Make Smarter Decisions with the Top CPG Market Research Company USA
Make Smarter Decisions with the Top CPG Market Research Company USA
In the USA’s consumer goods market, we work as a CPG market research company USA brands rely on, connecting shopper behaviour, category movement, price-pack decisions, retail execution, product performance, and CPG consumer insights to sharper market decisions.
In the USA’s consumer goods market, we work as a CPG market research company USA brands rely on, connecting shopper behaviour, category movement, price-pack decisions, retail execution, product performance, and CPG consumer insights to sharper market decisions.
In the USA’s consumer goods market, we work as a CPG market research company USA brands rely on, connecting shopper behaviour, category movement, price-pack decisions, retail execution, product performance, and CPG consumer insights to sharper market decisions.
Numbers speaking for themselves
25+
25+
25+
Years of research experience
700
700
700
Organisations supported
65
65
65
Markets covered
Markets covered
E2E
E2E
E2E
End-to-end delivery
Trusted by the Top CPG Brands Across the Globe
TRUSTED BY
TRUSTED BY INDUSTRY LEADERS
Decode What Consumers Are Really Choosing
Uncover what influences consumer decisions beyond the purchase moment, including price sensitivity, pack value, health cues, convenience, and brand trust. As switching becomes easier, research reveals what encourages trial, builds repeat, and keeps brand choice meaningful.
Find the Gaps Between Demand and Execution
Track where CPG performance drops between shopper demand and retail reality. From price-pack pressure to promotion fatigue and assortment gaps, retail performance research helps brands understand what affects visibility, choice, and shopper conversion.
Find the Gaps Between Demand and Execution
Track where CPG performance drops between shopper demand and retail reality. From price-pack pressure to promotion fatigue and assortment gaps, retail performance research helps brands understand what affects visibility, choice, and shopper conversion.
Turn Shopper Behaviour Into Category Growth
Follow the shopper journey from product discovery to comparison, purchase, usage, and repeat buying across everyday consumption occasions. By connecting shopper behaviour with product experience, value perception, and omnichannel consumer behavior, brands can see what strengthens conversion and what limits growth.
Our CPG Research Expertise
Driven by the Realities of Consumer-Packaged Goods Categories
Consumer Usage & Attitude
Product, Pack & Concept Testing
Price-Pack & Value Perception
Retail, Shelf & Trade Execution
Shopper Journey & Channel Strategy
Understand the Habits Behind Everyday Choice
Explore consumption occasions, need states, household routines, pack usage, and category involvement across consumer segments. U&A research reveals usage patterns, unmet needs, switching triggers, consumer attitudes, and drivers of buying frequency.
This covers how shoppers navigate your category, what they are weighing when they choose between options, which brand associations are working in your favour, and where the decision is being lost before a hand reaches the shelf.
U&A Studies
Consumer Segmentation
IDIs
Focus Groups
Ethnography
Product Usage Diaries
Consumer Journey Mapping
Every engagement follows a clear five-stage path, built to keep automotive research precise from the first brief to the final recommendation. The study's focus may change, but the standards of thinking, execution, and decision support remain consistent.
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2
3
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5
Category & Growth Brief
Category & Growth Brief
Frame the CPG Category, Brand Role, and Growth Question
Frame the CPG Category, Brand Role, and Growth Question
Consumer & Channel Design
Consumer & Channel Design
Define the Shopper, Usage Occasion, Channel, and Method
Define the Shopper, Usage Occasion, Channel, and Method
Fieldwork Across Markets
Fieldwork Across Markets
Capture Evidence From Homes, Stores, Shelves, and Digital Channels
Capture Evidence From Homes, Stores, Shelves, and Digital Channels
Shopper & Category Signals
Shopper & Category Signals
Link Needs, Behaviour, Price, Shelf, and Brand Choice
Link Needs, Behaviour, Price, Shelf, and Brand Choice
Commercial Decision Path
Commercial Decision Path
Turn Insights Into Clear CPG Actions for Growth
Turn Insights Into Clear CPG Actions for Growth
SUCCESS STORIES
Read how we made an impact
TESTIMONIALS
What Our Clients Say
“The brand had awareness, but store-level performance was not matching our expectations across global markets. Market Xcel ran the study with the structure and attention to detail we needed, helping us separate visibility issues from promotion and assortment gaps. It gave our sales and trade teams a clearer view of what was holding conversion back.”
Head of Shopper Insights, CPG Manufacturer
“We were finalising a new product launch, but there was still uncertainty around whether the pack and key claims would stand out in a crowded category. Market Xcel’s study made the consumer response much easier to act on, showing us what shoppers noticed first, which messages felt credible, and where confusion emerged. A few targeted changes made the product easier to understand and gave the team greater confidence going into launch.”
Marketing Director, Global CPG Brand
“We had enough category data, but not enough understanding of what was driving the shift. They brought usage occasions, channel behaviour, price sensitivity, and switching patterns together in a way that made sense internally. It helped us move from different opinions to a more focused growth plan.”
VP, Category Strategy, Consumer Goods Company
“The brand had awareness, but store-level performance was not matching our expectations across global markets. Market Xcel ran the study with the structure and attention to detail we needed, helping us separate visibility issues from promotion and assortment gaps. It gave our sales and trade teams a clearer view of what was holding conversion back.”
Head of Shopper Insights, CPG Manufacturer
“We were finalising a new product launch, but there was still uncertainty around whether the pack and key claims would stand out in a crowded category. Market Xcel’s study made the consumer response much easier to act on, showing us what shoppers noticed first, which messages felt credible, and where confusion emerged. A few targeted changes made the product easier to understand and gave the team greater confidence going into launch.”
Marketing Director, Global CPG Brand
“We had enough category data, but not enough understanding of what was driving the shift. They brought usage occasions, channel behaviour, price sensitivity, and switching patterns together in a way that made sense internally. It helped us move from different opinions to a more focused growth plan.”
VP, Category Strategy, Consumer Goods Company
“The brand had awareness, but store-level performance was not matching our expectations across global markets. Market Xcel ran the study with the structure and attention to detail we needed, helping us separate visibility issues from promotion and assortment gaps. It gave our sales and trade teams a clearer view of what was holding conversion back.”
Head of Shopper Insights, CPG Manufacturer
“We were finalising a new product launch, but there was still uncertainty around whether the pack and key claims would stand out in a crowded category. Market Xcel’s study made the consumer response much easier to act on, showing us what shoppers noticed first, which messages felt credible, and where confusion emerged. A few targeted changes made the product easier to understand and gave the team greater confidence going into launch.”
Marketing Director, Global CPG Brand
“We had enough category data, but not enough understanding of what was driving the shift. They brought usage occasions, channel behaviour, price sensitivity, and switching patterns together in a way that made sense internally. It helped us move from different opinions to a more focused growth plan.”
VP, Category Strategy, Consumer Goods Company
“The brand had awareness, but store-level performance was not matching our expectations across global markets. Market Xcel ran the study with the structure and attention to detail we needed, helping us separate visibility issues from promotion and assortment gaps. It gave our sales and trade teams a clearer view of what was holding conversion back.”
Head of Shopper Insights, CPG Manufacturer
“We were finalising a new product launch, but there was still uncertainty around whether the pack and key claims would stand out in a crowded category. Market Xcel’s study made the consumer response much easier to act on, showing us what shoppers noticed first, which messages felt credible, and where confusion emerged. A few targeted changes made the product easier to understand and gave the team greater confidence going into launch.”
Marketing Director, Global CPG Brand
“We had enough category data, but not enough understanding of what was driving the shift. They brought usage occasions, channel behaviour, price sensitivity, and switching patterns together in a way that made sense internally. It helped us move from different opinions to a more focused growth plan.”
VP, Category Strategy, Consumer Goods Company
“The brand had awareness, but store-level performance was not matching our expectations across global markets. Market Xcel ran the study with the structure and attention to detail we needed, helping us separate visibility issues from promotion and assortment gaps. It gave our sales and trade teams a clearer view of what was holding conversion back.”
Head of Shopper Insights, CPG Manufacturer
“We were finalising a new product launch, but there was still uncertainty around whether the pack and key claims would stand out in a crowded category. Market Xcel’s study made the consumer response much easier to act on, showing us what shoppers noticed first, which messages felt credible, and where confusion emerged. A few targeted changes made the product easier to understand and gave the team greater confidence going into launch.”
Marketing Director, Global CPG Brand
“We had enough category data, but not enough understanding of what was driving the shift. They brought usage occasions, channel behaviour, price sensitivity, and switching patterns together in a way that made sense internally. It helped us move from different opinions to a more focused growth plan.”
VP, Category Strategy, Consumer Goods Company
“The brand had awareness, but store-level performance was not matching our expectations across global markets. Market Xcel ran the study with the structure and attention to detail we needed, helping us separate visibility issues from promotion and assortment gaps. It gave our sales and trade teams a clearer view of what was holding conversion back.”
Head of Shopper Insights, CPG Manufacturer
“We were finalising a new product launch, but there was still uncertainty around whether the pack and key claims would stand out in a crowded category. Market Xcel’s study made the consumer response much easier to act on, showing us what shoppers noticed first, which messages felt credible, and where confusion emerged. A few targeted changes made the product easier to understand and gave the team greater confidence going into launch.”
Marketing Director, Global CPG Brand
“We had enough category data, but not enough understanding of what was driving the shift. They brought usage occasions, channel behaviour, price sensitivity, and switching patterns together in a way that made sense internally. It helped us move from different opinions to a more focused growth plan.”
VP, Category Strategy, Consumer Goods Company
“The brand had awareness, but store-level performance was not matching our expectations across global markets. Market Xcel ran the study with the structure and attention to detail we needed, helping us separate visibility issues from promotion and assortment gaps. It gave our sales and trade teams a clearer view of what was holding conversion back.”
Head of Shopper Insights, CPG Manufacturer
“We were finalising a new product launch, but there was still uncertainty around whether the pack and key claims would stand out in a crowded category. Market Xcel’s study made the consumer response much easier to act on, showing us what shoppers noticed first, which messages felt credible, and where confusion emerged. A few targeted changes made the product easier to understand and gave the team greater confidence going into launch.”
Marketing Director, Global CPG Brand
“We had enough category data, but not enough understanding of what was driving the shift. They brought usage occasions, channel behaviour, price sensitivity, and switching patterns together in a way that made sense internally. It helped us move from different opinions to a more focused growth plan.”
VP, Category Strategy, Consumer Goods Company
“The brand had awareness, but store-level performance was not matching our expectations across global markets. Market Xcel ran the study with the structure and attention to detail we needed, helping us separate visibility issues from promotion and assortment gaps. It gave our sales and trade teams a clearer view of what was holding conversion back.”
Head of Shopper Insights, CPG Manufacturer
“We were finalising a new product launch, but there was still uncertainty around whether the pack and key claims would stand out in a crowded category. Market Xcel’s study made the consumer response much easier to act on, showing us what shoppers noticed first, which messages felt credible, and where confusion emerged. A few targeted changes made the product easier to understand and gave the team greater confidence going into launch.”
Marketing Director, Global CPG Brand
“We had enough category data, but not enough understanding of what was driving the shift. They brought usage occasions, channel behaviour, price sensitivity, and switching patterns together in a way that made sense internally. It helped us move from different opinions to a more focused growth plan.”
VP, Category Strategy, Consumer Goods Company
“The brand had awareness, but store-level performance was not matching our expectations across global markets. Market Xcel ran the study with the structure and attention to detail we needed, helping us separate visibility issues from promotion and assortment gaps. It gave our sales and trade teams a clearer view of what was holding conversion back.”
Head of Shopper Insights, CPG Manufacturer
“We were finalising a new product launch, but there was still uncertainty around whether the pack and key claims would stand out in a crowded category. Market Xcel’s study made the consumer response much easier to act on, showing us what shoppers noticed first, which messages felt credible, and where confusion emerged. A few targeted changes made the product easier to understand and gave the team greater confidence going into launch.”
Marketing Director, Global CPG Brand
“We had enough category data, but not enough understanding of what was driving the shift. They brought usage occasions, channel behaviour, price sensitivity, and switching patterns together in a way that made sense internally. It helped us move from different opinions to a more focused growth plan.”
VP, Category Strategy, Consumer Goods Company
“The brand had awareness, but store-level performance was not matching our expectations across global markets. Market Xcel ran the study with the structure and attention to detail we needed, helping us separate visibility issues from promotion and assortment gaps. It gave our sales and trade teams a clearer view of what was holding conversion back.”
Head of Shopper Insights, CPG Manufacturer
“We were finalising a new product launch, but there was still uncertainty around whether the pack and key claims would stand out in a crowded category. Market Xcel’s study made the consumer response much easier to act on, showing us what shoppers noticed first, which messages felt credible, and where confusion emerged. A few targeted changes made the product easier to understand and gave the team greater confidence going into launch.”
Marketing Director, Global CPG Brand
“We had enough category data, but not enough understanding of what was driving the shift. They brought usage occasions, channel behaviour, price sensitivity, and switching patterns together in a way that made sense internally. It helped us move from different opinions to a more focused growth plan.”
VP, Category Strategy, Consumer Goods Company
“The brand had awareness, but store-level performance was not matching our expectations across global markets. Market Xcel ran the study with the structure and attention to detail we needed, helping us separate visibility issues from promotion and assortment gaps. It gave our sales and trade teams a clearer view of what was holding conversion back.”
Head of Shopper Insights, CPG Manufacturer
“We were finalising a new product launch, but there was still uncertainty around whether the pack and key claims would stand out in a crowded category. Market Xcel’s study made the consumer response much easier to act on, showing us what shoppers noticed first, which messages felt credible, and where confusion emerged. A few targeted changes made the product easier to understand and gave the team greater confidence going into launch.”
Marketing Director, Global CPG Brand
“We had enough category data, but not enough understanding of what was driving the shift. They brought usage occasions, channel behaviour, price sensitivity, and switching patterns together in a way that made sense internally. It helped us move from different opinions to a more focused growth plan.”
VP, Category Strategy, Consumer Goods Company
“The brand had awareness, but store-level performance was not matching our expectations across global markets. Market Xcel ran the study with the structure and attention to detail we needed, helping us separate visibility issues from promotion and assortment gaps. It gave our sales and trade teams a clearer view of what was holding conversion back.”
Head of Shopper Insights, CPG Manufacturer
“We were finalising a new product launch, but there was still uncertainty around whether the pack and key claims would stand out in a crowded category. Market Xcel’s study made the consumer response much easier to act on, showing us what shoppers noticed first, which messages felt credible, and where confusion emerged. A few targeted changes made the product easier to understand and gave the team greater confidence going into launch.”
Marketing Director, Global CPG Brand
“We had enough category data, but not enough understanding of what was driving the shift. They brought usage occasions, channel behaviour, price sensitivity, and switching patterns together in a way that made sense internally. It helped us move from different opinions to a more focused growth plan.”
VP, Category Strategy, Consumer Goods Company
“The brand had awareness, but store-level performance was not matching our expectations across global markets. Market Xcel ran the study with the structure and attention to detail we needed, helping us separate visibility issues from promotion and assortment gaps. It gave our sales and trade teams a clearer view of what was holding conversion back.”
Head of Shopper Insights, CPG Manufacturer
“We were finalising a new product launch, but there was still uncertainty around whether the pack and key claims would stand out in a crowded category. Market Xcel’s study made the consumer response much easier to act on, showing us what shoppers noticed first, which messages felt credible, and where confusion emerged. A few targeted changes made the product easier to understand and gave the team greater confidence going into launch.”
Marketing Director, Global CPG Brand
“We had enough category data, but not enough understanding of what was driving the shift. They brought usage occasions, channel behaviour, price sensitivity, and switching patterns together in a way that made sense internally. It helped us move from different opinions to a more focused growth plan.”
VP, Category Strategy, Consumer Goods Company
“The brand had awareness, but store-level performance was not matching our expectations across global markets. Market Xcel ran the study with the structure and attention to detail we needed, helping us separate visibility issues from promotion and assortment gaps. It gave our sales and trade teams a clearer view of what was holding conversion back.”
Head of Shopper Insights, CPG Manufacturer
“We were finalising a new product launch, but there was still uncertainty around whether the pack and key claims would stand out in a crowded category. Market Xcel’s study made the consumer response much easier to act on, showing us what shoppers noticed first, which messages felt credible, and where confusion emerged. A few targeted changes made the product easier to understand and gave the team greater confidence going into launch.”
Marketing Director, Global CPG Brand
“We had enough category data, but not enough understanding of what was driving the shift. They brought usage occasions, channel behaviour, price sensitivity, and switching patterns together in a way that made sense internally. It helped us move from different opinions to a more focused growth plan.”
VP, Category Strategy, Consumer Goods Company
“The brand had awareness, but store-level performance was not matching our expectations across global markets. Market Xcel ran the study with the structure and attention to detail we needed, helping us separate visibility issues from promotion and assortment gaps. It gave our sales and trade teams a clearer view of what was holding conversion back.”
Head of Shopper Insights, CPG Manufacturer
“We were finalising a new product launch, but there was still uncertainty around whether the pack and key claims would stand out in a crowded category. Market Xcel’s study made the consumer response much easier to act on, showing us what shoppers noticed first, which messages felt credible, and where confusion emerged. A few targeted changes made the product easier to understand and gave the team greater confidence going into launch.”
Marketing Director, Global CPG Brand
“We had enough category data, but not enough understanding of what was driving the shift. They brought usage occasions, channel behaviour, price sensitivity, and switching patterns together in a way that made sense internally. It helped us move from different opinions to a more focused growth plan.”
VP, Category Strategy, Consumer Goods Company
“The brand had awareness, but store-level performance was not matching our expectations across global markets. Market Xcel ran the study with the structure and attention to detail we needed, helping us separate visibility issues from promotion and assortment gaps. It gave our sales and trade teams a clearer view of what was holding conversion back.”
Head of Shopper Insights, CPG Manufacturer
“We were finalising a new product launch, but there was still uncertainty around whether the pack and key claims would stand out in a crowded category. Market Xcel’s study made the consumer response much easier to act on, showing us what shoppers noticed first, which messages felt credible, and where confusion emerged. A few targeted changes made the product easier to understand and gave the team greater confidence going into launch.”
Marketing Director, Global CPG Brand
“We had enough category data, but not enough understanding of what was driving the shift. They brought usage occasions, channel behaviour, price sensitivity, and switching patterns together in a way that made sense internally. It helped us move from different opinions to a more focused growth plan.”
VP, Category Strategy, Consumer Goods Company
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