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Track business performance against key competitors at every stage of the product lifecycle.
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We help our clients accelerate demand by focusing on the best opportunities for the greatest impact on their business.
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Our Liquid Data® technology provides cross-industry data and advanced analytics in a single, open platform.
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TERM
Consumer Panel
A longitudinal dataset of pre‑recruited households reporting UPC‑level purchases (plus demographics) across retailers and channels.
Definition
People‑based measurement of who buys, how often, how much, and with what basket context, enabling penetration, trial, repeat, overlap, and leakage views.
How to Calculate
Use weighted panel data to compute core metrics (e.g., Penetration = HHs buying ÷ total HHs; Repeat = HHs with ≥2 purchases ÷ buyers;)
Why it Matters
Reveals the why behind POS trends, identifying growth headroom, churn points, and segments most likely to respond to pricing, promo, and assortment changes.
Key Advantages
Household granularity, behavior over time, omnichannel coverage, basket insights, and targetable segments that complement POS read.
Example
In a 10,000‑HH panel, 1,600 buy Brand X (16% penetration), 58% repeat, SOR = 42%, and 27% of Brand X trips include Premium Snack Y.
Use it to
Leverage longitudinal household purchase data to read penetration, repeat, switching, and buyer profiles. Combine panel with POS reads to separate buyer behavior from distribution and price effects.
