Numerator Adds Tariff Sentiment Tracker

Kantar business Numerator has added to its tools monitoring the volatile US situation regarding tariffs, with the launch of a Tariff Sentiment Tracker. It already publishes a Tariff Risk Index assessing the vulnerability of different categories of business to tariff-driven disruption.

Numerator was acquired by Kantar in 2021 for $1.5bn, and is now merging with Worldpanel, with the combined business taking Numerator's name and its CEO Eric Belcher (pictured). The new Tariff Sentiment Tracker will provide regular updates on how consumers see tariffs, based on a bi-weekly survey fielded to 5,000 US consumers.

Initial waves suggest that most consumers believe they understand what tariffs are (83%) and how they impact prices, while 88% are concerned about their impact on their personal finances or shopping habits. More consumers state that they oppose (45%) than support tariffs (30%), with large number undecided. Economic concerns have declined in the past month, with 33% now concerned about the impact on the stock market and/or their investments, down from 41% in late April.

Web site: www.numerator.com .