When using market research tools like Numerator to compare digital shopping and in-store shopping behaviors, businesses often assume that the two channels can be easily contrasted on the same dimensions: basket size, trip purpose, product mix, or promotion response. However, these comparisons are rarely one-to-one. Each shopping channel comes with different consumer expectations, motivations, and behaviors that shape not just what gets purchased — but why and how.

Different Mindsets, Different Data

Shopping in-store can be an immersive, tactile experience. Consumers may enter a store intending to buy one item and end up making multiple unplanned purchases. Conversely, digital shopping is often more structured. Online shoppers typically search for specific items, compare prices quickly, and take advantage of filters or promotions that are more personalized. These different mindsets yield vastly different types of basket data and trip behaviors, even when examining the same shopper across platforms.

For example:

• Impulse buying: In-store purchases may be influenced by product placement and visuals (end caps, signage, etc.), while digital impulse buys often rely on algorithms or pop-ups.
• Trip types: An “emergency stock-up” trip might look entirely different online versus in-store — both in speed and product mix.

The Data Isn’t Always Apples to Apples

Numerator collects panel-based data through receipts and digital tracking. While robust, the consistency of this data depends on how consumers report their purchases, and online vs in-store tracking may vary by panelist activity. For example, digital receipts are easier to log automatically, while in-store receipts may be more prone to gaps if not scanned promptly by the shopper.

This introduces subtle discrepancies that can skew your analysis if you're not accounting for them. Without adjusting for these channel differences, businesses may make unclear or even risky decisions based on parallel but fundamentally mismatched data.

Interpretation Matters

The data from Numerator is only as good as the lens through which it’s viewed. Do you know what constitutes an impulse item by category? Have you accounted for differences in browsing behavior and purchase barriers? An experienced consumer insights expert can identify these blind spots, ensuring the data reflects reality — not just assumptions.

That’s where working with seasoned professionals, like those in SIVO’s On Demand Talent network, becomes valuable. These experts not only understand shopper behavior, but also how to apply platform-specific knowledge to extract more actionable insight from DIY tools like Numerator. In other words, they bridge the gap between what the tool reports — and what your business truly needs to know.

Numerator is a powerful DIY consumer research tool, but like any platform, it's only as effective as the person interpreting the output. Insights and brand teams often run into key challenges when trying to compare data across in-store and digital channels using Numerator. These issues can cloud interpretations and stall sound decision-making – especially when visibility into shopper behavior needs to be fast, agile, and accurate.

1. Incomplete Basket Composition Insights

Basket analysis is one of the most common applications of Numerator, but comparing the composition of in-store vs. online baskets requires finesse. For example, a trip to a grocery store might result in several unplanned add-ons due to end-of-aisle displays, while an online trip tends to focus on pre-planned items.

Without context, you may interpret smaller average baskets online as a sign of lower loyalty or engagement – when in fact, it's a reflection of efficiency, not value. Similarly, missing receipt data or smaller digital panel sizes can skew interpretations of what's typical in one channel vs another.

2. Misclassifying Trip Types

Trip type classification in Numerator relies heavily on algorithms and shopper inputs. But trip motivations and behaviors are fluid. A quick-run store trip for one shopper might equate to an auto-shipped replenishment order for another. Without expert oversight, your classification logic may lump trips together that don’t actually share behavioral similarities.

This can distort insights into channel loyalty, brand switching, and even pricing impact – which can derail everything from promotion strategy to omni-channel messaging.

3. Measuring Impulse Buying Without Context

Numerator allows for exploration of impulse behaviors, but interpreting those across in-store and online has its limits. While in-store behaviors are often driven by physical stimuli, digital impulse buys are hidden in clicks and scroll paths, not always visible in final receipt data. If your analysis lacks behavioral cues, it's easy to underreport impulse rates online – or overestimate the role of digital ads.

4. Limited Promotion Analysis Across Channels

Another key issue is understanding how shoppers respond to promotions in different retail environments. Promotions in physical stores usually rely on shelf signage or endcap visibility. Online, they're algorithm-driven and tied to behaviors or search queries. Numerator tracks promo responsiveness, but may not capture which type of promotion triggered the conversion, especially across hybrid trips (BOPIS, curbside, etc.).

This disconnect can result in misattributed promotional ROI or flawed cross-channel comparisons.

5. Teams Lacking Time or Expertise

DIY research tools offer flexibility, but not interpretation. Many teams simply don’t have the in-house capacity or nuanced expertise to regularly do deep-dive analyses – or make platform data consistent across various business questions.

That's where SIVO’s On Demand Talent can help. Our seasoned experts bring the knowledge to translate complex shopper data into clear, business-aligned takeaways. They can help structure better trip type segmentation, refine basket analysis across channels, and guide your team in making better use of existing tools like Numerator – all without lengthy hiring cycles or full-time headcount expansion.

With On Demand Talent, your team can:

• Fill skill gaps quickly and flexibly
• Improve data interpretation and reduce risk of misaligned channel strategies
• Build internal capabilities long-term without sacrificing speed-to-insight

Navigating Numerator’s data doesn’t have to be overwhelming. With the right expertise in your corner, you can unlock more strategic value – and make sure your insights are ready for action.

Key Shopper Metrics That Differ Across Channels

When analyzing shopper behavior in in-store shopping vs. digital shopping using tools like Numerator, it's essential to recognize that shopper intent and actions vary greatly between channels. While Numerator provides valuable omni-channel insights, the interpretation of those insights isn't always straightforward—particularly when it comes to evaluating differences in key indicators like basket composition, trip types, and promotional responsiveness.

Basket Composition and Size

Basket composition often looks drastically different depending on the shopping environment. In physical stores, customers are more prone to impulse buys, browsing non-essentials, and adding unplanned items to carts. Digital carts, on the other hand, often reflect more intentional, pre-planned behavior driven by search and convenience. When using Numerator for basket analysis, failing to account for this difference may lead to misleading conclusions about product affinity or basket size trends.

Impulse Buying Behavior

Numerator captures impulse purchases through post-trip surveys and receipts, but the context of those impulses depends on channel. Impulse behavior is far more common in-store—especially in high-traffic areas like endcaps or checkout lanes—whereas online shoppers may be influenced more by algorithm-driven recommendations or promotions. Understanding how each experience triggers impulses requires careful filtering and segmenting of the data.

Promo Responsiveness

Shoppers interact with promotions differently depending on the channel. A “Buy One Get One” in-store may lead to high conversion due to the visual, immediate incentive. Online, however, banners or pop-ups might go unnoticed—or be skipped entirely for usability reasons. Numerator’s promotion analysis data needs to be sliced by channel and cross-referenced with purchase outcomes to avoid overestimating digital promo success based on impressions alone.

Trip Types and Frequency

Another common difference lies in trip types. In-store trips vary greatly—stock-up, quick fill-ins, discovery missions—whereas digital trips are often quicker, focused on refills or one-off buys. Without accounting for these nuances, you might assume digital trips are underperforming simply because they look smaller or shorter in duration. In fact, they're often serving a different purpose altogether.

Key Takeaway

While Numerator enables powerful channel comparisons, interpreting the data through a one-size-fits-all lens can undercut your shopper insights. To compare how shopper behavior differs across channels, you need a layer of expert interpretation to segment correctly, adjust for context, and ensure accuracy in your decision-making.

How Expert Researchers Help You Get More from DIY Tools Like Numerator

DIY research tools like Numerator have opened new possibilities for insights teams—especially those with limited budgets or lean staffing. But while self-serve platforms make accessing data easier, getting to meaningful, actionable shopper insights still demands careful methodology, critical thinking, and deep experience.

This is where expert researchers play a pivotal role. They bridge the gap between raw data and impactful strategy by helping teams avoid common missteps, like misclassifying trip types or misunderstanding behavioral trends between in-store shopping and digital shopping.

Better Interpretation of Complex Metrics

Experts know how to go beyond surface-level metrics. For instance, they’ll dig into why basket size may be shrinking online while increasing in-store—not just saying it’s happening. They’ll interpret basket composition analysis or impulse buying trends with the right context, like seasonality, promotions, or demographic nuances.

Smarter Data Segmentation

DIY tools often provide endless ways to filter data—but determining which filters matter most is where expertise comes in. A skilled insights professional can segment data by trip purpose, promotion exposure, or buying mission and explain what those differences really mean across channels. This turns an overwhelming dataset into a concise, focused story your stakeholders can act on.

Ensuring Research Stays on Objective

When teams are using a new platform like Numerator, it’s easy to fall into the trap of “analysis for analysis’ sake.” Expert researchers ensure each data pull and hypothesis ties back to the core business question. Whether you’re exploring digital basket growth or evaluating promotion effectiveness in retail insight tools, they’ll keep your work aligned with real business decisions.

Avoiding Misinterpretation of DIY Data

Perhaps most importantly, professionals help avoid costly assumptions. For example, misreading high digital promo click rates as conversion when actual sales are flat. Or assuming shopper loyalty has declined based on fewer in-store trips—without realizing those shoppers shifted to an online auto-ship program.

Built for Modern Research Teams

As the need for nimble, tech-enabled market research grows, so does the value of experience. Partnering with professionals—especially those from SIVO’s On Demand Talent network—ensures you're not just using Numerator effectively, but translating data into decisions confidently.

When to Bring in On Demand Talent to Maximize Impact

It’s not uncommon for insights teams to feel stretched when trying to make the most of advanced tools like Numerator. Between juggling project timelines, evolving research goals, and the pressure to deliver fast, strategic recommendations—sometimes you need a little extra support. That’s where SIVO’s On Demand Talent becomes a powerful asset.

Situations Where Flexible Talent Makes the Difference

You don’t have to wait until your team is overwhelmed to bring in expert help. Consider tapping into On Demand Talent when:

• Your team is learning a new DIY platform: Our experts can help ramp up your team’s knowledge and guide the development of foundational dashboards, queries, and custom metrics to ensure you're asking the right questions from the start.
• A high-profile business question needs fast answers: Whether you're preparing for a leadership meeting or responding to a competitive shift, On Demand professionals can gather the data, interpret findings, and provide presentations that drive decisions—without cutting corners.
• You need deeper analysis of complex shopper behavior: From advanced Numerator trip type analysis to interpreting subtle digital vs in-store shopping behaviors, our talent brings a strategic mindset and decades of CPG or retail experience into the fold.
• You’re struggling to connect data to business outcomes: Even with great dashboards, insights don’t matter if they aren’t actionable. Our professionals translate data into stories that resonate with stakeholders and shape strategy.

Why On Demand Talent Beats Alternative Solutions

Unlike general consultants or freelance hires, SIVO’s On Demand Talent network is made up exclusively of vetted, seasoned consumer insights experts. They’re ready to hit the ground running—no training needed—and are embedded seamlessly into your team for however long they’re needed. That flexibility combined with high-caliber expertise delivers strong ROI without long-term hiring commitments.

Here’s the advantage:

• Faster ramp-up than full-time hires
• Stronger outcomes than freelancers with generic analytics backgrounds
• The right research approach without the scope (or cost) of a full agency engagement

From small startups managing DIY research for the first time, to global brands scaling internal capabilities, On Demand Talent helps teams stay productive, focused, and strategic.