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Numerator and Kantar Worldpanel Combine to Form New Global Consumer Data Company


The combined entity creates a powerful new perspective on global consumer trends

Numeratora North American market research data and technology company, is merging with Kantar’s Worldpanel division to create a new global consumer data company. Numerator provides proprietary first-party consumer data and advanced technology in the US and Canada. Worldpanel is the gold standard for consumer data in 49 countries outside of North America. Most of the world’s 100 largest FMCG manufacturers and retailers already use Numerator and/or Worldpanel for consumer behavior data.

The new company will provide verified first-party consumer data representing nearly five billion consumers worldwide. As companies prioritize first-party data to meet privacy and data sovereignty requirements, Numerator remains committed to providing industry-leading privacy standards to maintain consumer trust.

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Eric Belcher, current 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 enabled, differentiated data to stay ahead of consumer trends. Numerator and Worldpanel capture over one million purchases worldwide every day, and we use a proprietary methodology to process them,” said Eric Belcher, CEO of Numerator. “Our ownership of this data ensures that it is complete and unbounded, meeting the growing demand for domain-specific data to power AI models.”

Data Numerator and Worldpanel are widely used in consumer and shopper insights, while marketers use the data to build audiences and measure ads. With increasing use in predictive analytics, the new company’s data can inform artificial intelligence models that predict trends, identify opportunities and enable personalized experiences at scale.

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The new company will be headquartered in Chicago, Illinois with 5,800 employees worldwide. Guillaume Bacuvier, the current CEO of Worldpanel, will continue his successful leadership of the international business outside of North America and will report to Eric Belcher.

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