Held on September 12, 2019 at the historic Revel Motor Row in downtown Chicago, NUMERATION19 brought together a group of forward-thinking brands, consumer researchers, retailers and agencies for a day of fast-moving, data-packed presentations and panels. In addition to Numerator, attendees heard from Heineken, RBC Capital, Red Bull, ScottsMiracle-Gro, Clif Bar & Company, Conair, Family Dollar, Pernod Ricard, HP, Crayola, NBC Universal, and Monster Energy.
The theme of the day was disruptive thinking, which was underscored throughout the 15 unique sessions that featured innovative analyses, consumer trends and insights, vertical-specific case studies, next-generation product announcements, and perspective from brands and retailers of all sizes. While it’s hard to recap all the insights that were shared, below are some key learnings that were particularly impactful.
Traditional and non-traditional buying channels are approaching parity
According to Numerator’s 2019 Q2 Omnichannel Growth Analysis, sales and occasions continue to shift away from traditional channels like food, drug and mass, making a comprehensive understanding of non-traditional channels imperative for future success.
Go beyond who to understand why
As the omnichannel marketplace evolves and consumers continue to demand more personalized experiences, understanding why consumers consume will be more important than knowing who the consumer is.
Consumer Insights are only as good as the source that you leverage.
Quality data will be a key differentiator that separates the winners from the losers. Without the right insights, retailers and brands lack the complete view of the omnichannel market that is vital for unlocking growth.
In addition to the manufacturer- and retailer-led sessions at NUMERATION19, Numerator’s Chief Product Officer, Chetan Ghai, presented Numerator’s product roadmap and vision, full of upcoming product developments. In particular, we were thrilled to announce the unlocking of our Test Panel, which will enable an entire new suite of Numerator Surveys that will complement the surveys done off our Static Panel. The Test Panel is made up of panelists who are not a part of our Static Panel, allowing brands to leverage the power of verified purchase behavior and longitudinal data to field surveys about innovation or brand strategy without biasing the core panel.
The first in this new suite of surveys will be our Idea Screening Instant Survey Beta, which will be available through Numerator Insights in Q4. By unlocking the Test Panel, brands will be able to connect with consumers when it matters most — whether it be during innovation, launch or post-launch feedback.
We hope that our attendees left the event feeling smarter about what it takes to understand their consumers in the evolving omnichannel marketplace. On a personal note, we here at Numerator were delighted by the opportunity to celebrate the successes our customers have had leveraging our data, and we continue to be inspired by the innovative and creative nature of our clients.
Want to hear more about a particular Numeration session or get on the invite list for 2020? Reach out to us today at hello@numerator.com. Otherwise, stay tuned for information regarding NUMERATION20 – we look forward to seeing you at the event next year!
