CPG market research that sizes the prize before you invest.

CPG market research is research on a consumer packaged goods (CPG) category that measures its value, its buyers, how frequently they buy and where demand is growing. In research, CPG stands for consumer packaged goods, and brands and retailers use the research to decide where to invest before annual budgets are set. Nextyn builds CPG market research from shopper interviews, retail audits and interviews with category experts, distributors and retailers, and has researched retail and CPG categories in 85+ countries.

A Nextyn CPG market research study delivers three outputs: a sized category view by region and channel, penetration and frequency for each shopper group, and a growth roadmap ranked by size of prize. Each output comes from primary research with shoppers and the trade, not desk research:

• Sized category view: category value and volume by region and channel
• Penetration and frequency: how many households buy and how frequently, for each shopper group
• Growth roadmap: the regions, channels and shopper groups to fund first, ranked by opportunity

Nextyn interviews the four groups that see category demand from different sides: shoppers, retailers and store managers, distributors and wholesalers, and category experts. Each study draws its sample from these groups, matched to the category, the channels and the markets in scope:

• Shoppers and households, through interviews, surveys and exit interviews at the store
• Retail buyers and store managers who see what sells
• Distributors and wholesalers who see volume move through the channel
• Senior industry figures and category experts who read the whole market

Nextyn runs CPG market research in the United States, Canada, Mexico and Brazil, among other markets, and the retail and CPG practice has researched categories in 85+ countries. Markets are agreed at scoping and follow the growth plan, so a single-country sizing and a 20-market comparison each get their own design. Recent Nextyn examples include a 20-market household-care study, an instant-noodle launch study in the United States and route-to-shelf research in Canada, Brazil and Mexico.

Nextyn recommends commissioning CPG market research before growth budgets are committed: ahead of annual planning, before a growth plan goes to the board, or when choosing which regions and channels to fund first. Nextyn sends a research plan within 48 hours of the brief, so scoping does not eat into the planning window. Research commissioned after budgets are set can only adjust a plan already in motion, so the regions that would have paid back stay underfunded for another year.

A Nextyn CPG market research project runs in four steps, from brief to read-out, and nothing is commissioned until the client approves the plan. The client sees the sample, method and price before any fieldwork, and reads every interview with the Nextyn team at the end.

1. Submit the brief: the category, the markets and the decision the research must settle.
2. Receive a plan within 48 hours: who Nextyn will interview, how, and what the work costs.
3. Approve the plan: fieldwork starts only after sign-off.
4. Review the read-out: every interview read together, showing where shoppers, retailers and experts agree, where they conflict and what is still open.

Nextyn sends a CPG market research plan within 48 hours of receiving the brief, stating who will be interviewed, how, and what the work costs. The plan sets the fieldwork length for the markets, channels and shopper groups in scope, so a one-country category sizing and a 20-market comparison each get their own timeline. Nothing is commissioned until the client approves the plan.

Nextyn's CPG market research sizes one client's category with new evidence from that category's own shoppers and trade, while a syndicated report describes a market the same way for every subscriber. The report gives a top-line size, and the research shows where demand sits and what is moving it for one plan.

A B2C market research company finds out how consumers choose, buy and use a product, so a brand can decide where to compete and how to price. For consumer packaged goods, Nextyn runs this as primary research with shoppers and households, through interviews, surveys and exit interviews at the store, read alongside interviews with the retailers and distributors who see what sells. The study is planned around the decision the brand has to make, such as a launch, a new region or a price change.

Yes. Alongside shoppers and households, Nextyn interviews the trade: retail buyers, store managers, distributors and wholesalers. These are the business audiences that decide ranging, shelf space and stock, so their view explains why a product does or does not reach the shopper. Shopper research and trade interviews are read together in one study, so the consumer answer and the channel answer point to the same decision.

Yes. One to one interviews are at the centre of every Nextyn CPG study, with shoppers, retail buyers, store managers, distributors and category experts. Interviews explain the reasons behind what a survey counts: why a shopper switched, why a retailer dropped a line or why a distributor holds less stock. They sit alongside surveys and exit interviews at the store, matched to the category, channels and markets in scope.

A consumer research agency usually runs a survey or a set of interviews to a brief, while a Nextyn CPG market research study starts from the decision and sizes the category it depends on. The study combines shopper and household research with trade interviews, and delivers a sized category view, penetration and frequency by shopper group, and a growth roadmap ranked by opportunity. You receive a research plan within 48 hours of the brief, and nothing is commissioned until you approve it.