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All about Next Wave for Canada

Learn more about all the ways we're growing!

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

Next Wave (April 2025)

Table of Contents:

Panel Expansion

Numerator is growing our panel to 20K static households (more than doubling in size in the span of three years!

What can you expect?

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

  • We're 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

      • Province

    • 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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