The future of Canadian insights took center stage at Numerator Canada’s second annual Single Source Summit, which was all about what’s next—next generation Canadian consumer behaviour, the next generation of growth strategies for Canadian brands and retailers, and the next generation of Canadian insights and market research leaders, who joined the Numerator team at the Summit. At Numerator, we’re focused on what consumers say and what they do—a powerful combination that delivers the most nuanced and actionable understanding of today’s Canadian consumer.
Numerator Canada’s General Manager, Sean Martin, opened the Single Source Summit: Next Gen with a focus on unlocking deep consumer understanding as the strongest way forward for Canadian brands and retailers in turbulent times. Numerator’s high-quality data underlies this thesis: by understanding Canadian consumers beyond average assumptions, Canadian business owners can identify opportunities for growth with the consumer groups that matter most.
Let’s look back at the speakers and standout presentations from the 2025 Single Source Summit:
- Sean Martin (Numerator) recapped Numerator’s technology-driven growth over the past five years since the launch of our Canadian consumer panel and previewed our latest focus for disruption: the inefficient and outdated market research industry.
- Dr. Samsun Knight (University of Toronto) gave a first look at his ongoing research leveraging Numerator data on the consumer response to the US’s 2025 tariffs on Canadian goods, showing that ‘Prepared in Canada’ products have seen a sustained increase above historical norms throughout May at Loblaws and among Ontario shoppers at Walmart, while Canadian consumers appear to have pulled back on alcohol, driven by a decline in purchases of US brands, in anticipation of hard times to come.
- Janice Lee (Clorox), Kalpesh Lad (Kenvue), Oscar Nyemb (Red Bull), Mandy Siu (Riverside) joined Becca Hohe (Numerator) to discuss the state of Canadian consumer insights, exploring the importance of consumer insights as a leading indicator, the value of meeting customer needs to identify growth opportunities, the growing role AI will play in the Canadian consumer insights industry, and more pressing topics.
- Steve Kramer (Numerator) refocused the Summit on the evolving research landscape—across quality changes, resource constraints, and the rise of GPT agents—and provided a demonstration of Numerator’s fast, intuitive, and flexible Verified Voices survey solution, which safeguards against fraudulent & AI-driven responses and protects the user experience by only qualifying real, verified buyers.
For more information on what the future holds for the next generation of Canadian consumers, products, insights, and more, reach out to your Numerator representative or contact us today.
