Skip to Main Content
What are new and innovative ways for CPG companies to gather consumer data?
business retail sales store management consumer insight innovation data warehousing online research collection cpg consumer research data gathering
top 50%
8 months ago
Small pic 00jtlsvoaf3y2jcbj7yoqjo 3..1569470646

Understanding consumers is a priority for CPG brands who want to develop the best products and services to meet consumer needs.  However, with greater privacy concerns and data regulations, consumers are justifiably wary of sharing their data without a true benefit for them in exchange.  

CPG brands have been challenged with thinking of new ways of collecting consumer data in both online (e.g e-commerce, social media, brand websites) and offline channels (e.g brand events and retail stores), in order to use them to innovate more compelling consumer propositions.

Some examples of how CPG companies are using consumer data to innovate include:

  • Partnered loyalty schemes with affiliates (e.g Partnership with UberEats)
  • Offline retail sensors to track consumer location/proximity
  • Wearable devices to understand biometric data and activity of consumers
  • Smart devices to track product replenishment and usage (ex. a physical button that can auto-purchase a certain product when a consumer runs out)

Can you think of a new way to collect consumer data that will give CPG companies the information they need to improve products and services, but at the same time, deliver real benefits to consumers? 

  1. Explain your idea in terms of who the consumer is and what type of data will be gathered.
  2. How will the data be gathered? 
  3. How can the CPG brand use the data that is gathered?
  4. What is the reward/benefit for the consumers sharing their data?
  5. List 1-2 CPG brands that are currently doing a good job of collecting and rewarding for consumer data. How do they do it?

NOTE* Remember, we are looking for NEW ideas that are not currently being used in the marketplace. We encourage you to do a little research before submitting to ensure a CPG company has not already implemented your proposed idea.

    Submissions will be graded on the following criteria:
  • Meets Deliverables
  • Creativity
  • Feasibility
Reward Tiers
Top 10%
will share $500
Next 15%
will share $200
Next 25%
will share $100
Actual individual rewards will be based on the total number of eligible solutions.
$71.40 J
$71.40 Square pic 60 matthew gaiser calgary bow headshot  1 Queen's University
$71.40 S ESSEC Business School
$71.40 N Manipal University
$71.40 F University of Miami
$71.40 Square pic 60 20200111 170340 Unicesumar
$71.40 Square pic 60 eddy Ibero American
$20.00 M
$20.00 C
$20.00 T University of Vermont
$20.00 A Bangalore Institute of technology
$20.00 S XLRI Jamshedpur
$20.00 Square pic 60 img20190108124848 Manipal University
$20.00 Square pic 60 dog and cat cuddling cropped Mumbai
$20.00 Picture?width=160 CEFET-MG
$20.00 P
$20.00 Square pic 60 lontongs2 Syiah Kuala University
$5.60 F
$5.60 Square pic 60 michal mozolewski kasia2vipfinr850 university of allahabad
$5.60 Square pic 60 img 20201117 123037 384 Abdul Kalam Technical University, Lucknow
$5.60 Square pic 60 photo University of Nairobi
$5.60 Square pic 60 38197 McGill University
$5.60 B
$5.60 Y
$5.60 Picture?width=160
$5.60 B
$5.60 E
$5.60 S Drexel University
$5.60 S
$5.60 F
$5.60 R