Research methodology
We are committed to openly sharing the details of our research process—from assumptions to data sources—so you have full visibility of how results are built and confidence using our data.
Human expertise behind every insight
Our people sit at the core of our research approach. From industry experts and subject specialists to in-country analysts embedded in local markets, their expertise guides the research process and brings the judgement, context and critical thinking needed to turn information into actionable intelligence.
We don’t simply gather data—we organise, interrogate, challenge, refine and interpret it, using transparent, consistent methods across categories and countries. By combining the knowledge and scrutiny of our experts with the speed and scale of AI, we turn vast, complex information into unique insights you can trust.
The expertise of our industry and subject-matter specialists is integral at every stage of the research process, guiding everything from the bottom-up collection of foundational data using AI to the top-down strategic analysis of global trends and hot topics.
Our specialist expertise is strengthened by the local knowledge of our global network of in- country analysts, who bring cultural awareness, fluency in local languages and direct connections to the best native sources and experts. By building trusted relationships, asking the right questions and interpreting local signals they validate data and deliver unique insights shaped by a genuine human understanding of market conditions and category trends.
We use a mixed methodology approach to gather data, using the best combinations for the task in hand. Our trusted sources include big datasets like e-receipts and web-scraped SKU-level product data; public domain data from trade, government and company sources; primary research such as store audits, local trade interviews and surveys; and client data partnerships.
Our continuous, always-on approach ensures our databank is current, allowing our analysts to base their insights on the most up to date, comprehensive data available—no static or stale datasets. The proprietary data we build is our starting point for all new projects.
Our research is structured around a unified taxonomy, refined over 50 years, which brings order and comparability to vast, complex datasets from disparate sources. This clear framework makes data comparisons across markets, categories and time series easy.
Rigorous data validation—both automated and human—ensures accuracy, consistency and reliability at every stage.
Although our research methods differ depending on the data being collected, we are committed to openly sharing the details of our research process—from assumptions to data sources—so you have full visibility into how we arrive at results and full confidence in using our data.
The exchange of information isn’t one way; it is a virtuous cycle of continuous improvement. Our data and methods have been challenged and validated by clients over decades. We invite input and data from clients throughout the process, from initial project scoping and data gathering to final validation, ensuring outputs reflect client priorities, address concerns/feedback and deliver maximum relevance.
Markets don’t stand still—and neither do our models. We use advanced analytics, machine learning and scenario planning to build and refine forecasts that adapt to market shifts, whether they are driven by macroeconomic shocks, regulatory changes or emerging trends.
Our approach is iterative, stress-tested and always evolving, combining hard data with the expert judgment of our people. The result is forward-looking, resilient forecasts that help you test different ‘what if’ scenarios, navigating uncertainty and unlocking new growth opportunities.
Our research process doesn’t end with data delivery. We contextualise and communicate the “why” and “what’s next”, so you can move from information to impact.
You have the global market intelligence and unique local perspectives you need to make high-stakes decisions with confidence, turning insights into real-world results.
Myth-odologies
"How many people did you speak to?" is one of the most common questions we hear. In this video, our research director explains why the quality of research depends on more than sample size alone. You'll discover how we identify the most knowledgeable industry sources, why a few right conversations beat a thousand wrong ones and why local analysts play a critical role in uncovering the insights that broad surveys can miss.
"Where does your data come from?" is a question we hear a lot. In this video, our research director explains how we build market estimates from multiple independent sources rather than relying on a single dataset. You'll hear why we sometimes purchase specialist datasets in difficult to measure markets and how we estimate demand in areas that aren't captured by conventional data sources - including informal channels and illicit trade. AI, machine learning and data science help us gather, standardise and validate millions of data points, creating a stronger foundation for expert analysis and market insight.
"How do you know a market comparison is really comparing like with like?" In this video, our research director explains how our proprietary taxonomy helps ensure consistency across categories, channels and markets. You'll discover why this unique framework is critical for accurate benchmarking, reliable international comparisons and identifying opportunities that might otherwise remain hidden.
"How accurate is this data?" is a question every research provider should be prepared to discuss. In this video, our research director explain why no dataset is ever 100% perfect, how we validate our research and what happens when client figures differ from our own. You'll learn why transparency about confidence levels is often more valuable than claims of absolute precision.
"How do you forecast the future?" is one of the most common questions we hear from clients. In this video, our research director explains how forecasts are developed, validated and refined to support business decision-making. You'll hear how we combine data analytics and modelling with market expertise to create a defensible baseline for planning, while providing the flexibility to explore future scenarios.
"I've got loads of data—but what does it actually mean?" In this video, our research director explains why data is only the starting point. You'll see how industry expertise and market context help uncover what's driving change, separate meaningful trends from short-term noise and translate data into actionable business decisions.
"Why do I need research when AI can answer almost any question?" It's one of the most common questions in today's market. In this video, our research director explains where AI adds value, where human expertise remains essential and why proprietary data, local knowledge and expert judgement continue to play a critical role in producing trusted insights.
