Last week, industry leaders, brand innovators, and data experts from across the consumer goods landscape came together at Chicago’s Wintrust Arena for Numeration, Numerator’s annual event that explores the future of consumer data.
This year’s theme, Numeration: Data to Action, focused on a defining challenge for modern business leaders: turning data into decisive advantage. Across a fast-moving day of bold perspectives, one message was clear—winning brands aren’t just data-rich; they’re action-oriented, using high-quality, trusted insights to move faster, think smarter, and outpace the competition.
That urgency was underscored in the opening remarks, where Numerator CEO Eric Belcher pointed to a new wave of disruption driven by artificial intelligence that will reshape how decisions are made across the industry. In this next era, success won’t come from having more data, but from having better data—and the ability to act on it with speed and confidence.
Below, we’ve recapped the key themes from each session throughout the day.
Keynote Highlights
- Rebecca Jarvis (ABC News) led a dynamic panel featuring Billy Cyr (Freshpet), Sean Riley (DUDE Wipes), Randall Kroszner (University of Chicago), and Eric Belcher (Numerator), exploring how macroeconomic forces are shaping today’s consumer—and how brands can better navigate uncertainty with a clearer, more grounded understanding of real behavior.
- Shawn Kanungo’s keynote explored what it takes to thrive in an AI-driven world, emphasizing that while technology is accelerating change, trust remains the ultimate differentiator.
Main Stage Highlights: Industry Leaders
On the main stage, leading brands shared how they’re turning verified buyer data into a competitive edge, unlocking smarter decisions and accelerating growth across CPG and retail.
- Mauricio Bermudez (Bacardi) and Gab McMahon (Numerator) shared how Bacardi operationalizes data across the organization, turning insights into a scalable advantage that drives faster, more aligned decision-making.
- Katie Daleo and Harry Connolly (DoorDash) explored how DoorDash connects brands with high-intent consumers, using rich audience insights to unlock growth opportunities across categories.
- Alvin Li (Pinterest) highlighted how Pinterest translates consumer signals into actionable strategies, helping brands identify emerging trends, plan with greater precision, and drive long-term growth.
- Renee Balliet (Kraft Heinz), Eric Le (Siete), and Dave Aronson (Numerator) discussed research quality in the age of AI, emphasizing the need to balance speed with accuracy by grounding decisions in verified behavioral data.
- Marie Lazam-Bassler and Vicky Varhalmi (Kenvue) discussed how Kenvue leverages dependable consumer data to strengthen brand positioning and build more effective retail partnerships.
- Geoffrey Zahn and Rick Kassing (Post Consumer Brands) explored how a consumer-first approach to data informs portfolio strategy and drives smarter innovation decisions across a diverse range of brands.
- Randy Wheeler (Premier Nutrition) and Patricia Bergey (Numerator) walked through how Premier Nutrition drives growth with a consumer-first strategy, focusing on key metrics like household penetration, repeat rate, and loyalty to create strategies that drive trial, loyalty, and sustained growth.
- Rebecca Scheckel (Duracell) and Alissa Tudor (Numerator) shared how Duracell uses trusted shopper insights to power smarter decisions and maintain leadership in a competitive category.
Main Stage Highlights: Numerator
Numerator leaders delivered a forward-looking view of the future of consumer data—highlighting the power of trusted data, the hidden pitfalls of legacy research methods, and a bold vision for delivering consumer insights fast enough to drive action.
- Eric Belcher (Numerator CEO) opened Numeration 2026 by reinforcing the importance of trusted, high-quality data as the foundation for confident decision-making in an increasingly complex consumer environment.
- Dr. Leo Feler (Numerator) delivered the latest inflation outlook, unpacking how ongoing economic pressures are reshaping purchase decisions and forcing brands to rethink value, pricing, and strategy.
- Michelle Pichman (Numerator) introduced the latest research on the “Say-Do Gap,” demonstrating how combining survey responses with verified purchase data reveals a more complete—and often surprising—picture of consumer behavior.
- Brian Redmond (Numerator) shared a look at Numerator’s product roadmap, emphasizing a continued focus on speed and usability, anchored by the guiding principle: “Consumer truth, delivered fast enough to matter.”
Emerging Brands Stage Highlights
The Emerging Brands stage brought a live version of Numerator’s popular Emerging Brands Summit to life, showcasing how breakout brands are turning data into momentum—accelerating growth and redefining what it takes to win.
- Hannah Sheets and Courtney Bartley (The Honey Pot Company), along with Josh Getting (Numerator), explored how the brand is driving growth in better-for-you feminine care, using shopper insights to expand distribution and unlock incremental category opportunities.
- Sydney Perotti (Once Upon a Farm) and Justine Lange (Numerator) shared how the brand uses an omnichannel approach to turn data into action, from optimizing digital shelf content to driving e-commerce growth and better understanding the modern shopper journey.
- Claire Zwierzchowski (Chomps) walked through Chomps’ year-by-year growth, highlighting how the brand’s use of data evolved alongside its scaling strategy to inform smarter decisions at every stage.
- Mike Scavuzzo (OLIPOP), along with Rae Bullinger (Numerator), discussed how verified shopper feedback and insights help guide product strategy, shaping positioning and innovation in a fast-growing category.
Numerator Thought Leadership Stage Highlights
On the Numerator Thought Leadership stage, Numerator consultants shared the latest research into key trends shaping consumer behavior today—equipping attendees with the insights they need to anticipate change and stay ahead.
- Shawn Paustian (Numerator) explored how AI is reshaping the shopping journey, examining generational differences in adoption, trust, and engagement with AI-powered tools.
- Emma Mrotek (Numerator) provided a forward-looking view of SNAP policy changes, outlining how shifts may impact household budgets, shopping behavior, and category demand.
- Ashley Hudson (Numerator) examined how evolving health guidance is reshaping the grocery landscape, including how a shift toward whole and minimally processed foods may impact shopper behavior and assortment strategies.
- Kristen Bennett and Shane Doane (Numerator) discussed the evolution from traditional online shopping to AI-driven digital commerce, highlighting how discovery, decision-making, and fulfillment are changing.
Looking Ahead
Numeration 2026 made one thing clear: the future will be won by brands that can turn insight into action—faster, smarter, and with absolute confidence. As disruption accelerates and consumer behavior continues to evolve, trusted, real-world data will be the critical foundation for navigating what’s next.
Numerator is committed to powering that future, delivering the clarity, speed, and consumer truth brands need to move decisively and unlock meaningful growth. Connect with your Numerator representative or contact us to start turning insights into action.
