CPG Marketing & Research Agency | NUUN Digital

Quick answer

NUUN Digital's CPG practice combines a shopper-calibrated research panel, packaging and ad testing, brand strategy, and full-funnel digital marketing for consumer packaged goods brands across North America and MENA. We run MROCs, shopper segmentation, category deep-dives, and in-market performance measurement — attributed to revenue and share, not impressions.

ESOMAR + ISO 20252

Instruments compliant with both

Bayesian

Volumetric forecasts with uplift priors

Retailer data

Integrations with Circana, NielsenIQ, SPINS

NA + MENA

Proprietary panel footprint

What CPG brands hire us for

New product launch — concept testing, volumetric forecasting, go-to-market, and the launch campaign. Brand repositioning with qual + quant, brand architecture, creative territory, and measurement. Packaging and creative effectiveness — pre-launch ad testing (with biometric layers where relevant), shelf testing, and post-launch read. Shopper segmentation using latent class and behavioural segmentation tied to activation. Category deep-dives with proprietary panels plus retailer data to understand dynamics and whitespace.

What's different about CPG at NUUN

Proprietary shopper panels — our Canadian panel is segmented by category purchase behaviour, so a cereal brand gets cereal buyers, not general shoppers claiming they eat cereal. MENA panel covers GCC and Levant shoppers with Arabic-language instruments.

MROCs catch the real language. Four-to-twelve-week online communities capture how shoppers actually talk about a category between shops, not just at the moment of a survey. Revenue-linked measurement — our MMM and MTA practices build CPG-specific models tying brand work to share, velocity, and household penetration, not equity scores.

Named methods we apply in CPG

Concept testing using monadic and sequential-monadic designs with Bayesian volumetric uplifts. Packaging testing with shelf simulation, attention studies, and biometric or eye-tracking layers where they pay for themselves. Ad testing across pre-bid creative, in-market diagnostic, and post-campaign effectiveness. Shopper segmentation — latent class, behavioural, tied to addressable activation. MROC — 4–12 week communities for category understanding. Brand tracking designed for statistical power, not weekly decoration.

Segments we work across

Food & beverage · Snacks · Cereal · Dairy · Confectionery · Alcohol · Personal care · Household · Beauty · Baby · Pet · Health & wellness (consumer-facing).

Selected work

CPG client — MROC + ad testing informed the relaunch; brand recall lifted [X] points in six weeks. Read case →
CPG launch client — Concept testing and volumetric forecast → launch hit [X]% of volume target in first 13 weeks. Read case →
CPG shopper-study client — Shopper segmentation reallocated trade marketing spend for [X]% incremental ROI. Read case →

Sources & further reading

ESOMAR — research industry standard (respondent-protection and method-transparency standard)
Circana (IRI / NPD) — category and shopper data (retail sales and panel data provider)
NielsenIQ — retail measurement (FMCG retail measurement reference)
ISO 20252 — market research quality standard (international research-quality standard)
MASB — marketing accountability standards (marketing-measurement standards used in our attribution work)

NUUN Digital CPG Practice — Head of Research. Shopper research and MROCs, ESOMAR 28 and ISO 20252 instrument design, CPG MMM and MTA, packaging and ad-testing with biometric layers.

Consumer Packaged Goods FAQ.

Do you work with mid-market CPG brands, or only enterprise?

Both. Mid-market brands typically engage for launch, reposition, or first-serious-measurement scope; enterprise clients engage for ongoing tracking, category studies, MMM, and retainer-shape work.

Do you work with alcohol, tobacco, or cannabis clients?

We work with alcohol and cannabis clients in jurisdictions where the work is legal and respondent protections are appropriate. We do not take on tobacco work. All regulated-category work is scoped to the advertising standards and audience-age protections of the applicable jurisdiction.

Can you run shopper research in multiple countries?

Yes. Our Canadian, US, and MENA panels are proprietary; we extend globally through audited partner panels. Cross-cultural translation and cultural adaptation are handled by native-speaker researchers, not machine-translated.

What's your approach to MMM and MTA for CPG?

MMM for brands with retailer data and longer time series; MTA for digital-first DTC CPG with user-level data. Most clients at some scale run a hybrid. Read our MMM-vs-MTA deep dive for the decision framework.

Do you work with retailers directly, or only with brands?

Mostly with brands, occasionally with retailers, rarely on both sides of the same category at the same time. We screen for conflicts at intake.

How do you handle packaging and creative effectiveness testing?

Monadic and sequential-monadic concept testing, shelf-simulation and attention studies for packaging, biometric and eye-tracking layers where the stakes justify the spend, and pre-bid creative testing before paid launches. We triangulate stated recall with behavioural signals — stated data alone is not enough for production investment decisions.

Built for the aisle and the screen.