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All about Next Wave

All about Next Wave

Learn more about all the ways we're growing!

Rachel Kraut avatar
Written by Rachel Kraut
Updated over a week ago

Next Wave (April 2025)

Table of Contents:

For more information on Next Wave for Canada, click here!

Panel Expansion

Numerator is growing our panel to 200K static households (doubling in size in the span of two years!

What can you expect?

  • The highest level of panelist standards in the industry maintained with unprecedented levels of transparency

  • 33% sample increase while tightly aligning to Census Data

  • Increased Trending

    • Trend back to 2019 at 150K static households

    • Trend back to 2023 with the 33% increase of 200K static households

We're also investing in innovation (as always) to increase the quality of our data.

  • In Market Promo-Dampening

    • Our commitment to reflecting natural consumer behavior is ever-evolving. As such, we're introducing In-Market Promo Dampening to solve the impact of promotional predisposition within all consumer panels.

    • This is a surgical approach that smooths the impact of non-representative purchase behavior driven by promotions to best represent natural consumer behavior.

  • Demographic Trending

    • Simplifying and Standardizing Demographic Analysis is a top priority for Numerator given the rapid changes in demographics, and we continue to align demographic data more closely with census figures for the respective historical year of analysis.

    • Which Demographics are trendable?

      • Age Bracket

      • Age Generation

      • Income

      • Income Bucket

      • Education

      • Marital Status

      • Children under 17

      • HH Size

      • Urbanicity

      • Census Division

      • Lifestage and Lifestyle

      • Purchase Power

    • What trendable metrics are recommended?

      • HH Penetration

      • Projected HHs

      • % of HHs [for selected demographic]

As always, Numerator is committed to raising the bar -- even bigger sample, still the best and highest panelist standards in the industry, and always objective.

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