Numerator captures consumer purchase behavior through receipt scanning and panel data, providing detailed views of who buys what and how they shop. Simporter analyzes upstream consumer behavior (searches, reviews, social conversations) to discover what consumers want before they buy it.
Side-by-side comparison
| Feature | Simporter | Numerator |
|---|---|---|
| Data source | Consumer behavior signals: reviews, searches, social | Receipt scanning, purchase panels, surveys |
| Orientation | Forward-looking demand signals | Purchase history and shopper profiles |
| Primary use case | Innovation research and concept development | Shopper intelligence, purchase analytics, promotion analysis |
| Insight discovery | AI surfaces unmet needs from 1M+ signals | Purchase pattern and demographic analysis |
| Concept generation | AI-assisted, grounded in consumer evidence | Not offered |
| Concept validation | 5-day turnaround with synthetic and real panels | Survey-based through Numerator Insights |
| Speed to insight | Days (full sprint in 6 weeks) | Data available on platform; custom studies take weeks |
| Consumer understanding | What consumers want (stated in their own words) | What consumers bought (transaction-level) |
| CPG focus | Purpose-built for CPG/FMCG innovation | Broad CPG, retail, and advertising coverage |
Numerator excels at understanding purchase behavior and shopper profiles after a transaction happens. Simporter excels at understanding what consumers want before they buy. CPG teams typically need both perspectives: Numerator for commercial analytics and Simporter for upstream innovation research that feeds the product pipeline.
Numerator captures what consumers purchased through receipts and panels. Simporter captures what consumers want through their searches, reviews, and social conversations. Purchase data tells you what succeeded in-market. Behavior signal data tells you what opportunities exist for new products. The two data types answer different questions.
Yes, and many CPG teams do. Simporter handles upstream innovation research: discovering unmet needs, generating concepts, and validating them. Numerator handles downstream commercial intelligence: tracking purchase behavior, understanding shopper profiles, and measuring promotional impact. Together they cover the full product lifecycle.
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