What the data reveals
Stories from actual purchase behavior — not projections, not surveys.
Blog
The Customer-Activated Data Economy
For decades, brands fought over the same scraps — panels, surveys, third-party data. The most valuable data has been right in front of you.
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Panel surveys
partial
3rd-party data
modeled
Consumer-activated
verified
Beauty & Loyalty
The Customer Sephora Can't See
A "ghost" loyalty member spending $3,000/year on premium grooming — entirely on Amazon.
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Say vs. Buy
The Insight That Changed Cheerios' Strategy
Surveys said lead with health. Purchase data showed 98% of cereal was high-flavor.
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Blog
The Say-Do Gap: Why What Consumers Report Doesn’t Match What They Buy
83% say they’d buy. 42% actually do. The most expensive unsolved problem in consumer research — and what changes when you have the actual transaction record.
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Wellness & Intent
The Mouthwash Signal
Zero wellness products in 2023. By 2025, 20% of his spending was wellness.
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Skincare & CPG
88 Tried It. Only 12 Stayed.
100 real CeraVe buyers. Cross-retailer data reveals where the lost customers went.
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Blog
Question 11: The Canonical Upgrade to Every Survey You Run
Surveys capture what people say. Purchase data captures what they do. The canonical design combines both — and it applies to every survey you’ve already run.
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Sustainable Retail
The Values-Aligned Customer Hiding in Plain Sight
One jacket two years ago. But his Amazon purchases reveal he lives the brand mission every day.
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Fashion & Patterns
The Shopper Every Brand Thinks They Know
Meghan seemed average. Ario revealed a full pattern across 14 brands that changed everything.
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Blog
Cross-Retailer Purchase Data: What It Is and Why It Matters
Most brands see only what their customers buy from them. The other 70% of category spending happens elsewhere — invisible to loyalty programs, CRM, and first-party analytics.
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Blog
Digital Twins for Consumer Research: A Data-First Guide
Three approaches to building digital twins. Survey-trained, population-modeled, and transaction-grounded. The accuracy depends on the data underneath.
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Industry Report
I Know What You Bought Last Summer
A deep dive into real Amazon purchase data — what customers actually buy, how they cross-shop, and what it means for your brand.
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