About the Heavy, Medium, Light In-Platform Survey
The Heavy, Medium, Light In-Platform Survey allows you to quickly identify how shopper attitudes and behaviors differ by purchase volume. The survey automatically creates quota groups of heavy, medium, and light buyers based on purchase volume metrics such as trips, spend, or units.
You can define these groups in two ways:
By number: Enter specific numeric cutoffs for each group.
By percentage: Provide a percentage break for each bin, and the platform will automatically calculate the corresponding metric values and apply them to each quota group.
For example, if you define light buyers as the bottom 10% based on total spend, the platform will use Numerator's weighted and balanced measurement panel to calculate the corresponding spend threshold (e.g., under $5) and use it to build the Light Buyers quota group.
Quick Tips: How to Prompt
Setting up a Heavy, Medium, Light In-Platform Survey begins with a few targeted inputs that define shopper classification logic.
Product
The brand or item you want to analyze (e.g., Doritos, Pepsi).Category
The product category that frames your analysis (e.g., Greek Yogurt, Soft Drinks).Store
The retailer or sales channel where the purchase behavior is being tracked (e.g., Kroger, Target, Online Grocery).Date Range*
The period you want to analyze for purchase activityPurchase Volume*
How you define the cutoffs for what constitutes a panelist as a heavy, medium, or light shopper.
You can use Trip Count, Total Spend, or Unit Count to set actual numbers
For example, Light < $20, Medium $21-100, Heavy >100
OR
You can use Total Spend %, Unit Count % or Trip Count % to set percentage cutoffs, which will auto-calculate the corresponding cutoffs.
For example, Total Spend %: Heavy 25%, Medium 50%, and Light 25% will automatically calculate the cutoff for each of the groups.
*Required
You will need to include a Product, Category, and/or Store to prompt this survey.
Once you've entered your inputs and click Build, you’ll be taken directly to the standard survey builder, starting at the “Select Panelist” step.
At this point, the platform automatically creates three distinct quota groups based on shopper behavior: Heavy Buyers, Medium Buyers, and Light Buyers.
From the survey builder, you have full control over each of the three pre-populated quota groups. You can make any adjustments necessary to fit your research goals, including:
Renaming groups to match internal terminology or hypotheses
Deleting a quota group if it's not relevant to your study
Updating sample sizes to reflect your desired respondent counts per group
Adding demographics like age, gender, income, or region to further refine your targeting
Example: Defining by Total Spend %
Example: We want to survey Heavy, Medium, Light Go-Gurt Kid's Yogurt Buyers during L52W defined by Total Spend %.
Quota Groups Created:
Sample Survey Questions
Questionnaire Template(s) available in the Heavy, Medium, Light Survey
The following Questionnaire template(s) are available in the Heavy, Medium, Light survey:
FMOT/SMOT
Click here to learn more about questionnaire templates.
Heavy, Medium, Light Survey Watchouts
The Heavy, Medium, Light In-Platform Survey is available in both the United States and Canada.
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Last Updated 11/12/2025