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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
New Category Buyers
Households that enter the category for the first time in a period.
Definition
New category buyers did not buy the category in the prior window but did in the current one.
How to Calculate
Filter panel data by prior non-buyers who now purchased.
Why it Matters
Signals category expansion and trial.
Key Advantages
Useful to track launch impact.
Example
10,000 new buyers entered soup in Q1.
Use it to
Count households purchasing the category for the first time in the period to size expansion. Attribute gains to distribution, media, or pricing to decide how to sustain entry.
