What is Numerator Insights?
Numerator Insights is a consumer panel data platform that helps you understand who is buying your products, how they're shopping, and how their behavior is changing over time. The platform includes receipt-verified data from a large panel of shoppers and offers tools to explore patterns in shopping behavior across channels, products, retailers, and consumer groups.
You can explore this data directly through the platform using built-in dashboards and reports, or you can work with a Numerator consultant for custom analysis and support.
What makes the data different?
Numerator’s panel combines both purchase data and attitudinal data from a single source, meaning panelists contribute information about both what they buy and why.
Some key differences include:
Verified purchase data: Panelists submit receipts or allow digital tracking of their purchases across online and in-store channels.
Omnichannel coverage: The panel includes purchases from mass, club, dollar, grocery, convenience, ecommerce (like Amazon), and third-party delivery (like Instacart and DoorDash).
Longitudinal visibility: Panelists are tracked over time, allowing you to see shopper journeys including loyalty shifts, new product trial, and lapsing behavior.
Consumer-level context: Each panelist has demographic, psychographic, and media consumption attributes attached to their purchase history.
The panel is built for scale and consistency, with participation requirements that ensure data quality and coverage.
There are some differences between Canadian insights and U.S. insights. For more information please visit our US vs. Canada Insights article.
How it complements POS data
While POS (point-of-sale) data tells you what was sold at a specific retailer, Numerator Insights helps you understand the people behind the purchases, across all retailers they shop.
Use Numerator Insights to:
See how your brand or category performs across retailers and channels.
Understand where shoppers are shifting their spend and why.
Measure the incremental impact of promotions or new items by identifying who participated and what changed.
Fill in gaps left by retailer-specific data to build a more complete view of the market.
These two data types often work best together—POS data for precise, retailer-specific sales numbers, and panel data for consumer behavior and motivations.
What kinds of insights does the platform provide?
Numerator Insights includes a wide range of pre-built dashboards and reports that allow you to explore:
People
Shopper profiles and demographics
Buyer groups (new, retained, lapsed)
Loyalty and frequency segments
Behavioral traits like heavy/medium/light spend
Place
Share of wallet across retailers
Shopping trip patterns and trip circuits
Store and channel switching behavior
Product
Trial and repeat for new items
Portfolio engagement and contribution to household penetration
Cross-purchase and basket analysis
Brand switching and overlap
Performance
Brand and category trends over time
Source of volume (growth vs. share shift)
Customer lifetime value
Early reads on new launches or events
These tools are designed to support a variety of business questions across functions like shopper insights, category management, brand strategy, and innovation.
If you’re new to the platform or looking for help using the tools, check out our onboarding guide or connect with your Numerator contact for additional support.