OpenBrand Expands Market Measurement to New Categories
Plus additional retailer coverage
We are excited to announce the expansion of our Market Measurement solution, which brings our modeled market share data (MarketShare) to products within new categories: Outdoor Cooking, Hand Tools, and Small Appliances. (See all available products)
Through the addition of MarketShare data, brands and retailers within these industries can now take advantage of OpenBrand’s full Market Measurement offering — which delivers the critical combination of market share and consumer insights for more in-depth and actionable market understanding.
Market Measurement is also available for Major Appliances, Outdoor Power Equipment, and Power Tools. The full list of currently available Market Measurement products by category can be found below.
OpenBrand is continuously improving our Market Measurement solution, with new category rollouts for MarketShare a key priority. Subscribe to our product updates for email notifications when new data is available.
OpenBrand Insights Accelerator Program
Join our exclusive Insights Accelerator Program for early access to pre-release market share insights. You’ll be able to help influence data models, spot emerging trends, and shape industry benchmarks for a competitive edge.
Secure your spot and apply now to join the Insights Accelerator Program.
Additional Retailer Coverage: Amazon, Costco, Walmart
As another part of our continuous improvement efforts, MarketShare insights are now available for more retailers. Across relevant categories, users will now see data for Amazon, Costco, and Walmart.
Increasing our retailer coverage is a key priority as we strive to give clients the most comprehensive view of their market. These new retailers are live now, with regional retailer expansion coming in Q2.
What This Expansion Delivers
With this release, customers within these four new categories will now be able to know where they are winning or losing the market (MarketShare) and why consumers are purchasing (MindShare).
MarketShare eliminates traditional market share data limitations by using multiple data inputs and a proprietary dynamic data model that accounts for disparate sample sizes — delivering a holistic and reliable view of market share.
Powered by this mosaic of data sources, MarketShare gives our clients access to the most accurate market share data available so they can understand who is winning, the factors impacting share shifts, and opportunities to get ahead.
Specifically, with access to MarketShare data, they can:
- Know who leads the market — and why — with unit and dollar share leaderboards
- Monitor market share gains and losses with the ability to drill down into specific brands and/or retailers
- Discover which models are driving share for brands and retailers with SKU ranking data and ability to look at share by configuration (e.g. battery-powered leaf blowers)
- Uncover competitive assortment and pricing strategies with the ability to see how these areas impact share
- Stay ahead of trends and changes in product lines, market movement, and brand performance with period comparison metrics
See the Market Measurement Data for Your Business
OpenBrand is dedicated to delivering critical and reliable market insights across the consumer durables categories — furthering our concentrated focus on leading innovation within the durables market.
To see our market share and consumer insights data in action, request a demo now and we will walk you through a personalized tour of our platform, illustrating how our data will help you win more business.
Available MarketShare Categories
UPDATED FEBURARY 2025
APPLIANCES
Air Fryers
Air Purifiers
Blenders
Cooktops
Countertop Microwaves
Dishwashers
Electric Grills
Freezers
Laundry
OTR Microwaves
Ranges
Refrigerators
Slow Cookers
Toaster Ovens
Vacuums
Wall Ovens
HAND TOOLS
Cutting Tools
Hammers
Measurement Tools
HARDWARE
Door Locks
OUTDOOR POWER
Chain Saws
Edgers
Generators
Hedge Trimmers
Leaf Blowers
Line Trimmers
Log Splitters
Pressure Washers
Riding Mowers
Robotic Mowers
Snow Removal
Walk-Behind Mowers
ZTR Mowers
OUTDOOR COOKING
BBQ Grills
Griddles
Kamado Grills
Pellet Grills
Pizza Oven
Smokers
POWER TOOLS
Air Compressors
Circular Saws & Blades
Jig/Sabre Saws
Power Drills
Reciprocating Saws
Rotary Tools
Wet-Dry Vacs
OpenBrand Launches Consumer Price Index for Durable and Personal Goods
Appoints Ralph McLaughlin as Chief Economist
February 12, 2025 — OpenBrand, a leader in real-time market intelligence data, proudly announces the launch of the OpenBrand Consumer Price Index (CPI) – Durable and Personal Goods. This monthly report provides unparalleled insights into pricing trends across major consumer product categories, offering businesses, policymakers, and other market participants timely, granular data to make informed decisions in a rapidly evolving market.
OpenBrand’s CPI covers a growing list of over 200,000 individual products, more than double the scope of the Bureau of Labor Statistics’ CPI, delivering a deeper and more comprehensive view of pricing shifts across appliances, communication devices, home improvement products, personal care items, and recreational goods. The inaugural report reveals a 0.6% increase in prices for January 2025, reflecting inflationary pressures ahead of anticipated tariffs on imports from Canada, China, and Mexico.
“With the launch of our CPI, OpenBrand is setting a new standard for retail intelligence,” said Ralph McLaughlin, OpenBrand’s newly appointed Chief Economist. “Our ability to provide the largest and most real-time, SKU-level pricing data for consumer durables and personal care products empowers businesses to respond swiftly to market changes, giving them a competitive edge in understanding and navigating pricing dynamics.”
“OpenBrand brings unique data to the market,” added Greg Munves, CEO of OpenBrand. “Unlike traditional pricing indices, our data leverages the most accurate, robust, and dependable large-scale pricing dataset across the broadest set of consumer durables and personal care products, dives deeper into sub-category and SKU-level insights, offering unparalleled granularity. This rich dataset empowers retailers and manufacturers to anticipate shifts and optimize their strategies with a level of precision previously unavailable in the market. We are excited to bring additional insights to market participants with our own consumer price indices."
Introducing Ralph McLaughlin, Chief Economist
OpenBrand is excited to welcome Ralph McLaughlin as Chief Economist, bringing a wealth of experience in economic analysis and data science. His distinguished career has encompassed industrial economics, applied econometrics, economic geography, and housing market economics, establishing him as a leading voice in market pricing, analytics, and forecasting.
Before joining OpenBrand, Ralph served as Chief Economist at Trulia and Haus, Deputy Chief Economist at CoreLogic, and Senior Economist at Realtor.com. Ralph held academic appointments at USC, San Jose State University, and the University of South Australia. He earned a PhD in planning, policy, and design from UC Irvine and a BA in geography and regional development from the University of Arizona. Ralph is also an FAA-certified commercial pilot and instructor.
About the OpenBrand CPI
The OpenBrand Consumer Price Index (CPI) – Durable and Personal Goods is a free monthly report offering detailed analysis of price movements, promotional trends, and macroeconomic factors impacting key product categories. To stay ahead of market shifts, OpenBrand will soon introduce more targeted indexes focused on specific industries and product segments, providing even greater granularity and actionable insights. Subscribers can access these targeted indexes with weekly updates and same-day, SKU-level pricing data, enabling businesses to get ahead of the curve and respond proactively to emerging trends.
For more information and to access the full report visit the OpenBrand CPI - January 2025 page.
Media Contact:
Sidney Waterfall, VP of Marketing, OpenBrand
press@openbrand.com
sidney@openbrand.com
About OpenBrand
OpenBrand is the leading real-time market intelligence platform for the consumer durables market. Its unique optical web collection and AI-based processing technology enable the creation and delivery of the most accurate, dependable, and timely competitive intelligence and market measurement data. Brands and retailers leverage the data and analytics to understand why they are winning or losing so they can make the strategic adjustments they need to succeed.
Consumer Durables Industry: 2024 Year in Review
The consumer durables market in 2024 was anything but static. Retail market share shifted, pricing strategies evolved, online sales evolved, and consumer behaviors changed in ways that will continue to shape the competitive landscape in 2025.
For brands and retailers looking to get ahead, understanding what changed — and why — is the key to making more strategic and impactful business decisions.
Our 2024 Year in Review report provides a data-packed overview of the state of the consumer durables industry in 2024. Check out 10 key takeaways below or download the full report now!
Delivering 30 pages of insights, the report highlights:
- Market Leaders: Who dominated in 2024 across top categories
- E-commerce vs. In-Store: 5-year sales trends & market shifts
- Pricing & Promotions: How brands adjusted strategy to influence demand
- Retailer Spotlight: Amazon: Competitive placements & sales trends
- Category Deep Dive: Major Appliances: Brand leaders, top SKUs & promo data
- Consumer Behavior: What influenced buying decisions this year
The report captures insights across multiple product categories as well as the industry overall, offering a clear view of the areas that defined the year.
10 Key Consumer Durables Industry Insights
Delivering a glimpse into our 2024 report, here are 10 highlights from the report. Make sure to download the full report to access all the data.
1. Home Depot and Amazon both took the top spot as leading outlet across three different categories.
2. Consumers planned to spend more on Black Friday sales than what they ultimately spent, with home goods as the leading consumer durable category purchased.
3. Over the past 5 years, sales in consumer durables continue to see an increase in the number of units purchased online but a decrease in dollars spent, which is reflected in the year-over-year decrease in average price paid.
4. Fitness equipment has the highest percentage of online sales versus in-store — and is also the top consumer durables category purchased on Amazon.
5. Amazon is growing year-over-year, climbing 4 percentage points since 2020 in consumer durables sales.
6. Amazon’s net prices in the small appliance category are historically lower than other retailers, with an average of $52 less than other retailers. This is driven by strong discounts for the category, as seen during Prime Day events.
7. While the majority of consumer durables are still purchased by Millennials, Gen X, and Baby Boomers, purchases by Gen Z are on the rise.
8. While most rewards programs remained flat year-over-year, MyLowe’s Rewards ramped up in 2024.
9. LG and Lowe’s won as top brand and retailer for major appliances, bringing in the most consumer dollars in 2024. Out of all the top retailers, Lowe’s draws in the most major appliance consumers — however, despite a decline in draw, Best Buy closes the most shoppers.
10. Ranges represent the majority of online major appliance placements at 44% share, with Home Depot outlet leading in placement count at 1855.
Download the Full Report
Monitor Your Market With OpenBrand
OpenBrand offers market measurement and competitive intelligence intelligence solutions that give consumer durables brands and retailers the data they need to fill in gaps in their market understanding, build stronger business strategy, and win share. These data solutions deliver everything from where competitors are gaining market share, to product line opportunities, consumer purchase behaviors, and so much more.
To see the data available for your brand, contact us today.
Advancing Market Intelligence: Announcing Our Collaboration With NIQ
NIQ and OpenBrand Announce Strategic Collaboration to Revolutionize Market Intelligence for Global Consumer Electronics Industry
New product suite is positioned to redefine market intelligence, integrating AI-driven analytics with robust multi-sourced datasets such as POS and consumer panel data
CHICAGO (January 7, 2025) [BusinessWire] – NielsenIQ (NIQ), a global leader in consumer intelligence, and OpenBrand, an innovator in AI-powered market measurement and competitive intelligence, are joining forces to revolutionize market intelligence solutions. By combining their unparalleled data, cutting-edge technology, and deep expertise, the two companies will deliver AI-powered tools that address the most pressing challenges faced by retailers, manufacturers, and institutional investors across 50+ countries.
The co-developed product suite will provide clients with actionable intelligence that bridges critical gaps in market understanding. Leveraging AI-driven analytics, robust, multisource datasets, and a variety of calibration sources, these solutions will give the most accurate view of omnichannel market performance available across Tech & Durable categories, while addressing longstanding industry challenges.
Key benefits of the new products will include:
- Eliminating Black Holes: Resolves critical issues such as masking, sample bias, timeliness, and disconnected data for clearer and more accurate insights.
- Integrated Insights: Combines AI with diverse datasets to deliver a complete market view and advanced, data-driven decision-making tools.
- Designed Collaboratively: Co-developed with retailers, manufacturers, and trade associations to ensure the solutions are practical, actionable, and tailored to real-world needs.
- Making a Global Impact: Designed for scalability, these solutions will be deployed in 50+ countries, driving meaningful change across diverse markets worldwide.
“POS data has long been a cornerstone of market intelligence, providing essential insights into consumer behavior,” said Elizabeth Buchanan, President of NIQ North America. “By collaborating with OpenBrand, we’re building on this foundation, leveraging our combined data assets with advanced AI-driven solutions to address common challenges in the tech and durables industry. Together, we’re delivering a more comprehensive and timely view of the market, designed for today’s fast-paced landscape.”
Greg Munves, CEO at OpenBrand, added, “Our alliance with NIQ is about setting a new standard. By leveraging our proprietary AI and integrating our diverse datasets, we’re providing stakeholders with timely, unified, and actionable intelligence that drives better decisions and more profitable outcomes.”
NIQ and OpenBrand are committed to empowering businesses and their investors with the tools they need to succeed in an increasingly competitive landscape. The first wave of these market intelligence solutions will launch in 2025.
For more information, visit www.NIQ.com and www.OpenBrand.com
About NIQ
NielsenIQ (NIQ) is the world’s leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. NIQ combined with GfK in 2023, bringing together the two industry leaders with unparalleled global reach. Today NIQ has operations in more than 95 countries covering 97% of GDP. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View™.
For more information, please visit www.niq.com
About OpenBrand
OpenBrand is the leading real-time market intelligence platform for the consumer durables market. Its unique optical web collection and AI-based processing technology enable the creation and delivery of the most accurate, dependable, and timely competitive intelligence and market measurement data. Brands and retailers leverage the data and analytics to understand why they are winning or losing so they can make the strategic adjustments they need to succeed.
Media Contacts
NIQ
- Abbey Benn (abbey.benn@niesleniq.com)
- Ketner Group (for NIQ) (catherine@ketnergroup.com)
OpenBrand
- Sidney Waterfall (sidney@openbrand.com)
Want to see what this collaboration means for your business?
Book a demo with our team for a personalized overview.
OpenBrand Expands Market Intelligence Capabilities With Its Third Acquisition: TraQ.line
OpenBrand, a leading market intelligence platform powered by AI-driven insights, announced the acquisition of TraQ.line, marking a significant step in the company's expansion into the market measurement space.
This acquisition is the third by OpenBrand, following the combination with Gap Intelligence and Deep.ad in October 2023, and the acquisition of Competitive Promotion Report (CPR) in March 2024.
TraQ.line, known for its detailed consumer durables market data and analysis, significantly enhances OpenBrand’s ability to offer comprehensive market insights. By integrating TraQ.line’s market measurement expertise, OpenBrand can now provide clients with an unparalleled understanding of both the causes and impacts of market share shifts across a wider range of industries, including home appliances, consumer electronics, information technology products, and key home improvement categories. Dave Stevenson, President of TraQ.line, will aid in the seamless integration of the two teams, allowing OpenBrand to offer deeper insights and expand research coverage beyond current sectors, further enhancing clients' ability to make informed decisions.
Greg Munves, CEO of OpenBrand, stated, "The acquisition of TraQ.line is a strategic move that significantly enhances the power and reach of our platform. By integrating TraQ.line’s rich market measurement data with our existing 4Ps and Media data, we can now provide a comprehensive solution that helps our customers not only understand why market share shifts are occurring, but also measure the magnitude of those shifts. Customers will benefit from deeper, more actionable insights, enabling them to make informed decisions and stay ahead of the competition in their markets. This acquisition is a critical step in our mission to deliver unparalleled market intelligence and create an unfair advantage for our customers."
Dave Stevenson, President of TraQ.line, added, “When I was approached by Greg and the team at OpenBrand, it was clear that this was an ideal opportunity for TraQ.line to enter its next phase of growth. The capabilities that OpenBrand offers in capturing and delivering timely, accurate data align perfectly with our mission. This partnership will provide our clients with data and insights they cannot get anywhere else.”
OpenBrand will continue to look for acquisitions like TraQline to bring its data and insights offerings to new industries and product categories.
About OpenBrand
OpenBrand (created from the ParkerGale-backed combination of Gap Intelligence, Deep.ad, Competitive Promotion Report, and TraQline) is one of the world’s most respected market intelligence companies. OpenBrand’s data and market research products give manufacturers, resellers, and industry players a competitive edge across a wide range of industries (including IT, consumer electronics, home appliances, health, wellness, beauty, small appliances, and other consumer durables) and help marketing, product, sales, and pricing teams make more informed decisions and stay competitive in a rapidly changing market environment. For more information, please visit www.OpenBrand.com.
OpenBrand Acquires TraQ.line: Elevating Market Intelligence
Nearly 20 years ago, TraQ.line was founded as The Stevenson Company, a market research insights firm dedicated to bringing consumer data to the Durable Goods industry.
Since the launch of the now well-known, industry-leading, and still unparalleled market survey (the TraQ.line survey, now Durable IQ), the company has grown and shifted alongside movement in the industry and the world overall. Technology has advanced, new companies have entered the space, and the needs of the market are ever-changing. TraQ.line did the same, advancing, growing, and moving forward.
Joining the OpenBrand family of data solutions, TraQ.line is once again poised to provide unmatched market intelligence to the Durable Goods industry — now with greater depth and breadth than ever before.
Read the full release below to learn more about what this acquisition means for TraQ.line and our clients — or contact us to see how we're changing.
OpenBrand Expands Market Intelligence Capabilities With Its Third Acquisition: TraQ.line
July 9, 2024 – OpenBrand, a leading market intelligence platform powered by AI-driven insights, announced the acquisition of TraQ.line, marking a significant step in the company's expansion into the market measurement space.
This acquisition is the third by OpenBrand, following the combination with Gap Intelligence and Deep.ad in October 2023, and the acquisition of Competitive Promotion Report (CPR) in March 2024. TraQline, known for its detailed consumer durables market data and analysis, significantly enhances OpenBrand’s ability to offer comprehensive market insights. By integrating TraQ.line’s market measurement expertise, OpenBrand can now provide clients with an unparalleled understanding of both the causes and impacts of market share shifts across a wider range of industries, including home appliances, consumer electronics, information technology products, and key home improvement categories. Dave Stevenson, President of TraQline, will aid in the seamless integration of the two teams, allowing OpenBrand to offer deeper insights and expand research coverage beyond current sectors, further enhancing clients' ability to make informed decisions.
Greg Munves, CEO of OpenBrand, stated, "The acquisition of TraQ.line is a strategic move that significantly enhances the power and reach of our platform. By integrating TraQ.line’s rich market measurement data with our existing 4Ps and Media data, we can now provide a comprehensive solution that helps our customers not only understand why market share shifts are occurring, but also measure the magnitude of those shifts. Customers will benefit from deeper, more actionable insights, enabling them to make informed decisions and stay ahead of the competition in their markets. This acquisition is a critical step in our mission to deliver unparalleled market intelligence and create an unfair advantage for our customers."
Dave Stevenson, President of TraQ.line, added, “When I was approached by Greg and the team at OpenBrand, it was clear that this was an ideal opportunity for TraQ.line to enter its next phase of growth. The capabilities that OpenBrand offers in capturing and delivering timely, accurate data align perfectly with our mission. This partnership will provide our clients with data and insights they cannot get anywhere else.”
OpenBrand will continue to look for acquisitions like TraQline to bring its data and insights offerings to new industries and product categories.
About OpenBrand
OpenBrand (created from the ParkerGale-backed combination of Gap Intelligence, Deep.ad, Competitive Promotion Report, and TraQ.line) is one of the world’s most respected market intelligence companies. OpenBrand’s data and market research products give manufacturers, resellers, and industry players a competitive edge across a wide range of industries (including IT, consumer electronics, home appliances, health, wellness, beauty, small appliances, and other consumer durables) and help marketing, product, sales, and pricing teams make more informed decisions and stay competitive in a rapidly changing market environment. For more information, please visit www.OpenBrand.com.
Contact us to see how TraQ.line is changing.
A New Chapter Begins: Gap Intelligence is Now OpenBrand
We at Gap Intelligence are excited to share some big news: we are now renamed OpenBrand. This decision follows our recent combination with Deep.ad and acquisition of Competitive Promotion Report (CPR) and reflects our commitment to open access to the data and insights brands need to win more market share. To do this we are creating a real-time market intelligence platform to help customers understand why they are winning or losing in their markets and pinpoint rapidly the exact place to take corrective measures and sell more. Our journey as a company started with Gap Intelligence’s data, analytical tools and in-person channel checks, grew with Deep.ad’s AI-driven data collection technologies, and was enriched by CPR’s insights into health, beauty, and wellness. With backing from ParkerGale Capital, we’ve come together to pave a new path in market intelligence, offering data and insights across a range of industries from a single, modernized platform, and we are just getting started!
OpenBrand is more than just a new name. It reflects our commitment to create transparency by leveraging the latest technology, including AI, to not only collect data but also to make it understandable and actionable. We’re here to help brands of all sizes understand how their products are performing in-market, dig into the drivers of the trend, and make quick, confident decisions. Our technology aggregates data from across the web and is designed to cut through the noise, providing clear insights to guide businesses in today’s complex market.
From our CEO, Greg Munves: "We have big plans for OpenBrand. We’re not just sticking to the categories we know; our aim is to aggressively expand to support brands across the board. We chose the name OpenBrand because it speaks to our ability to open up access to data and insights and that means we can cater to a wide range of needs and fulfill our desire to create an unfair advantage for our clients by helping them leverage data to make more-informed decisions, quickly and confidently. At the end of the day, our success is measured by our customers’ ability to leverage data to assess why they are winning or losing in the market, and to take action to win more share. We believe that if you know the “why”, you will win more. We’re opening up a world of data-driven possibilities for every client we work with, and we wanted a name to reflect what we can do and where we’re going as a company.”
If your company is wondering how to fill in the gaps in your market understanding, why you are experiencing share shifts, or curious about how AI-driven data and insights can help reveal new perspectives about your product’s performance, we want to talk to you. OpenBrand is all about providing the data and insights you need to transform data into smart, strategic decisions that get consumers to choose your products over alternatives. We're here to change how you see market intelligence, making every piece of data work for you.
About OpenBrand
OpenBrand (created from the private-equity-backed combination Gap Intelligence, Deep.ad, and Competitive Promotion Report) is one of the world’s most respected market intelligence companies. OpenBrand’s data and market research products give manufacturers, resellers, and industry players a competitive edge across a wide range of industries (including IT, consumer electronics, home appliances, health, wellness, and beauty) and help marketing, product, sales, and pricing teams make more informed decisions and stay competitive in a rapidly changing market environment. www.OpenBrand.com
Samplecon: Helping Shape the Future of Market Research & Data Quality
Written by Brian Lamar, Strategic Director of Survey Products at TraQline
Welcome to Samplecon: Uniting the World of Market Research
I spent last week in Lake Oconee Georgia at Samplecon, a marketing research conference that exists to create a collaborative environment for the transparent exchange of information and ideas to facilitate the evolution of consumer data. Basically, it’s a chance for us research nerds to get together and discuss best practices and challenges in the industry, focused on online sampling.
Well over 250 researchers attended this 2.5-day conference, which has become incredibly collaborative since its existence, allowing clients and vendors — many of whom are competitors — to work together to improve survey data and the insights we gain from it ultimately giving more confidence in decision making.
This year the primary topics were surrounding artificial intelligence and improving data quality. I wanted to give some high-level information about the ongoing data quality initiatives.
The Data Quality Revolution in Market Research
Quality challenges are not new to our industry. They took place when door-to-door methodology was most prominent and continued through the era of telephone surveys and persist even now, where market research is heavily conducted through the internet. However, this appears to be the most collaborative approach to minimizing the problem.
The Global Data Quality partnership is a group of industry associations across the globe working together to address ongoing and emerging risks to data quality in the market and social research, consumer insights, and analytics industries. With the goal of increasing information and building trust, each organization leads a workstream that delivers global quality resources to improve the conversation and outcomes.
2023 Achievements
The Insights Association (IA) is one of the organizations helping advance this initiative in North America, and I am fortunate to be the co-chair. We have had numerous accomplishments in the past year and a variety of workstreams that I am excited about including:
- Creating a glossary – It is imperative that the industry speaks the same language. The Global Data Quality glossary is the beginning of ensuring the industry is speaking from a common place when discussing research and data quality.
- Educational microsite – Located on the IA website, updates to best practices and to the toolkit can be found here.
- Updating the data integrity toolkit – With this update, we ensure that the data integrity toolkit has the latest information included.
- Journey map – Developed a visual map that defines the data quality process, requirements for validation, and how to monitor progress across the research journey.
- Pledge & badge – Created a commitment for individuals and companies to stay informed, engaged, and committed to ensuring high quality data standards.
- Data fraud & quality member survey: Conducted to understand the impact of fraud, to what degree it’s experienced, and protection measures currently used.
2024 Initiatives for Enhanced Data Quality
Additionally, there are numerous 2024 initiatives taking place to improve data quality, including:
- Establishing data quality benchmarks – For example, what is an acceptable removal rate, or dropout rate? What are the key metrics we should be looking at to measure quality?
- Efforts to improve the respondent experience to increase sample supply – One way this is being accomplished is to create a “Respondents Bill of Rights” which is a primary objective this year. What should researchers tell study participants? How should participants be treated?
- Collaboration labs – We conducted a collaboration lab at Samplecon and will provide other opportunities to provide input at IA National in Atlanta in April
- Fraud technology guidance
- Incentives guidance – Growing understanding of best practices in terms of incentives
- Data cleaning guidance
- AI guidance – Building understanding around how artificial intelligence will impact our industry
- Data quality training module – Development of a “class” that researchers can take to learn more about best practices
Conclusion: The Quest for Improving Data Quality Continues
In summary, significant progress has been made in improving the quality of data within market research in the past year. However, there are two key things to keep in mind:
- We will never have perfect quality data.
- While these initiatives will help improve quality, it is still necessary to design a good screener and questionnaire, ensure the ideal sample and analytic plan, and have numerous people testing the survey to ensure it is programmed correctly.
I will be leading the data quality track at the Insights Association Annual Conference April 8-10 in Atlanta Georgia and am excited to see our industry improve and help our clients make smart business decisions.
If you’d like to learn more about these initiatives or connect with TraQline to discuss our commitment to accurate and reliable data, contact us below.
About the Author
Gap Intelligence, the AI-Driven Market Intelligence Platform, Completes Its Second Acquisition, Competitive Promotion Report
Gap Intelligence (Gap), a real-time analytical market intelligence platform for brands to leverage data and AI-driven insights, has completed its second acquisition, Competitive Promotion Report (CPR). CPR gives Gap a strategic foothold to serve health, beauty, and wellness brands, where Gap will expand its data, insights, and reporting offerings. Glen Davis, President and CEO of CPR, will continue as Director of Health, Beauty & Wellness.
This is the second acquisition by Gap, following its combination with Deep.ad in October 2023, a provider of market intelligence using the most far-reaching and timely AI technologies available in the market today. As Gap’s technology engine for proprietary insights expands, it continues to look for high-value category experts like CPR to expand its data authority for high-margin products. Following the acquisition, Gap now has capabilities within consumer electronics, information technology products, home appliances, and health, beauty, and wellness.
Greg Munves, CEO of Gap, stated, “CPR represents the exact type of expansive acquisition that will continue to be an important part of our strategy for 2024 and beyond. CPR has a long history of authority in the health, beauty, and wellness market intelligence space, having enabled top brands to excel in their price and promotion, strategies. We will build on CPR’s subject matter expertise to expand the insights we offer to customers by adding additional eCommerce, in-store, and multichannel media data. Glen Davis has a storied and trusted history in this space, and we are excited to partner with him to serve existing and new customers.”
Glen Davis added, “When I was approached by Greg and the team at Gap, it was clear to me this was the right time to take CPR into its next phase of growth, expanding the data we can offer to our customers. When I saw the capabilities Gap has to capture and deliver timely, accurate data, I knew this was the right partnership that will offer clients data they cannot get anywhere else.”
Gap continues to look for acquisitions like CPR to bring its data and insights offerings to new industries and product categories.
About Gap Intelligence
Gap Intelligence is one of the world’s most respected market intelligence companies. Gap’s data and market research products give manufacturers, resellers, and industry players a competitive edge in IT, consumer electronics, and home appliances industries, and help marketing, product, sales, and pricing teams make more informed decisions and stay competitive in a rapidly changing market environment. www.gapintelligence.com
Parkergale Capital Establishes New AI-Fueled Market Intelligence Platform With Combination of Gap Intelligence and Deep.Ad
ParkerGale Capital, a Chicago-based private equity firm that specializes in investing in and growing profitable software companies, is excited to announce it has completed its investment in the market intelligence space by acquiring Gap Intelligence and Deep.ad.
Gap Intelligence, a market intelligence provider to OEMs, and Deep.ad, an innovative, AI-powered market intelligence software company, represent the first of what is hoped to be additional acquisitions in the market intelligence space. ParkerGale plans to work with the combined entity to build out its product offerings and enhance them with the power of AI.
The combination of Gap Intelligence and Deep.ad will give customers access to one of the most robust sources of real-time market intelligence available today. Gap Intelligence’s market leading omni channel pricing, promotion, placement, and product data collection practices along with Deep.ad’s AI fueled library of real-time cross-channel digital paid and earned media data will create a truly unique product, tailor-made for marketing, product, sales, social, and customer insights teams who want to know not only how their products are performing, but why.
As an example, Gap Intelligence and Deep.ad will come together to provide the insights that help leading manufacturers execute multi-channel marketing campaigns covering the entire customer journey. Campaign activities typically include social media promotions, interactive experiences, and retail strategies for omnichannel promotions and advertisements - all designed to boost sales. To ensure a comprehensive evaluation of a campaign’s performance, top-of-funnel marketing activities can be tracked in real-time and evaluated in Deep.ad’s multichannel ad placements data, while bottom-of-funnel efforts can be analyzed with Gap Intelligence’s omnichannel 4P’s data and expert analysis, all while monitoring competitors’ actions during the campaign.
As part of the transaction, the combined company will be led by Greg Munves as CEO. Before joining Gap Intelligence, Mr. Munves spent more than 15 years at 1010data, ultimately becoming the company’s CEO and leading it through a successful sale to Advance/Newhouse in 2015. Kris Kubicki, the founder of Deep.ad, will also join the combined company as CTO, and will play a pivotal role in injecting Deep.ad’s AI and machine-learning capabilities into Gap Intelligence’s products. The company is looking to add additional offerings and verticals both organically and through acquisitions.
Mr. Munves expressed his enthusiasm for the acquisition, stating, "When our investors approached me to lead the combination of Gap Intelligence and Deep.ad, I immediately knew it was the right fit. I've spent most of my professional life creating data analytics and market intelligence products. At 1010data, I saw how timely access to better information can reshape how work gets done and industries get redefined. I see the same potential here at Gap Intelligence. Brands lack a cohesive persona-driven analytical operating system to make informed real-time decisions to help them understand competitive pressures and to ultimately win market share. I truly believe I'm joining a company who can give brands an unfair data advantage and help them win more consistently in their markets. And I’m excited about the potential I see in our AI strategy to deliver timely insights, as well as how quickly we plan on integrating what Kris and the Deep.ad team have built into the Gap Intelligence platform to help customers get a clear picture of their share of voice across digital media channels.”
Ryan Milligan, who led the investment for ParkerGale, shared his perspective on this collaboration, saying, "This combination of Deep.ad and Gap Intelligence is the start of something special. We’ve believed in the market potential of market insights data products for a long time. And now by applying Deep.ad’s cross-channel paid and earned digital media data and their AI and machine-learning capabilities to an already robust set of data inside Gap Intelligence’s products, we think we can unlock even more insights for our customers, helping them make more-informed decisions about how they win market share. This also won’t be the last acquisition we complete as part of this platform - and with Greg and Kris onboard, we can build our M&A strategy more confidently knowing we have a leadership team that can help us evaluate, integrate, and unlock the value within future acquisitions.”
Gap Intelligence was exclusively represented by Persient LLC in its sale.
About Gap Intelligence
Gap Intelligence, founded in 2003, is one of the world’s most respected business intelligence services companies. Gap’s data and market research products give manufacturers, resellers and industry players a competitive edge in IT, consumer electronics, and home appliances industries, and helps marketing, product, sales, and pricing teams make more informed decisions and stay competitive in a rapidly changing market environment. www.gapintelligence.com
About Deep.ad
Founded by Kristopher Kubicki in 2017, Deep.ad provides brand attribution and market intelligence software for brands, agencies, and market research organizations. Deep.ad’s solutions automate the discovery and extraction of brand, product, and advertising data and insight in paid and organic digital media. Using Machine Learning, Deep.ad can detect, classify, and measure appearances of placements – logos, trademarks, products, offers, and text – within visual media and digital content, bringing Ad Tech practices and scale to emerging media channels and giving agencies and brands the data they need to identify, analyze, and engage with visual content that features brand mentions and appearances. www.deep.ad
About ParkerGale
Capital ParkerGale Capital is a private equity firm based in Chicago that invests in small, profitable software companies where the firm's operating resources can have a meaningful impact on the outcome. www.parkergale.com