The Who’s My Shopper Narrative helps you get to know your shopper. This narrative helps you learn who they are, how they behave, and how their impact is evolving over time. It surfaces key demographic and behavioral insights, including what drives value, what’s changing, and how your product fits into the broader category landscape.
Prompts
To run this Narrative, you’ll be prompted to select three parameters:
Required: Product, Category, and Date Range
Topic Cards
This section will review each topic card within the Who's My Shopper Narrative answering the following questions for each card as well as an example for each:
Which report is the card sourced from?
How would I prompt that report to investigate further into this data?
How do [Selected Product] shoppers demographically compare to total [Selected Category] shoppers?
How do [Selected Product] shoppers demographically compare to total [Selected Category] shoppers?
Report sourced from: Advanced Shopper Profile
First make a People Group of selected Product within selected Category shoppers. Then make a People Group of selected Category shoppers.
Run the report for:
How did People Group of selected Product within Category shoppers compare to People Group of selected Category shoppers during the selected Date Range period?
By default, in-platform results are sorted by: the same order they appear in the Advanced Shopper Profile report
How did panel metrics impact the YOY change in [Selected Product] in [Selected Category] spend?
How did panel metrics impact the YOY change in [Selected Product] in [Selected Category] spend?
Report sourced from: Shopper Comparison → Basic Metrics tab; and Shopper Metrics
How to Prompt the Report:
This report prompting requires multiple reports and calculations. For help on recreating this data please get in touch with your Numerator contact.
Where do shoppers buy [Selected Product] in [Selected Category], by channel?
Where do shoppers buy [Selected Product] in [Selected Category], by channel?
Report sourced from: Shopper Comparison → Top Stores tab
How to Prompt the Report:
First make a People Group of selected Product within selected Category shoppers.
Run the Shopper Comparison for:
How did People Group of selected Product within Category shoppers buying selected Product in selected Category at Any Store compare to All Shoppers buying Any Comparison Product in Any Category at Any Store during the selected Date Range period?
After running that report, reprompt and run the same report for one year prior.
By default, in-platform results are sorted by: Descending % of spend in the selected date range period
Where do shoppers buy [Selected Product] in [Selected Category], by banner?
Where do shoppers buy [Selected Product] in [Selected Category], by banner?
Report sourced from: Shopper Comparison → Top Stores tab
How to Prompt the Report:
First make a People Group of selected Product within selected Category shoppers.
Run the Shopper Comparison for:
How did People Group of selected Product within Category shoppers buying selected Product in selected Category at Any Store compare to All Shoppers buying Any Comparison Product in Any Category at Any Store during the selected Date Range period?
After running that report, reprompt and run the same report for one year prior.
By default, in-platform results are sorted by: Descending % of spend in the selected date range period
How do key demographics differ in their spending on [Selected Product] in [Selected Category]?
How do key demographics differ in their spending on [Selected Product] in [Selected Category]?
Report sourced from: Shopper Metrics
How to Prompt the Report:
First make People Groups for each demographic you want to compare, e.g. Gen Z Shoppers, Millennial Shoppers, etc.
Run the report for:
What were the key metrics for selected Product in selected Category broken out by hierarchy level of selected Product purchased at Any Store, during the selected Date Range period?
With the People Group in Advanced Options set to the desired demographic people group you made. From the results use Buy Rate, Purchase Frequency, and % Repeat Rate. Then reprompt the report and swap in other demographic people groups.
By default, in-platform results are sorted by: the same order they show up in the Advanced Shopper Profile report
How are [Selected Product] shoppers interacting with other products in [Selected Category]?
How are [Selected Product] shoppers interacting with other products in [Selected Category]?
Report sourced from: Household Affinity
How to Prompt the Report:
First make a People Group of selected Product within selected Category shoppers.
Then make a People Group of selected Category shoppers.
Then run a Household Affinity report for:
Which Any Product in selected Category products have differentiated first People Group above from second People Group above, displayed at the same hierarchy level as selected Product level, during the selected Date Range period?
By default, in-platform results are sorted by: Descending 1st data column
How well does [Selected Product] convert shoppers into the [Selected Category] category?
How well does [Selected Product] convert shoppers into the [Selected Category] category?
Report sourced from: Lapsed Retained New → Lapsed Retained New tab
Requires individual Lapsed Retained New reports run for each product.
Run the report for:
Who stopped (or started) buying selected Product in selected Category, from Any Store, during the selected Date Range period?
Once it’s run, the buckets require one additional step beyond what the platform shows. For help on recreating this data please get in touch with your Numerator contact.
By default, in-platform results are sorted by: Descending Household Penetration of each product in the combined pre and post period
Which demographics have growing/declining household penetration for [Selected Brand] compared to the total [Selected Category] category?
Which demographics have growing/declining household penetration for [Selected Brand] compared to the total [Selected Category] category?
Report sourced from: Shopper Metrics
How to Prompt the Report:
First make People Groups for each demographic you want to compare, e.g. Gen Z Shoppers, Millennial Shoppers, etc.
Run the report for:
What were the key metrics for selected Product in selected Category broken out by hierarchy level of selected Product purchased at Any Store, during the selected Date Range period.
With these options in Advanced Options:
Year Ago or Prior Period = Year Ago
Include Change Calculation = Yes
From the results use Household Penetration and Change vs Year Ago.
Then reprompt the report and remove the Product selection:
What were the key metrics for Any Product in selected Category broken out by hierarchy level of selected Product purchased at Any Store, during the selected Date Range period?
From the results use Household Penetration and Change vs Year Ago.
Then reprompt both reports above and swap the People Group to your desired comparison group.
By default, in-platform results are sorted by: The same order they show up in the Advanced Shopper Profile report
Key Metrics
Index: A way to compare data against a baseline average
Calculation: (% of Focus Group Households / % of Benchmark Group Households) x 100
% Household Penetration: The percent of total US households that match your selected criteria. Calculation: [# of households based on selected criteria] / [Total # of US households]
% of Shoppers: Distribution of households in the people group selected
Projected Sales: The total amount spent on a selected item during the time period analyzed, projected up to the entire United States level. Calculation: [Buy Rate] x [Household Penetration] x [Total Number of US Households]
Projected Households: The estimated number of households who purchased the item. Calculation: [Household Penetration] x Total Number of Households
Purchase Frequency: Number of times a Household or Panelist buys the product (category, segment, brand, etc.) during the selected time period. Calculation: [Total Number of Transactions with Brand] / [Total Number of Households Buying Brand]
Spend per Trip: The average amount spent on the item each time the item is purchased during the time period analyzed. Calculation: [Total Brand Sales in $] / [Total Number of Transactions with Brand]
Buy Rate: Average spend per Household
Spend per Unit: Average spent on each unit purchased at the selected store
Units per Trip: Average number of units purchased per trip at the selected store
% of Spend: The percent of the total Household spending on the selected product at the selected store
% Repeat Households: Of those who purchased the item at retailer during time period, the percent that bought the item more than once (or who made at least two separate trips for the product).
Category Brand Switcher: Someone who purchased the Selected Category but not the Selected Product at the Selected Store.
Category Convert: Someone who did not purchase the Selected Category at Selected Store in the prior period
Retained Shopper: Someone who purchased the selected product in both the pre and post-period.
Need Help?
If you're having trouble using Narratives or recreating any of the prompting above please reach out to the Support Chat in the bottom right of your reporting or your Numerator Contact if you need help with calculations.
Suggested Articles
Last Updated 11/13/2025