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Category Data & Analytics

Consumer Insights (CI)

A core competency within EA’s larger category data and analytics discipline, we help our clients make choices that will resonate with their target consumer.


Led by a team of PhD neuroscientists, the CI team applies the most current thinking in neuropsychology and statistical analysis to develop robust models of the consumer need-state throughout CPG categories.


Our rigorous approach, informed by the most current academic thinking, builds upon the insights our clients derive from our full category testing and benchmarking services. Often, CI is a critical step in the innovation process, helping clients to make data-driven decisions in an area where clear visibility is at a premium.

Data Benchmarking

Over the past seven years, EA has tested dozens of CPG categories for purity and label accuracy. EA believes that the best way to understand the performance of a given brand is through benchmarking – comparing similar products and brands to one another. This allows for contextualization of results. This approach uncovers the true performance of leading brands – in many cases, contrary to popular wisdom or marketing hype, the largest brands are not also the cleanest or most accurate.

Here is our full list of category testing and benchmarking categories.  Let us help you identify your unique advantage!

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