Pricey Ice Cream -- InfoScout eyes Ben & Jerry's buyers.
To date, 5.7 million receipts have been scanned, and InfoScout
has assembled a panel of 125,000 shoppers that it says is largely
representative of the U.S. population, though CEO Jared Schrieber
acknowledged it's "a little light on people over 55."
Last week, the company lifted the veil on data gathered over the
past year, launching InfoScout.co, which lets people track as many
as five brands or retailers. The goal is to sell annual
subscriptions for richer data. Procter &
Gamble Co., Unilever, Nestlé, General Mills and
PepsiCo are already clients.
Last week, InfoScout let Advertising Age take a broader look at
the data, and we saw some interesting results.
For example, people in the Western U.S. buy more than their share
of Trojan condoms (indexing 136 where 100 is average) compared with
folks in the Northeast (who index at only 63, or 37% below the
Confirming other research, InfoScout finds people using food
stamps buy more carbonated soft drinks (Coke indexes 142 and
Pepsi 194 among the group) and
snacks (Doritos indexes 210). More surprisingly, food-stamp
recipients also overindex on Ben & Jerry's (indexing at 178 for
the group) and Haagen Dazs (156) ice cream. InfoScout also found
P&G's long efforts to contemporize Old Spice have worked to the
point that its buyers are younger than those of Unilever's Axe, indexing at
197 for buyers under 24 vs. 142 for Axe and at 75 for the 35-to-54
demos, where Axe is about average.