Shopper intelligence

Know who buys what, where, how much, how often, and why (not).

YouGov Shopper Intelligence, Consumer Panel Services (formerly part of the GfK group through 2023), offers access to a wealth of expertise and quality consumer panel data. We help the world’s most recognized FMCG & Retail brands to deliver superior customer experiences at every stage of the shopper journey.

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Perfect the shopper journey

Expert support, game-changing insight

Our market-leading experts are ready to deliver insights tailored to your needs, powered by our trusted consumer panel data and customizable solutions.

With 60+ years of tracking shopper behavior across 1,500+ retail spaces, we provide deep insights of motivations, behaviors, and patterns.

Access unrivaled FMCG data from 130,000+ households across 18 European countries combined with millions of purchase acts and SKU-level data. Deliver superior customer experiences at every stage of the shopper journey.

Assess target groups

Built for both manufacturers and retailers, we help you understand trends, identify and activate core target groups, improve your brand and performance, and identify growth opportunities.

Improve category management

Diagnose your category: its importance to retailers, who buys it, and how they decide, to - optimize your assortment and manage your shelf more effectively.

Optimize pricing

Drive sales and plan winning promotions by understanding the impact your pricing has on shoppers' willingness to buy, elasticities, which promotional messaging is most effective and to whom, and more.

Monitor shopper insights

SimIT (Shopper Insights Monitor) enables quick access to analyses of consumer shopping behavior in a user-friendly tool.

Perfect path-to-purchase

Understand and improve the entire customer journey - pre-purchase (who buys, where, and why), in-store and at the point of sale, and what happens post-purchase.

Innovate & launch successfully

Spot opportunities for new products and packaging, know who will buy them, and develop winning launch strategies and campaigns.

"Working with YouGov feels like a genuine partnership. Our YouGov team takes ownership in the success of our product launches, sharing excitement when they see our new products go live. They go above and beyond by providing valuable customer insights that help us optimize our product launches."

Willeke Brokking, CMI Lead Home Care, Unilever

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