Numerator

Numerator is a data and technology company dedicated to reinventing the market research industry by providing comprehensive consumer insights. Headquartered in Chicago, Illinois, the company's core mission involves blending proprietary data with advanced technology to deliver unique and actionable insights, enabling businesses to understand their customers and identify growth opportunities.

The company offers a range of products and services, including Numerator Insights, Promotions, Verified Voices, TruView, Data Feeds, Media Solutions, and Consulting Services. These offerings provide a holistic view of consumer buying behavior across both brick-and-mortar and online channels. Numerator leverages a digital panel of over one million U.S. households, complemented by a representative panel of 30,000 Canadian consumers, utilizing proprietary, zero-party purchase and survey data. Its market segments span consumer goods, retail, restaurants, technology and media, management consulting, institutional investors, and the public sector.

Numerator operates as a privately held subsidiary of Kantar, which acquired the company from Vista Equity Partners in 2021. Eric Belcher serves as the Chief Executive Officer, leading a team that includes Regan Garrett as CFO and Teresa Grau as CHRO. In January 2025, Numerator and Kantar Worldpanel combined their consumer data businesses, with Kantar Worldpanel subsequently rebranding to Worldpanel by Numerator in July 2025. The company expanded its international presence by launching operations in Germany in May 2025. Numerator regularly publishes market research and insights, with recent reports in April 2026 covering topics such as new speed standards for consumer data with real-time attribution, consumer spending habits amid rising gas prices, and grocery inflation trends.