Numerator, Kantar Form New Global Consumer Data Company

The combined entity will be based in Chicago and provide data about the shopping habits of five billion consumers globally.

Greg Sleter

1/15/2025

Numerator and Kantar have joined forces and will now provide data on five billion consumers worldwide.

Numerator is combining with Kantar’s Worldpanel division to form a new global consumer data company, which will provide verified first-party consumer data representing nearly five billion consumers globally.

Eric Belcher, currently CEO of Numerator, will lead the new combined organization which will operate globally under the name Numerator.

“Brands, retailers, economists, and Wall Street analysts rely on permissioned, differentiated data to stay ahead of consumer trends,” said Eric Belcher, CEO of Numerator. “Numerator and Worldpanel capture over one million global shopping trips daily, and we use patented methodology to process them. Our ownership of this data ensures that it is complete and unrestricted, meeting the growing demand for domain-specific data to fuel AI models.”

The new company will be headquartered in Chicago and have 5,800 employees worldwide. Guillaume Bacuvier, current CEO of Worldpanel, will continue his leadership of the International business outside of North America, reporting to Belcher.

Numerator provides proprietary first-party consumer data and advanced technology in the US and Canada. Worldpanel provides consumer data in 49 countries outside North America. The majority of the top 100 global FMCG manufacturers and retailers currently utilize Numerator and/or Worldpanel for consumer behavior data.

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