Apr 17

Written by: IRI Blog
4/17/2009 10:42 AM

Today's savvy shoppers are taking advantage of the wealth of information available in online communities and social media sites to trade information on products, stores and experiences. To help manufacturers and retailers tap into this powerful new medium, we introduced IRI ConsumerVoice, that lets us create custom, proprietary online communities through which CPG marketers can directly interact with consumers and shoppers on a continuous basis. CPG innovators can use IRI ConsumerVoice in conjunction with our longitudinal panel data to create integrated insights and address key business issues.

Clients have historically been unable to integrate qualitative insights garnered through online information with actual behavioral metrics from longitudinal consumer purchase panels. The result has been an incomplete understanding of how key marketing and sales initiatives impact the shopper. IRI ConsumerVoice now closes this knowledge gap and more importantly enables CPG marketers to develop programs directly tied to consumer insights.

IRI ConsumerVoice also facilitates real-time polling and rapid turnaround to provide near immediate consumer understanding. This capability is critical in an environment where shoppers are revising how they research, buy and use products.

Read more here.

Robert I. Tomei
President, Consumer and Shopper Insights

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