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IRI Launches New ShopperLink™ Consumer Insight Service

Unique In-Store Shopper Research Uncovers How Consumers’ Shopping Expertise Impacts Category Sales; Provides Unique Opportunity to Convert Browsers to
Chicago and Miami Beach – March 1, 2005 – Expanding the depth and breadth of its Shopper Insights offerings to deliver deeper understanding on consumers who shop at multiple retail outlets for specific categories and brands, Information Resources, Inc. (IRI) today announced IRI ShopperLink™.  Based on unique in-store shopper research capabilities and a proven research methodology, the new ShopperLink™ service provides the deeper understanding of specific consumer shopping behaviors required by CPG manufacturers and retailers to more effectively reach their consumers and improve performance.

Out of nearly one million packaged goods items available in the U.S., the average American household buys just 650 items each year.  In response to the overabundance of product and the increasing variety of retail outlet choices, today’s consumers have developed a unique “shopping expertise.”  Empowered with a totally new level of insight, IRI ShopperLink provides powerful intelligence and actionable recommendations on today’s highly sophisticated and preference-driven shoppers to help convert browsers to buyers and maintain loyal customers.   

IRI has been providing similar services in Europe for the past 15 years through in-store research leader MCA.  Acquired by IRI in mid 2003, MCA leverages detailed consumer shopping behavior information collected over the past decade across more than 100 categories with dozens of the world’s leading manufacturers.  

“We have learned that shopping expertise – and thus, consumer purchasing behavior – differs significantly across categories and from region to region,” said Louis-Michel Barbotin, founder and President of MCA.  “This variation can dramatically impact promotion effectiveness. ShopperLink’s unique methodology provides new insight on consumer shopper behavior in three roles:  as the end-user of a product, as a shopper who decides what store to go to for each type of shopping trip, and as a buyer who makes the final item selection from the store shelf.  This type of insight delivers an entirely new level of business intelligence clients can use to power their business and make smarter, fact-based merchandising decisions.”

First US Cross-Category Study

IRI is launching its ShopperLink service in the U.S. with a multi-category, multi-client study to be fielded in the second quarter. This study will measure shopper behavior through in-store observation and interviews integrated with IRI’s InfoScan® retail sales and Consumer Network™ panel data.  Category sponsors will receive insights on their own category versus several benchmark categories, their department average, and the average across all categories studied.  Importantly, the integration of IRI sales and panel data will enable clients to size and prioritize opportunities identified by the study.  

“In-store research tells us what is happening in those last few seconds of the purchase decision process, and what we can do to help shoppers find the optimal product to meet their needs,” noted Kim Feil, Senior Marketing Officer for Kimberly-Clark Corporation.  “But the consumer survey data alone isn’t enough to help us make million dollar merchandising decisions, so IRI’s ability to integrate sales and panel data with the ShopperLink insight is a key advantage.”

Mr. Barbotin, today presented results from its European-focused research at IRI’s Reinventing CPG & Retail Summit in Miami Beach, Florida.  

For more information on ShopperLink, visit

About Information Resources, Inc.

Information Resources, Inc. (IRI) is the leading global provider of enterprise market information solutions for the CPG, Retail and Healthcare industries.  IRI is the first company to leverage the power of real-time market information, advanced analytic insights, and enterprise performance management technology to improve the profitability and operational effectiveness of the world’s leading CPG, retail and healthcare companies.   The Company uniquely provides a total view of the market, enabling maximum business performance throughout the enterprise.  IRI's solutions make the consumer-driven, real-time enterprise possible.  More information is available at