IRI expands consumer, shopper insights capabilities

Information Resources Inc. (IRI), a Chicago-based provider of innovative solutions and services for consumer, retail, media and over-the-counter health care companies, announced that 1 million of Research Now’s consumer panelists have been appended to the IRI ProScores shopper insights solution for a broadly expanded capability to select consumers and shoppers based on their predicted purchase behavior. Through this capability, consumer packaged goods (CPG) marketers will gain expanded profiles of high-propensity shoppers with new and unique insights into their motivations, psychographics, life stage and lifestyle characteristics, shopping behavior and media habits.

IRI ProScores, an advanced purchase-based, predictive shopper insights solution, enables CPG manufacturers, retailers and their marketing agencies to identify shoppers with the highest dollar opportunity and precisely engage them to collect insights into their behavior and understand the influences of that behavior across the new path to purchase. Leveraging cutting-edge analytical techniques and rich data assets, including purchase data from the IRI Consumer Network, IRI estimates all 125 million U.S. households’ propensity to purchase across a broad set of CPG categories, subcategories, brands and stores, IRI said. Leveraging the IRI ProScores predictive models, marketers can directly identify and engage their most valuable consumers and shoppers based on actual dollars spent in a category, on a brand and in a specific store.

• With this new integrated dataset, IRI said CPG marketers will have access to:
• Deep profiling of high-propensity shoppers and hard-to-find segments for sample selection and marketing plan activation
• Purchase- and segment-based targeting for qualitative and quantitative research, especially new product concept testing
• More granular survey results, which demonstrate marketing impact on either high- or low-propensity shoppers
• Large samples of emerging and rapidly growing consumer segments for deeper insights, achieved by also linking Research Now’s consumer panel to IRI’s MillenniaLink and SPINS NaturaLink segmentations to identify key millennial and “natural/organic” consumers

“By connecting IRI’s proprietary segmentations and granular (all-outlet) purchase data from the IRI Consumer Network to an expansive, flexible and highly regarded research panel like Research Now, the CPG industry will be able to uncover new insights into what drives purchase behavior,” said Robert Tomei, president, consumer & shopper marketing, IRI. “Marketers also will have a new tool to uncover white space and innovation opportunities with enhanced product and concept testing.”

By appending IRI ProScores to the Research Now panel, IRI will be able to provide new and expanded survey-based research insights that complement and go well beyond current capabilities already available through the IRI Consumer Network, the company said.

“With the largest, best-profiled global research panel, Research Now fuels solutions," said Greg Ellis, executive vice president, integrated data solutions, Research Now. "We are proud to serve more than 3,000 customers, including the world’s leading market research, advertising, consulting and corporate clients, to power innovation like IRI’s ProScore brand and category purchase propensity scores,”

Coding of Research Now’s panel with IRI’s ProScores, millennial and natural/organic segmentations is available today, IRI noted.