Draw & Close Rates
Shopper Leakage
Purchase Drivers
Demographics
Head-to-Head
Shifts Over Time
The Gap In Your Market Data
Your share moved. Your data can't tell you why.
You can see the share point you lost last quarter, and you can see the competitor who took it. What no transaction record shows is the moment the shopper decided: which brands they weighed, which retailer they walked into, and what tipped them.
You can't tell if you were ever in the consideration set
Were you never considered? Or considered and passed over? They are two different problems with two different fixes. MindShare separates draw from close, so you know whether to buy visibility or fix conversion.
You can't see where the demand went instead
A share point leaves your brand and lands somewhere. Transaction data shows the loss, not the destination. MindShare shopper insights shows your leakage – which competitor won the sale, in which category, and why.
You can't tell which buyer you lost
Region, channel, purchase authority, and what the buyer actually weighed all shape the decision. None of it appears in a POS feed. MindShare reports the buyer profile and the purchase drivers behind the choice.
MindShare delivers shopper insights that capture the buyer behavior behind that moment
Trusted by global brands, retailers, distributors, and suppliers
A CLOSER LOOK AT OPENBRAND SHOPPER INSIGHTS
Understand the purchase decisions transaction data alone can't explain
Understand what it takes to win the next buyer consideration set
Draw & Close
Consumers report whether they considered your brand or retailer, and whether that consideration turned into a chosen purchase. That distinction shows you whether the next opportunity is a visibility problem or a conversion problem, so you know where to focus to win it.
- See consideration and close as two separate, comparable measures
- Identify where consideration is strong but close is weak — or the reverse
- Use these patterns to sharpen how you compete for the next purchase
Know who is winning your lost shoppers
Leakage
Leakage is a shopper behavior signal. When a shopper reports choosing a competitor instead of you, this shows you where that demand went and how that compares across competitors. It’s directional insight, not a fix for the sale you already lost — it’s the signal that helps you compete more effectively for the next one.
- See where reported demand goes when a shopper doesn't choose you
- Compare leakage against specific named competitors
- Use leakage patterns to shape how you position for future consideration
Learn what's driving sales for the competitor winning your shoppers
Competitive Comparison & Purchase Drivers
Consumers report what drove their decision between you and a key competitor — consideration, purchase drivers, and buyer profile differences. That consumer-reported evidence is what helps you close the gap before the next purchase decision, not the last one.
- Compare head-to-head against a competitor you choose
- See reported gaps in consideration, purchase drivers, and buyer profiles
- Use the "why" behind the gap to shape your next competitive move
Know who you need to win next, and why.
Buyer Segments & Demographics
Consumers report who they are and what influenced their purchase decision. That buyer behavior evidence, viewed across categories, brands, retailers, channels, and segments, shows you which buyers to prioritize and what will matter to them next time.
- See who reported buying, and what influenced the decision
- Compare buyer profiles and buyer behavior across brand, retailer, and channel
- Apply these patterns to sharpen how you pursue the next buyer
Demo Your Shopper Insights
Discover the consumer behavior behind your category's market performance
See how consumer-reported insight adds context to your market read. Learn what consumers report buying, where they bought it, which brands and retailers they considered, and what influenced the decision.
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How It Works
How OpenBrand measures the why behind the buy
1. Consumer tracking survey
Consumers report what they bought, where they bought it, which brands and retailers they considered, and what influenced the decision.
2. Census-balanced pool
Responses are balanced to reflect the U.S. and Canadian buying population, targeting 750,000 U.S. and 150,000 Canadian responses in 2026.
3. Quarterly refresh
New consumer data is released quarterly against the same measures, so results stay comparable across time periods.
4. Delivered in the platform
Consideration, close, leakage, buyer profile, and head-to-head views are available directly in the platform.
MindShare is consumer-reported and directional. It is not a real-time or transaction-level record, and designed to explain the purchase decisions rather than measure transactions.
Who It's For
Built for both sides of the buying decision
For Retailers
Shoppers decide on a brand and a store at the same time. MindShare shows which retailers entered the consideration set, which one closed the sale, and where your traffic went when a shopper chose someone else, by category and by competing banner.
For Brands
Consideration and conversion are different problems with different fixes. MindShare separates them, then shows how your draw and close compare against a named competitor and which buyer segments are driving the gap.
Category Coverage Across the Durables Industry
We cover more than 300 consumer durables product categories across 18 category groups for both the US and Canada, delivering the greatest depth and breadth available in durables market intelligence.
- Auto Tires & Batteries
- Consumer Electronics
- Fitness Equipment
- Grills & Smokers
- Hand & Lawn Tools
- Home Furniture
- Home Improvement
- Kitchen & Bath
- Major Appliances
- Mattresses
- Outdoor Power Equipment
- Paint & Stain
- Power Tools
- Small Appliances
WHY OPENBRAND
Still relying on general panels for your consumer insights?
Most consumer research is built to answer a specific question once, or to cover categories broadly. OpenBrand’s consumer insights is built specifically for durable goods, as a recurring, comparable foundation, not a one-time read.
| Other Consumer Insights Providers | OpenBrand's Consumer Insights |
| Provides broad consumer insights derived from CPG-focused panels | Built specifically for durable goods categories, with retailer and channel context included |
| Generic consumer data, thin on durable goods categories | Durable goods consumer data built for appliances, tools, and outdoor power equipment |
| Useful for a single research question or hypothesis test | A recurring foundation for comparing behavior across time periods, categories, and retailers |
| Can be difficult to compare consistently across categories, brands, or segments | Structured to compare consideration, leakage, and buyer profiles consistently, category to category |
| Findings delivered as static decks or one-off reports | Continuous access through customer insights software, with the same views refreshed quarterly |
| Leaves teams to connect signals into a durable goods market story on their own | Adds consumer-reported context directly to your existing market and competitive view |
Frequently Asked Questions
Consumer insights explain who the buyer is and why they chose what they chose. Shopper insights focus on the shopping decision itself: which retailers were considered, where the purchase happened, and what channel it ran through. MindShare covers both, because in durable goods the brand decision and the retailer decision are usually made together.
Draw is whether a shopper considered your brand or retailer. Close is whether that consideration became a purchase. Leakage is where the demand went when it didn’t. Read together, they show whether you have a visibility problem or a conversion problem, which are different problems with different fixes.
OpenBrand collects consumer-reported purchase data across 18 category groups and 300+ durable goods categories, targeting 750,000 U.S. responses and 150,000 Canadian responses in 2026. The data covers what consumers report buying, where they bought it, which brands and retailers they considered, and what influenced the decision. New consumer data is released quarterly.
Consumer Insights, Shopper Insights, and Market Research leaders own it. Product Marketing, Category Management, Commercial Strategy, Sales, Brand Marketing, and Competitive Intelligence teams activate it.
MindShare is the consumer-reported layer of OpenBrand’s market intelligence platform. It explains the “why” behind market movement — consideration, choice, and switching — alongside POS, shipment, syndicated, and modeled market share data.
Beyond Shopper Insights
Total Market Insights From OpenBrand
No single data source tells the whole story. Modeled market share tells you who's winning and losing. Competitive intelligence tells you what competitors are doing on product, pricing, and promotion. MindShare adds the third layer: the consumer's voice, what they report buying, what influenced the decision, and how that behavior shapes the market movements you see everywhere else.
Market Share
Monitor market share shifts down to the SKU-level with data that was built for the durables segment
Pricing Data
Accurately monitor product, pricing, promotions, inventory, and media presence in real-time
OpenBrand CPI
Navigate tariff impacts and inflation, with the OpenBrand CPI for Durables and Personal Goods, available monthly
EXPLORE OUR DATA
Public Quarterly Market Dashboards
OpenBrand’s data is available to the public through MarketSignal, our quarterly overview dashboards, delivering market share, pricing, promotions, and purchase insights.
Read our latest blogs and insights
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Paint & Stain Market Share Insights: Top Brands & Retailers (Q4 2025)
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Lawn & Garden Industry: Lawn Care Market Share Trends & Rankings
As consumers close out another treatment season, the lawn care market continues to evolve around…
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