The Canadian consumer is moving quickly. To keep pace, Canadian brands and retailers must fast-forward their consumer understanding. Numerator Canada’s third annual Single Source Summit focused on how Canadian business leaders can do just that, leveraging trusted data, verified buyer research, and innovative technology to turn insights into action faster than ever before.
Throughout the afternoon, speakers shared data-driven perspectives on the economic reality facing Canadian consumers, the growing role of insights in generating demand, and how brands can accelerate decision-making without sacrificing confidence.
Numerator Canada’s General Manager, Sean Martin, opened the Single Source Summit: Fast Forward with a focus on the importance of basing growth strategies on accurate and high-quality data and research. Numerator is innovating to meet this need: this year, we will tackle uniquely Canadian business needs as we continue to unlock deep consumer understanding, skyrocket visibility into emerging brands, categories, and retailers, and ensure insights drive every decision, presentation or sell-in story.
Let’s look back at the speakers and standout presentations from the 2026 Single Source Summit:
- Sean Martin (Numerator) acknowledged that Canadian business leaders are facing significant uncertainty and headwinds, requiring them to prove their brand’s value to Canadian consumers, and explained how brands and retailers can identify the right answers and actions by understanding Canadian consumers on a de-averaged level.
- Dan Bandurka (Webber Naturals), Julie-Anne Doughterty (Irving Consumer Products & Cavendish Farms), and Scott McCreary (Corby Wine & Spirits) joined Becca Hohe (Numerator) to discuss the growing role of insights in generating demand. Storytelling and perspective will be increasingly important for insights leaders, who must ground their strategies in a deep understanding of their consumers and their behaviour, not standard assumptions or existing biases.
- Chloe Dong (Yoplait Liberté) and Nawel Cherhabil (Numerator) explored how Yoplait Liberté leverages Numerator’s Verified Voices DIY survey platform to deliver smart, strategic research that guides decision-making, with a focus on three use cases: flavour-testing leveraging a Max Diff advanced methodology available directly in the Verified Voices platform, lapsed, repeat, new surveys, and TURF analysis.
- Brian Ettkin (Numerator) delivered a fresh look at the state of the Canadian consumer. Compared to the United States, consumer spend in Canada is increasingly fueled by less affluent consumers, forcing brands and retailers to compete for an increasingly small share of discretionary spend. Canadian consumers understand the connection between the global conflict and their household’s financial well-being, but geopolitics aside, most are focused on the immediate pressures driven by rising prices.
- Brian Redmond (Chief Product Officer at Numerator) provided an exclusive look at Numerator’s Canadian product roadmap, emphasizing a continued focus on speed and trust as we continue to innovate to compress the time from question to insight to action.
For more information on how you can fast-forward your own Canadian consumer understanding, reach out to your Numerator representative or contact us today.
