Numerator Insights is a consumer intelligence platform designed to give manufacturers and retailers deep visibility into omnichannel shopper behavior. Built on Numerator's proprietary OmniPanel — one of the largest consumer purchase panels in the U.S. — the platform enables brands to understand who is buying their products, where they are buying them, and why. Core capabilities include tracking brand and channel switching, measuring household penetration, building detailed shopper profiles, and benchmarking performance against competitors across retail channels. Users can explore how demographics, lifestyles, and attitudes influence purchasing decisions, enabling more targeted marketing and smarter category management. The platform surfaces insights across both physical and digital retail environments, providing a truly omnichannel picture of consumer behavior. For manufacturers, Numerator Insights helps identify growth opportunities, optimize trade promotion strategies, and understand competitive dynamics. Retailers can use the platform to assess basket composition, loyalty trends, and category performance. AiDOOS can accelerate the deployment and adoption of Numerator Insights by connecting organizations with experienced data analysts and insights professionals who can configure dashboards, interpret outputs, and integrate findings into broader marketing and commercial strategies — reducing time-to-value and maximizing the platform's impact across the organization.
Challenges It Solves
Brands lack visibility into where consumers are switching away to competing brands or channels.
Manufacturers struggle to understand true household penetration and buyer demographics across omnichannel retail.
Retailers have limited insight into basket composition and how shopper loyalty evolves over time.
Category managers face difficulty benchmarking brand performance against competitors using consistent, panel-based data.
Use Cases
Competitive Brand Tracking
CPG manufacturers use Numerator Insights to monitor how their brand's household penetration and repeat purchase rates compare to direct competitors over time.
Category Management
Retailers and manufacturers leverage shopper purchase data to understand category dynamics, optimize assortment decisions, and identify whitespace opportunities.
Shopper Marketing Strategy
Brand teams use detailed shopper profiles — including demographics, media habits, and attitudes — to build targeted marketing campaigns and refine messaging.
Channel Strategy Optimization
Manufacturers analyze where consumers are buying across channels to guide trade promotion investment and identify which retail channels over- or under-index for their buyers.
Pricing
Custom pricing — built for your team
Numerator Insights pricing is tailored to your organisation's size, integrations, and requirements. AiDOOS generates your proposal instantly — scoped & ready in seconds.
💡 Pricing insight from reviewers: Numerator Insights is an enterprise-grade platform typically sold via annual contracts to CPG manufacturers and retailers; pricing is not publicly disclosed and is customized based on data scope and user count.
Key Features
Brand & Channel Switching Analysis
Identify which brands and retailers consumers switch to and from across purchase occasions.
Household Penetration Tracking
Measure the share of households buying your brand over any defined time period.
Shopper Profiles
Build rich demographic, attitudinal, and behavioral profiles of your brand's buyers.
Omnichannel Purchase Data
Access verified purchase data spanning physical retail, e-commerce, and club channels from a large consumer panel.
Competitive Benchmarking
Compare your brand's performance on key metrics against direct and indirect competitors.
Consumer Survey Integration
Combine purchase behavior data with attitudinal survey responses for richer insight.
What Reviewers Say
What works well
Access to one of the largest U.S. consumer purchase panels provides statistically robust insights.
Omnichannel coverage spanning in-store, online, and club channels gives a comprehensive view of shopper behavior.
The ability to link purchase data with attitudinal survey data creates richer, more actionable shopper profiles.
Common concerns
Pricing is typically enterprise-level and not publicly disclosed, making evaluation difficult without a sales engagement.
The platform's depth of data can require significant analyst expertise to fully interpret and operationalize insights.
Panel-based data, while large, may have representativeness limitations for niche or highly regional brands.
Reviews
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No reviews yet for Numerator Insights
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Reviewer Demographics
Top Industries
Enterprise Readiness
Identity & Access
SSO✗ Not supported
RBAC✗
Audit Logs✗
Data Security
At restAES-256
In transitTLS 1.2+
Key mgmtVendor-managed
SLA & Availability
Uptime SLA99.9%
RPO—
RTO—
Pen test—
Compliance & Portability
Data residency—
Data export
Right to erasure✗
Integrations
ME
Microsoft Excel
Export Numerator Insights data to Excel for further analysis and reporting.
Native< 1 hour
TB
Tableau
Connect Numerator data outputs to Tableau for custom dashboard creation and visualization.
Third_Party2-4 hours
PP
Microsoft PowerPoint
Export insights and charts directly into PowerPoint presentations for stakeholder reporting.
Native< 1 hour
IR
IRI (Circana)
Complement Numerator consumer panel data with IRI point-of-sale data for fuller market picture.
Third_PartyCustom setup
Governance & Compliance
EU AI Act
Classification: None
Data Processing Agreement
None DPA available
Sub-processors
Not disclosed
Right to Erasure
✗ Not supported
Change Notifications
None
NIST AI RMF
Not assessed
AiDOOS Managed Deployment
Deploy Numerator Insights in 72 hours
AiDOOS handles setup, CRM integration, SSO config, and user provisioning. Your team goes live — not your IT department.
12
Deployments
94%
Adoption rate
4.8/5
Post-deploy sat.
2-4 weeks
Time to value
Prerequisites
Active Numerator Insights license or subscription agreement
Defined user roles and access permissions for the organization
Data connection requirements identified (retailer data sources, category scope)
IT security review and SSO configuration if applicable
Configuration Options
Category and brand scope selection for panel data access
User role and permission management
Custom shopper segment and profile definitions
Dashboard and reporting template configuration
How Numerator Insights Compares
Product
AI & Analytics
Ease of Use
Enterprise Features
Pricing
Integrations
Mobile Experience
Quick Setup
Customer Support
Rating
Price/mo
N
Numerator Insights This product
Good
Good
Good
Fair
Fair
Fair
Fair
Good
—
$Custom/user
NQ
NielsenIQ
Excellent
Fair
Excellent
Poor
Good
Fair
Poor
Good
★ None
$None/user
CI
Circana (formerly IRI)
Good
Fair
Excellent
Poor
Good
Fair
Poor
Good
★ None
$None/user
KA
Kantar
Good
Fair
Good
Poor
Fair
Fair
Poor
Good
★ None
$None/user
Virtual Delivery Center · A new delivery category
A Virtual Delivery Center for
Numerator Insights
Pre-vetted experts and AI agents in the loop, assembled as a delivery
pod. Pay in Delivery Units — universal pricing across roles,
seniority, and tech stacks. No hiring, no contracting, no procurement
cycle.
Plans from $2,000 — Starter Pack, 10 Delivery Units, 90 days
Refundable on unused Delivery Units, anytime — no questions asked
Re-delivery guarantee on acceptance miss
Pre-flight delivery sizing — you see the plan before you commit
What types of consumer behavior data does Numerator Insights provide?
Numerator Insights provides omnichannel consumer behavior data including brand switching, channel switching, household penetration, purchase frequency, basket analysis, and shopper demographic profiles. The data is sourced from Numerator's consumer panel.
How large is the Numerator consumer panel?
Numerator operates one of the largest consumer purchase panels in the United States, with millions of verified panelists who share purchase receipts across all retail channels, enabling robust omnichannel visibility.
Who are the primary users of Numerator Insights?
Numerator Insights is primarily used by brand managers, category managers, and insights teams at consumer packaged goods (CPG) manufacturers and retailers who need to understand shopper behavior and competitive dynamics.
How does Numerator Insights differ from Nielsen or Circana (IRI)?
Numerator Insights differentiates itself through its receipt-based consumer panel that captures omnichannel purchases including e-commerce, providing shopper-level behavioral data. Traditional syndicated data providers like NielsenIQ and Circana focus more heavily on point-of-sale retail scan data.
Can Numerator Insights data be exported for use in other tools?
Yes, Numerator Insights supports data export capabilities, allowing users to extract data for use in tools such as Microsoft Excel and Tableau. AiDOOS can pre-configure these integrations as part of deployment.
Is Numerator Insights available as a self-service platform?
Numerator Insights is delivered as a cloud-based SaaS platform with a user interface that allows clients to query and explore data. Enterprise onboarding and scope configuration is typically handled with Numerator support or through partners like AiDOOS.