The panel, which previously covered 105,000 US households, aims to provide a view of natural consumer behaviour across retail channels.

As part of the expansion of the panel, Numerator has also introduced an in-market promo dampening methodology, which is designed to normalise consumer responses to promotions in non-seasonal categories.

Numerator said that panellists generally submit more than 30 retail trips per month, with at least 12 consecutive months of data, with a minimum requirement of two trips a month for a year.

Patrick Rice, chief data officer at Numerator, said: “In an industry where many panel data providers lack transparency in data standards and collection methods, Numerator prioritises clarity and openness – giving manufacturers and retailers full confidence in the data they rely on for critical business decisions.”