and grocery stores to non-traditional channels including eCommerce.
This launch follows the previous release of Numerator's gamified consumer app Receipt Hog in Canada, and the panel has subsequently grown to more than 30,000 active panelists. App users simply snap photos of receipts and then Numerator's technology transcribes and categorizes receipt details, with monetary incentives.
CEO Eric Belcher (pictured) comments: 'Canadian brands and retailers have been operating without omnichannel consumer behaviours that underpin billions in Canadian CPG sales. Data that explains how consumers are switching from traditional buying to non-traditional, particularly eCommerce, with insight into what's likely to happen next, has never been available before and the market has been clamouring for us to launch'.
Web site: www.numerator.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.