Syndicated research grounded in thousands of fresh interviews every month.
3 live programs: Affordability, AI Adoption and Health Perceptions
EditorialAffordability & Household Spending Tracker
How real households absorb price pressure: what they cut, switch, buy used, or protect, and why. Tracked every fortnight.
- Audience
- Primary household shoppers, 25–65
- Cadence
- Fortnightly
- Interview length
- 20 min
- Interviews / wave
- ~360
- Markets
- 6 markets
Fresh from the field
Latest: Wave 6 · Jul 23–Aug 5, 2026. Every wave is comparable to the last, and subscribers see new waves first.
Example corpus question
“What are households cutting first as prices bite?”
Key insights
One insight per wave is free to read. The rest ship with the subscription.
The very unconfident household has detached
91%of very unconfident households say bills exceed their budget
Households seek proof before choosing cheaper options
Reviews and ratings now lead the reassurance list before a trade-down: people check the evidence, then switch.
Cheaper brands become households' first saving move
Switching to a cheaper brand or tier now outranks cancelling a purchase as the way households save.
Store-brand switching pulls back after its summer rise
Accounts of switching from familiar brands to store brands have eased since the summer peak.
Reports
The current wave, plus topical cuts and market deep-dives. Every report ships with the subscription as it lands.
EditorialAffordability · Wave 6 · Aug 2026
Banking the Relief, Not the Brands
EditorialAffordability + AI shopping · Waves 1–7 · Aug 2026
AI Is the Trading-Down Engine
EditorialAffordability · Aug 2026
Inside the 91%: The Very Unconfident Household
EditorialAffordability + Health · Waves 1–7 · Aug 2026
The Empties Economy: Premium Beauty's 37-43 Walkout
EditorialAffordability · Aug 2026
Postponed, Not Lost: The Durables Deferral Ledger
EditorialAll three programs · Waves 1–7 · Aug 2026
The Proof Economy
From the interviews
Real participants, real stories: clips playing in place.
Radical sample transparency
Who we actually talk to, published every wave. No black boxes: the sample design is public before you spend a dollar.
2,160
interviews to date
360
interviews per wave
6
waves completed
May 2026
in field since
Age distribution, % of sample
- 18–24
- 12%
- 25–34
- 24%
- 35–44
- 23%
- 45–54
- 19%
- 55–64
- 14%
- 65+
- 8%
Market distribution, % of sample
- US
- 25%
- UK
- 20%
- DE
- 18%
- FR
- 15%
- NL
- 12%
- BE
- 10%
Published quotas
- ~360 completed interviews per wave · minimum 40 per market
- 50/50 urban–suburban/rural split
- Household income quotas per national census bands
- Min. 60% primary grocery decision-makers
The standing layer under everything you run.
Sample the live insights, follow the trendlines, and see exactly who's in the sample. Then subscribe to the programs your category can't afford to guess about.