IRI and Research Now Ramp Up Partnership

Retail and healthcare data giant IRI and digital data collection specialist Research Now have expanded their relationship to create what the firms describe as the CPG industry's 'most robust and unique data set'.

The enhanced capability combines 1.1 million of Research Now's consumer panellists with IRI's purchase-based data assets and predictive models, which provide CPG marketers with insights into consumer motivations, psychographics, lifestage and lifestyle characteristics, shopping behavior, and media habits. Through the expansion of the firms' existing alliance, manufacturers and retailers will be able to identify and target consumers and shoppers based on their predicted purchase behavior across more than 750 product categories and subcategories, and nearly 9,000 individual brands, as well as their tendency to shop at specific retail outlets. In addition, the firms say their expanded set of predictive models can be used to provide deeper analytics, better attitudinal-based insights, access to actual purchase behavior, the ability to predict which retailers will be shopped, and to quickly find target consumers without having to conduct a sample survey.

Robert Tomei (pictured), IRI's President of Consumer & Shopper Marketing, comments: 'By incorporating the Research Now consumer panel, we have enabled an unsurpassed opportunity to target shoppers and leverage their purchase behavior. This is a significant industry innovation in the media and marketing research industry, and this expanded relationship with Research Now exemplifies IRI's passion for big data, dedication to analytics and strategic commitment to evolving market research that unlocks new levels of insights that drive our clients' growth'.

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