Numerator
Numerator, founded in 2013, emerged as a disruptor in the consumer panel industry, leveraging innovative technology and omnichannel data to redefine market research.
Profile
Provides verified consumer purchase data and insights for brands and retailers.
Numerator, founded in 2013, emerged as a disruptor in the consumer panel industry, leveraging innovative technology and omnichannel data to redefine market research. The company specializes in providing verified buyer data, offering rich consumer profiles and comprehensive coverage that sets a new industry standard. Over the past decade, Numerator has built a reputation for delivering unparalleled insights into consumer behavior, attitudes, and purchase patterns.
Its flagship product, the Numerator OmniPanel, captures over 2 billion shopping trips annually and tracks more than 44,000 retailers, providing clients with a single-source, zero-party data solution. The company’s Verified Voices platform further enhances its offerings by enabling direct engagement with highly engaged consumers for qualitative research. Numerator’s client base includes some of the world’s largest brands and retailers, such as Albertsons, Unilever, and Procter & Gamble, who rely on its data to drive strategic decision-making.
Recent developments highlight Numerator’s focus on expanding its psychographic and media consumption attributes, now exceeding 2,500 attributes tracked. The company’s ability to integrate data into clients’ systems through platforms like TruView and Data Feeds has solidified its position as a leader in consumer insights. However, Numerator faces challenges in maintaining data quality as it scales and must navigate increasing competition in the crowded market research space.
Who buys this
- Consumer packaged goods (CPG) companies
- Retailers and e-commerce platforms
- Market research firms
- Advertising and media agencies
- Consulting firms
Publicly disclosed clients
- Albertsons
- Unilever
- Procter & Gamble
- McKinsey & Company
- Kraft Heinz
Strengths and what to watch
Strengths
- Largest consumer panel with over 2 billion shopping trips captured annually
- Single-source, zero-party data ensuring consistency and accuracy
- Deep integration capabilities with platforms like TruView and Data Feeds
Watch for
- Potential data quality issues as the panel scales
- Increasing competition from other market research firms
- Dependence on a few large clients for significant revenue
Key Information
- Founded
- 2013
Frequently Asked Questions
What does Numerator do?
Numerator provides verified consumer purchase data and insights to brands and retailers. Founded in 2013, it tracks over 2 billion shopping trips annually across 44,000+ retailers through its OmniPanel, offering zero-party data on consumer behavior, attitudes, and purchase patterns for strategic decision-making.
How does Numerator collect consumer data?
Numerator’s OmniPanel captures shopping behavior directly from consumers, tracking 2 billion+ trips yearly. It combines zero-party data (voluntarily shared) with omnichannel insights, covering 44,000 retailers. Verified Voices adds qualitative research through engaged panelists, ensuring depth beyond transactional data.
Which companies use Numerator's data?
Major brands like Unilever, Procter & Gamble, and Albertsons rely on Numerator for consumer insights. Market research firms (e.g., McKinsey) and agencies also use its data to analyze trends, optimize promotions, and understand shopper behavior across retail and e-commerce.
What makes Numerator different from other market research tools?
Numerator’s single-source, zero-party data ensures accuracy by directly tracking purchases (not modeling). Its OmniPanel covers 44,000+ retailers, while platforms like TruView integrate insights into client workflows. Competitors often lack this scale or verified behavioral data.
Can Numerator track online and offline shopping behavior?
Yes. Numerator’s omnichannel approach captures both online and in-store purchases across 44,000 retailers. Its data includes detailed psychographics (2,500+ attributes) and media consumption, helping brands analyze full consumer journeys from discovery to checkout.
What are the limitations of Numerator's data?
Scaling its panel may challenge data quality consistency. Revenue reliance on large clients (e.g., CPG brands) creates concentration risk. Competitors like NIQ or IRI offer similar services, though Numerator leads in zero-party verified purchase tracking.
Sources
- www.numerator.com — Overview of Numerator’s products and capabilities.
- www.numerator.com — Case study demonstrating Numerator’s impact on retail distribution.
- www.numerator.com — Case study highlighting Numerator’s promotional insights.
- www.numerator.com — Case study showcasing Numerator’s Verified Voices platform.