{"version":"0.2.0","built_at":"2026-10-10T20:58:14.188Z","license":"CC BY 4.0 © Mike Reams","canonical":"https://catalog.mikereams.com","capability":{"id":"BC-1360","name":"Consumer Insights","level":1,"parent_id":null,"l1_id":"BC-1360","industry":"retail","macro_id":null,"path":["Consumer Insights"],"description":"Understand who shops with the retailer, what they buy together, why they choose or leave, and what they will want next, so merchandising, marketing and store decisions are made on shopper evidence rather than on instinct.","aliases":["Shopper Insights","Customer Analytics","Shopper Research","Consumer Intelligence"],"in_scope":["Shopper research, panels and in-store observation","A unified view of the customer and the segments built on it","Basket, transaction and loyalty-data analytics","Trend sensing and demand signals from outside the four walls"],"out_of_scope":["Market sizing, competitor and industry research in general (see BC-410)","Loyalty program design and customer experience measurement (see BC-460)","The enterprise data platform and governance (see BC-750)"],"csdm_note":"Lands as a retail Business Capability realized by customer data, analytics and research applications; the customer record it depends on is shared with marketing and loyalty, so ownership should be stated once.","status":"active","successor_id":null,"child_ids":["BC-1360.10","BC-1360.20","BC-1360.30","BC-1360.40"]},"crosswalk":{"realized_by":[],"used_in":[{"vs_id":"VS-110","vs":"Shelf-to-Basket","stage_id":"VS-110.10","stage":"Plan Assortment","order":1,"via":"BC-1360.30"},{"vs_id":"VS-110","vs":"Shelf-to-Basket","stage_id":"VS-110.80","stage":"Measure & Protect Margin","order":8,"via":"BC-1360.30"}],"patterns":[],"stacks":[],"books":[]},"ancestors":[],"children":[{"id":"BC-1360.10","name":"Shopper Research","level":2,"child_count":4},{"id":"BC-1360.20","name":"Customer Data & Segmentation","level":2,"child_count":4},{"id":"BC-1360.30","name":"Basket & Purchase Analytics","level":2,"child_count":4},{"id":"BC-1360.40","name":"Trend & Demand Sensing","level":2,"child_count":4}]}