United Kingdom 
United States 
Italia 
Deutschland 
France 
International 
Understand shopper motivations through consumer tracking and surveys
Every shopper tells a story. Are you really listening?
Shopper intelligence helps FMCG and retail leaders connect with what consumers want. Reveal patterns, segment behaviors, and link attitudes to optimize marketing, innovation, pricing, and activation strategies.
You can enhance product selection and portfolio decisions by understanding shopper types, your brand, category value, and target group choices. Make sharper, faster, and more consumer-focused business decisions with YouGov’s powerful combination of expertise and high-quality, real-time consumer panel data.
Unlock the full value of consumer intelligence
Shopper behavior changes really fast. Stay ahead with daily data and expert analysis. Capture the click, own the cart, and master the market with 360° shopper intelligence at every touchpoint.
The why behind the buy
Reach buyers and non-buyers by directly surveying YouGov’s consumer panel. Customize research to link behaviors to your KPIs, track attitudes, values, and motivations that drive purchase decisions.
Reality at the check-out
Choose from individual panel deep-dives to customized research – complete with attitudinal, behavior, and lifestyle data from integrated sources – to go beyond what consumers feel.
Seeing your brand through consumers’ eyes
From improving category management and optimizing pricing, to creating the perfect path-to-purchase and launching new products, we’ve got you covered. Yes, really. You can create a consumer-centric strategy, see off the competition, and boost growth with YouGov’s panel surveys and consumer intelligence services.
Category management
Insights into category diagnostics, shelf management, and assortment optimization.Price and promotion strategy
Validate pricing strategies with shopper data by channel, brand, and retailer.Path to purchase
Understand and influence the customer journey, from awareness to purchase, driving conversion.Customer satisfaction
Reveal satisfaction levels to create exceptional experiences and build loyalty.Why2Buy
Uncover the motivations and barriers behind FMCG purchases to effectively reach shoppers.Not sure what solution you need? Let's chat.
Get in touch
Shopper intelligence case studies
Explore how leading FMCG and retail brands use continuous, single-source data to go beyond what shoppers buy to explore why they buy.
"Working with YouGov feels like a genuine partnership. Our YouGov team takes ownership in the success of our product launches, sharing excitement when they see our new products go live. They go above and beyond by providing valuable customer insights that help us optimize our product launches."
Willeke Brokking, CMI Lead Home Care, Unilever
Mind your baskets
Cherry-pick from expert-authored articles about consumer intelligence and reveal shopper secrets with our latest editorial content.
Shopper intelligence FAQs
How can I assess my market landscape and target groups more effectively?
Panel surveys will help you understand who your shoppers are, how they behave, and what motivates them. This enables you to sharpen your targeting and growth strategy. YouGov helps you profile and segment consumers using verified behavioral and attitudinal data.
How can I improve category management with shopper intelligence?
By using consumer panel surveys to identify trends, shopper needs, and buying behaviors at a granular level, you can improve your category management. YouGov will enable you to optimize product assortment, shelf layout, and space allocation based on real consumer demand and habits.
How can I optimize pricing and promotion strategies?
Get more from your consumer intelligence by tracking reactions to pricing strategies and promotional mechanics in real time. YouGov connects pricing insights with actual purchase behavior, helping you fine-tune your margin and volume growth tactics.
How can consumer testing panels help develop more effective FMCG and retail campaigns?
By testing campaign ideas and messaging with the right audience segments before launch, you’ll then be able to link campaign exposure to shopper behavior and sentiment to ensure relevance, engagement, and conversion.
How can I perfect the shopper path to purchase?
Consumer panel research will help you map the full shopper journey from awareness to purchase. YouGov will help you identify barriers, decision points, and channel preferences to create seamless, high-converting customer experiences across touchpoints.
How can I improve my innovation and launch strategies with consumer panel surveys?
Validate new product concepts with real shoppers and understand unmet needs before investing. YouGov’s shopper intelligence reveals what drives trial and adoption so you can launch with confidence and impact.
Trust YouGov’s shopper intelligence research
Address market challenges and identify growth opportunities to boost market penetration. YouGov’s intelligence on consumer shopping preferences and accurate consumer testing panels generate insights that lead to better decisions for your business.
