Who this is for
This service is built for category, marketing and innovation teams who need to understand the shopper behind the scan. If you are launching a new product, repositioning a brand, or trying to work out why your share is going where it is going — and the scan data on its own is not telling you why — this is for you.
We work with both fresh produce growers and packers, and FMCG suppliers across grocery, convenience and independents. Australia-wide.
What consumer research with Binary actually involves
Every engagement is different, but the work usually combines:
- Shopper and basket analysis using loyalty and panel data (NielsenIQ Homescan, Quantium, retailer loyalty feeds).
- Demographic and life-stage profiling of your buyer versus the category.
- Switching and lapsing analysis: where your buyers are coming from and where they are going.
- Custom quantitative surveys when the existing data does not answer the question.
- Qualitative shopper interviews where the why matters more than the how many.
- Insight readouts built for marketing, NPD and category teams — not generic research decks.
We work across the data sources most Australian suppliers actually use: NielsenIQ, Circana (formerly IRI), Freshlogic, Quantium Q.Refinery, Woolworths Connect and Coles Connect.
What you get
A clear answer to the question you actually asked, not a 90-slide research deck. The underlying analysis, a short executive read, and where it helps, the story laid out in a format you can take into a brand or NPD conversation. Practical, not academic.
Common questions about this service
Want to understand the shopper behind the scan?
Tell us what you are trying to find out. We will come back with a straight read on whether existing data will answer it, or whether we need to go further.