Press release

Numerator Launches Psychographic & Media Consumption Insights

Sponsored by Businesswire

a leading provider of omnichannel insight across what, why and how
consumers buy, has launched Psychographic and Media Consumption data as
part of its Numerator Insights platform. This provides brands and
retailers a much deeper understanding of the consumers they want to
reach, and where best to reach them.

Numerator goes beyond demographics to map 350 psychographic and 150
media consumption descriptions to validated purchasing behavior on a 1-1
basis at scale. This eliminates the need to leverage claimed consumer
purchase behavior, projected psychographics based on look-alike models
or both. The new profiling data collected by Numerator can be used on
demand to create hyper-custom people segments within Numerator Insights.

“The Psychographics report on the platform is a huge asset for my team
to dive deeper into who our target consumer is,” said Luke Custer,
Manager of Insights & Analytics, The Scotts Miracle-Gro Company. “It
allows us to go beyond surface level information like demographics, to
really add depth and color to our various shopper profiles. The insights
we gather from this tool are like nothing else we have available to us
from any of our other vendors.”

Psychographic attributes include attitudes towards advertising, eating,
health and sustainability, shopping, sports and more granular details
regarding the household and lifestyle. Media consumption insights help
brands and retailers understand granular media preferences from social
media sites to traditional magazine content to emerging video streaming

“The current paradigm is that consumer purchasing is ‘stitched’ to
psychographic data, based on respondent recall or data modeling,” said
Dennis Moore, CEO, Numerator. “This is the first time that there is a
merging of purchase data alongside behavioral and attitudinal data – and
at a meaningful scale.”

Numerator’s InfoScout Omnipanel captures consumer purchasing for over
450,000 people in the U.S. Its proprietary app allows a two-way dialogue
based on validated behaviors and in real-time. Numerator has been
collecting data using a weekly micro-survey technique. This eliminates
the use of lengthy questionnaires that skew participation, in addition
to linking the data directly to buying behavior.

“We remain very thoughtful about how we interact with our panelists and
have built up a deep base of trust,” said Chetan Ghai, Chief Product
Officer, Numerator. “We are very transparent with our panelists about
data use and collect data from panelists based on what they are already
doing every day — using their phones to upload content. Our users want
to share with us.”

About Numerator

Numerator is the leading provider of omnichannel insight into what, why
and how consumers buy — and who those consumers are. 75% of Numerator’s
Top 100 customers use multiple Numerator products. Numerator is
headquartered in Chicago, Illinois with 1,400 employees in seven
offices. Find out more at