The boundless digital shelf demands a fresh lens on relevance.


The CPG industry is undergoing a revolution fueled by dynamic shifts in culture, technology and competition. Winning in this new world requires brands to understand consumer motivations and desires more deeply – and  then act on this understanding faster – than the competition.

Insights that move at the speed of your customer.

The boundless digital shelf
Ecommerce today, where the digital shelf knows no bounds, unlocks an explosion of new products tailored to increasingly diverse consumer needs and niche markets. No longer are consumers confined to a limited selection of mass-market options; they now demand a massive range of choices across every category, catering to every conceivable need and occasion.
No one-size-fits-all
Meanwhile, the media landscape has splintered into a myriad of platforms, rendering it impossible to effectively target the general public with a one-size-fits-all brand building campaign. The same digital ecosystem dynamic makes everyone a potential customer and personalization table stakes for success.
Adaptation a mandate
In this data-driven age, where information flows freely and abundantly, the ability to decipher the 'why' behind consumer behavior and craft compelling narratives is paramount. It's not just about collecting data anymore; it's about extracting actionable consumer insights about human needs, motivations and behaviours that propel growth.
Relevance earns “share of life”
To connect to consumers’ identities, brands must deliver relevance. Identity shapes what consumers pay attention to, how they think, how they behave and how they react. It’s also about the small moments that shape how consumers make decisions. Brands unlock share of life when they consistently deliver relevance to customer needs – both in the short term and the long term.

Built with a bias for action.

With our proprietary approach and the timely application of Big R and little r relevance, we unlock the secrets of consumer behavior, paving the way for nimble actions and continuous learning.

Our approach considers the human dynamics that guide consumer behavior, leveraging analytics to reveal the metrics that matter to both KPIs and activation.
Brand Health Tracking
We track brand health with built-in systems of learning and action, using a combination of market-validated, predictive and innovative measurements.
Customer Journeys
Our robust toolbox of market and consumer research approaches and analytical methods unlocks crucial customer journey insights that solve business problems.
Quantitative & Qualitative Research
We conduct analyses around the context and trends impacting your business from a sociological, technological, economic, environmental and political perspective.


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Let’s talk.
Are you a CPG leader looking for an insights partner that matches the pace of change and gets transformative results? Let’s talk through your biggest challenge.

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Client stories


A Multi-Pack of Relevance: How to Capture Your Customers’ Attention and Deliver Value in a Fragmented Marketplace

Selling consumer packaged goods used to be easy. Today, CPG brands must work through multiple issues just to get in front of the right customers. Find out the answers to these issues and more, which starts with relevance.

To Grow Your Brand’s Share of Life, Focus on Building Two Kinds of Relevance

All brands want to evolve from focusing on selling one more unit to having loyal customers who buy many things over time, but most don’t know how to enable that change. When brands are deeply relevant to consumers, they can increase customer lifetime value – or, as Material says it, Share of Life.

The Private Label Revolution: Is Your Brand Ready?

Inflationary periods can be challenging for consumers and businesses alike. Consumers are being forced to become smarter shoppers. For retail and CPG, the threat of private labels looms large. Discover how CPG brands can position themselves for success in an increasingly competitive landscape by turning insights into action.


Material is a global strategy partner that combines deep human insights with modern technology – a proprietary science + systems approach that speeds engagement and growth for the world’s most recognizable brands and innovative companies.