CHICAGO & DALLAS--(BUSINESS WIRE)--IRI®, the global leader in innovative solutions and services for consumer, retail, media and over-the-counter healthcare companies, and Research Now®, the global leader in digital data collection to power analytics and insights, announced that they are expanding their relationship to create the CPG industry’s most robust and unique data set. The broadly enhanced capability combines 1.1 million of Research Now’s consumer panelists with IRI’s purchase-based data assets and predictive models, which provides CPG marketers insights into consumer motivations, psychographics, lifestage and lifestyle characteristics, shopping behavior and media habits that have been unavailable until now.
This significant expansion of an existing alliance allows manufacturers and retailers to identify and target consumers and shoppers based on their predicted purchase behavior across more than 750 product categories and subcategories and nearly 9,000 individual brands, as well as their tendency to shop at specific retail outlets and banners. The expanded set of predictive models can now be leveraged to provide deeper analytics, better attitudinal-based insights, access to actual purchase behavior, the ability to predict which retailers will be shopped, and to quickly find target consumers without having to conduct a sample survey.
“By incorporating the Research Now consumer panel, we have enabled an unsurpassed opportunity to target shoppers and leverage their purchase behavior to bring greater enhancement to sample selection based on actual purchase behavior,” said Robert I. Tomei, president of Consumer & Shopper Marketing for IRI. “This is a significant industry innovation in the media and marketing research industry, and this expanded relationship with Research Now exemplifies IRI’s passion for big data, dedication to analytics and strategic commitment to evolving market research that unlocks new levels of insights that drive our clients’ growth.”
With this unprecedented and greatly expanded dataset, CPG marketers will be able to increase accuracy by having access to:
- Deeper profiling of high-propensity shoppers and hard-to-find segments for sample selection and marketing plan activation with a limited need for pre-screening
- Purchase and segment-based targeting for qualitative and quantitative research
- More granular survey results that demonstrate marketing impact on high- or low-propensity shoppers
This insights database brings multiple IRI purchased-based assets to Research Now’s online and mobile-based consumer panel, providing the ability to identify shoppers who:
- Have the highest propensity to purchase a product
- Shop a particular retail chain, channel or specific store, and to what magnitude
- Tried a new product, spend a particular amount on a product or category, buy competitive products or are lapsed buyers
The database employs IRI ProScores™, the industry’s most advanced purchase-based, predictive, shopper insights and activation solution used for target audience selection. This partnership enables CPG manufacturers and retailers, and their marketing agencies, to identify shoppers with the highest dollar opportunity and accurately engage them to better understand their shopping behavior by gathering insight into the influences that inform behavior across the ever-evolving path to purchase journey.
By leveraging cutting-edge analytical techniques and rich data assets, including purchase data from the IRI Consumer Network™, IRI estimates all 130 million U.S. households’ propensity to purchase across a broad set of CPG categories, subcategories, brands and retailers. These retail audiences are projected from the IRI Consumer Network to all U.S. adults and matched with more than 1.1 million U.S. Research Now panelists. This extensive Research Now U.S. panel match offers marketers respondent-level integration of customer survey data with modeled behavioral data, marrying the “why behind the buy” with “the buy” and enabling real, actionable insights from verified panelists.
“With the largest, best profiled global research panel, Research Now fuels solutions,” said Greg Ellis, executive vice president of Integrated Data Solutions for Research Now. “We are proud to serve more than 3,700 customers, including the world’s leading market research, advertising, consulting and corporate clients, to power innovation like IRI’s ProScores brand and category purchase propensity scores. Based upon a recent validation test among a matched sample of nearly 400,000 Research Now panelists, we improved targeting efficiency by 250 percent. By screening for energy drink buyers among those with the highest ProScores purchase propensity, we achieved 20 percent qualifying incidence in identifying an 8 percent incidence target.”
By appending IRI ProScores to the Research Now panel, IRI will be able to provide new and expanded survey-based research insights that both complement and extend beyond capabilities currently available through the IRI Consumer Network. Further, it provides never-before realized granular insight into the influences that inform behavior across the shopper path to purchase.
For more information about this new offering, please visit: https://www.researchnow.com/sampleplus-solutions/
About Research Now
Research Now Group, Inc., is the global leader in digital data collection to power analytics and insights. It enables confident, data-driven decision-making for its 3,700 market research, consulting, media, and corporate clients through access to millions of deeply-profiled business professionals and consumers. The company has provided high-quality, proprietary, research-only online panel sample since 2001, and currently operates in over 40 countries from more than 20 offices around the globe with locations in the Americas, Europe, the Middle East, and Asia-Pacific. Research Now is recognized as the quality, scale, and customer satisfaction leader in the market research industry. For more information, please go to www.researchnow.com.
About the IRI Partner Ecosystem:
IRI fundamentally believes that delivering differentiated growth for clients requires deep, highly integrated partnering with a variety of best-of-breed companies. As such, IRI works closely with a broad range of industry leaders to create innovative joint solutions, services and access to capabilities to help its clients more effectively compete in their various markets and exceed their growth objectives. IRI is committed to its partnership philosophy and continues to actively enhance its ecosystem of partners through alliances, joint ventures, acquisitions and affiliations. The IRI Partner Ecosystem includes such companies as Adobe, The Boston Consulting Group, comScore, Experian, GfK, Gigwalk, Ipsos, Kantar Shopcom, MasterCard Advisors, MaxPoint, Millward Brown Digital, Mu Sigma, Oracle, Research Now, SPINS, Univision and others.
IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC health care organizations, retailers and media companies to grow their businesses. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand, cloud-based technology platform, IRI helps to guide its more than 5,000 clients around the world in their quests to remain relentlessly relevant, capture market share, connect with consumers and deliver market-leading growth. A confluence of major external events—a revolution in consumer buying, big data coming into its own, advanced analytics and automated consumer activation—is leading to a seismic shift in drivers of success in all industries. Ensure your business can leverage data at www.iriworldwide.com.