Numerator Adds LGBTQ+ Attributes

Chicago-based consumer insight specialist Numerator has added LGBTQ+ demographic attributes to its Numerator Insights platform, which provides access to a further 2,500 demographic, psychographic and media consumption attributes that consumers share directly with Numerator.

Kantar-owned Numerator, which today has more than 2,000 employees worldwide, was formed in 2018 when Market Track combined its own brand and that of its subsidiary InfoScout under a single new name. The firm combines proprietary data - including that from a digital panel comprising more than one million US consumers - with technology, to deliver insights through which companies can understand their customers in real time.

Numerator says that more than 85% of surveyed panelists have elected to share details about their sexual orientation with the firm, as part of the demographic profiles that accompany their consumer buying behavior. The LGBTQ+ demographic attributes are fully integrated into multiple reports, but do not replace the Premium LGBTQ+ People Groups, which will continue to provide insights on gender identity and orientation.

Sakena Gardner (pictured), Numerator VP of Talent & DEI Officer, comments: 'The addition of LGBTQ+ demographics to the Numerator platform gives representation to an influential group of consumers. Equipping brands with the data they need to understand the important nuances among their consumers will not only help brands future-proof, but also help form more meaningful connections with their consumers'.

Web site: www.numerator.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.