FMCG's Secret Weapon: IRI Shopper Panel Turns 15

IRI Shopper Panel Turns 15, Giving The Australian Food And Grocery Sector The Most In-depth Insight Into The Behaviours And Perceptions Of Australian Shoppers

Sydney, Australia – 14 November 2019 – Paul Hinds, Managing Director, Asia Pacific, IRI®, a global leader in innovative solutions and services for consumer, retail and media companies, today announced the IRI Shopper Panel has turned 15 years of age.  Considered Australia’s most trusted source of shopper insights, the IRI Shopper Panel is viewed by many as the food and grocery sector’s secret weapon in understanding and predicting the behaviours and perceptions of Australian shoppers.

Paul Hinds, Managing Director Asia Pacific, for IRI, said: “15 years ago, we established the Shopper Panel, and invited Australian households to join the panel to provide feedback on their shopping activities.   

“Today some of these members are still with us, working with us to help retailers and manufacturers to deliver Australian shoppers the most relevant, meaningful, cost effective and innovative food and grocery products in the world.   As a result, the IRI Shopper Panel has evolved into a powerful insight tool for the industry.”

Consisting of over 13,000 households across the country, the IRI Shopper Panel is the largest of its kind in Australia.   

Paul Hinds added:  “There is no doubt our shopper panel provides the most extensive and detailed view into the behaviour and perceptions of shoppers across the country.   It reflects the diversity of modern Australia, is completely representative of the population, and captures their shopping activities across omnichannel retail.

“It doesn’t matter where our shoppers are or what type of purchases they are making, the IRI Shopper Panel is capturing the data and translating it into valuable insights using our Scan n Go’ app.   Our panelists have been using this app to record their purchases since 2015 and we are proud to say that it is the industry’s most advanced method of data collection in Australia.

“Our panel members also participate in surveys and other shopping feedback activities.   This enables us to understand the motivations and decisions behind the purchase, the why behind the buy.”

Data is uploaded real time to IRI by panel members and while individual shoppers are not identified, their purchasing activities and demographic and family make up information are. 

Hinds said:  “Our IRI Shopper Panel data tells us the most remarkable level of detail about shopper behaviour.  We are able to interrogate the data to deliver unprecedented in-depth insights across all categories, products, channels, locations and shoppers.   We can see how shoppers are choosing to spend, and track the performance at different retail outlets with optimum precision. 

“With this data we inform our retail and manufacturing clients and assist them to deliver products and tailor campaigns that meet the current and emerging needs of the market, as well as address gaps and opportunities. 

“Understanding shopper behaviour and activity across the country isn’t just about knowing what people are buying when in store, it is also about understanding what factors and issues are influencing buying behaviour before they walk into a store or shop online.   Having the data from both sides of the shopper model, instore scan data and IRI Shopper Panel data - is where the data conversion to insights magic happens.   This is where the real deep dive insights are created and this is the information that enables manufacturers and retailers to remain relevant to the shopper and drive growth.

“We are very proud of the IRI Shopper Panel and its role in shaping and driving the Australian food and grocery sector.   It really is a pioneer of the industry, providing an unique lens into the shopping baskets, needs and motivations of Australian consumers."

About IRI
IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC health care organisations, retailers, financial services and media companies grow their businesses.  A confluence of major external events — a change in consumer buying habits, big data coming into its own, advanced analytics and personalised consumer activation — is leading to a seismic shift in drivers of success in all industries. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand, cloud-based technology platform, IRI is empowering the personalisation revolution, helping to guide its more than 5,000 clients around the world in their quests to remain relentlessly relevant, capture market share, connect with consumers, collaborate with key constituents and deliver market-leading growth.   Across the Asia Pacific region, IRI leads the industry in the delivery of state of the art solutions, market engagement and growth expertise and the execution of targeted, relevant, timely and outcome driven campaigns.  For more information, visit

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