MAY 20 // CHicago, IL
Numeration '25: Next Gen
Welcome to Numeration: Next Gen—where authentic voices and data-driven insights converge. Join us as we explore the cutting-edge technologies, economic signals, and generational shifts shaping today’s—and tomorrow’s—consumers. The next generation of consumer understanding is here.
Join the waitlist for Numeration '25!
We are currently at capacity for Numeration. If you’d like to be notified if a spot opens up, please fill out this form.

Get an inside look at where the industry is headed.


Agenda
Hear from the brightest minds driving insight and innovation.














Mainstage Agenda
Welcome to Numeration '25
About This Session
Opening remarks from Numerator’s Chief Executive Officer
Update on the State of the US Consumer
About This Session
Trade Tensions, Consumer Costs: How Tariffs Impact Everyday Prices
Dr. Salomé Baslandze, Federal Reserve Bank of Atlanta & Centre for Economic Policy Research
Is What We Expect, What We Get? Inflation, Inflation Expectations, and Behavior
About This Session
In this session, Professor Rupal Kamdar will discuss why inflation expectations matter for the macroeconomy, how surveys are used to measure them, and how the prices consumers experience through the products they buy shapes those expectations.
A Modern Approach to Brand Health Tracking
About This Session
Product Roadmap
About This Session
Hear what’s next on the Numerator product roadmap.
Verified Voices Client Panel
Justin Remsbottom, Post Consumer Brands
Susanna Valerius, Dude Wipes
Mitch Louch, Numerator
About This Session
Join us for a dynamic panel featuring insights leaders from Bayer, Dude Wipes, and Post Consumer Brands share how they’re evolving their research strategies to stay relevant, agile, and aligned with their brand goals.
How GLP-1 Medication Adoption is Changing Consumer Food Demand
About This Session
In this session, Professor Sylvia Hristakeva will break down her recent research in collaboration with Numerator that reveals how these drugs are driving major shifts in grocery spending—particularly in high-calorie and processed food categories—and what this means for CPG brands and retailers as demand patterns evolve.
Looking for Answers? Just Ask the Consumer
About This Session
This session walks through a real-world case study that combines verified buyer surveys with traditional panel data to uncover shifting consumer behaviors, highlight emerging risks and opportunities, and navigate external pressures—like tariffs—that may be influencing purchase decisions. By layering in attitudinal insights with behavioral metrics, we’ll show how this integrated approach reveals a fuller picture of today’s shopper and provides sharper direction for tomorrow’s strategy.
Separating Generational Myth from Truth: New Discoveries into Gen Z and Generations
About This Session
In this highly engaging keynote, generational researcher and bestselling author Jason Dorsey reveals his latest research into the underlying and hidden trends shaping Gen Z’s consumer habits and perspectives, as well as placing them in a generational context. This will be an exciting capstone keynote for the day that will leave you with new perspectives on generations as clues, rather than a box, to drive deeper connection, understanding, and immediate growth.
Breakout Sessions Agenda
Kraft Heinz Category Leadership in Action: Unburdening the Walmart Shopper from Everyday Meal Planning
About This Session
Erin will also highlight how these insights shaped Walmart’s strategy—using customization and product variety to better meet shopper needs across key occasions and empower household engagement in everyday meal moments.
Serving Insights on the Rocks: How Bacardi Levels Up Retailer Relationships with Next-Gen Consumer Understanding
About This Session
By leading with valuable, consumer-centric insights, Bacardi developed a strategic partnership with Total Wine & More and unlocked new opportunities for growth. Join Bacardi’s Kristyn Chaple, Director, National Retail Accounts, and Numerator’s Scott Johnston, Sr. Consultant, to learn how the Bacardi team leveraged Numerator’s consumer panel data to grow.
Unlocking Shopper Decisions with Consumer Decision Hierarchies
About This Session
Join Henkel’s Karen Krysiak, Category & Shopper Insights Lead, and Numerator’s Shannon Duncan, Research Consultant, to learn how Henkel unlocks shopper decision-making with consumer decision hierarchies to educate and guide retail partners.
Bloom's Beverage Build: Innovation through Retail Partnerships
About This Session
The session will cover how Nutrabolt tracked Bloom’s Energy Drink launch performance, benchmarked it against other new brands, and evaluated its impact at Target—ultimately leveraging that success to drive national expansion and entry into the Prebiotic Soda category.
The SNAP Evolution: Supporting Shoppers in a Changing Economy
About This Session
Attendees will leave with a clear understanding of where SNAP households are shopping, what they’re prioritizing, and how to adapt strategies to earn trust and dollars in a high-stakes environment.
Living Clean: Navigating the Future of Conscious Consumption
About This Session
In this session, Numerator unpacks how shoppers are embracing a cleaner lifestyle across food, beauty, household essentials, and even general merchandise, all against the backdrop of shifting federal policies and heightened consumer consciousness. This session also offers a first look at Numerator’s forthcoming research on clean living, arming attendees with early insights into the values-driven future of consumption.
Decoding Private Label: Generational Preferences
About This Session
Learn how shopper expectations vary, which brands are driving engagement, and how to unlock new opportunities with the power of brand-level visibility and consumer segmentation.
Blackouts & Boycotts: Navigating Consumer-Led Disruption
About This Session
In this session, Numerator explores exclusive research into the February and April 2025 blackouts, spearheaded by The People’s Union USA, and its ripple effect across industries. Learn how to quantify risk, determine impact, and turn moments of uncertainty into opportunities to foster loyalty and alignment with today’s socially-conscious shoppers.
Speakers

Jason Dorsey
Author and Keynote Speaker
The Center for Generational Kinetics

Nik Modi
Managing Director
RBC Capital Markets

Susana Valerius
Vice President, Sales Strategy
DUDE Wipes

TJ Moore
Vice President, Category Insights
Nutrabolt

Erin Martin
Senior Director Category Leadership, Walmart & Sam’s Club
Kraft Heinz

Kristyn Chaple
Director, National Retail Accounts
Bacardi

Karen Krysiak
Category & Shopper Insights Lead
Henkel

Heather Christman, Ph.D.
Consumer and Shopper Insights Lead
Bayer

Justin Remsbottom
Insights & Strategy Manager
Post Consumer Brands

Charles Snellings
Group Leader, Marketing Research
Church & Dwight

Prof. Sylvia Hristakeva
Assistant Professor of Marketing
Cornell University SC Johnson College of Business

Prof. Rupal Kamdar
Assistant Professor of Economics
Indiana University Bloomington
+
Visiting Economist
Federal Reserve Bank of Chicago

Dr. Salome Baslandze
Research Economist and Assistant Adviser
Federal Reserve Bank of Atlanta
+
Research Affiliate
Center for Economic Policy Research

Eric Belcher
Chief Executive Officer
Numerator

Dr. Leo Feler
Chief Economist
Numerator

Brian Redmond
Chief Product Officer
Numerator

Mitch Louch
General Manager, Survey
Numerator

Michelle Pichman
Senior Director of Innovation & Sales Enablement for Survey
Numerator

Shawn Paustian
Associate Director Thought Leadership
Numerator

Dan Arminio
Associate Director, Consulting
Numerator

Amanda Schoenbauer
Marketing Manager Content & Insights
Numerator

Reid Allen
Senior Client Services Analyst
Numerator

Doug Marcum
Senior Research Consultant
Numerator

Shannon Duncan
Research Consultant
Numerator

Emma Mrotek
Client Engagement Consultant
Numerator
Calling all data disruptors and consumer-obsessed market researchers!
Whether you reference data, analyze data, or just love data, there’s a place at Numeration for you.
Insights Leaders
Stay ahead of macroeconomic trends.
Marketers
Get cutting-edge strategies to understand today’s consumer.
Researchers
Uncover new opportunities with advanced methodologies.
Category & Brand Managers
Drive innovation in CPG and Retail.
Data Professionals
Leverage first-party data to fuel growth.
FAQs
Everything you need to know.
What is Numeration?
Numeration is Numerator’s annual proprietary event, designed exclusively for our clients and invited guests in the CPG and Retail industries.
When and where is the event?
The in-person event will be held on Tuesday, May 20th in Chicago at Radius Chicago, located at 640 W Cermak Road.
Is there a fee to attend?
Numeration ‘25 is free to attend for all invited guests. Space is limited so you are encouraged to register early.
Will Numeration ‘25 be in person, virtual, or hybrid event?
The event will be held live in person! We hope you’re able to join us in Chicago on May 20th.
Will Numeration ‘25 be recorded?
No. As customary with our live events, you will need to join us live for all the juicy insights.
What is the dress code?
The Numerator team will be in business casual. Feel free to wear whatever is comfortable — come as you are!
What should I bring?
Your curiosity, questions, and readiness to learn! Food and refreshments will be provided.
Is there a hotel block for the event?
You can still reserve a room directly through the hotel website; however, please note the group rate is no longer available.
Marriott Marquis Chicago, located at 2121 S. Prairie Ave, Chicago, IL. The hotel is located 1.3 miles from the event venue. For directions, click here.
For questions or assistance with a reservation, please contact the hotel directly at 1-877-303-0104.
Guest check-in time is 4:00 pm; check-out is 12:00 pm.
What are program hours so I can book my travel?
Doors will open at 8am CT, with registration & breakfast available. Numeration ’25 will be a full-day program, kicking off at 9am and wrapping by 5pm CT, with a networking reception to follow. The full agenda & speaker lineup will be shared in the coming weeks.
Will there be meals that accommodate my dietary needs?
Attendees who have food allergies or special dietary requests, including vegetarian, vegan, and gluten/dairy free should provide their specific request during the registration process. Numerator will make every effort to work with our catering partner to accommodate these special meal requests, provided that reasonable advance notice is given.
Who should I contact if I require special assistance onsite?
During the registration process, please let us know if you need onsite assistance such as wheelchair access or assistance for the hearing or sight impaired. Numerator will make every reasonable effort to accommodate these special assistance requests, provided that sufficient advance notice is given.
My schedule changed and I can no longer attend. Can my co-worker attend in my place?
Yes! Please reach out to your Numerator POC or drop us a note at hello@numerator.com if you need to cancel or change your registration.
What is Numerator doing to protect my health and safety at the event?
Numerator cares about the health and safety of our customers, employees, partners, and community. We encourage guests with underlying health conditions and those who are not fully vaccinated to take the necessary precautions to keep themselves safe during the event. As the health landscape and resulting protocols may change at any time, we will do our best to communicate any updated guidance as they may arise.
Who do I contact if I have additional questions about the event?
Send your questions to hello@numerator.com and we’ll do our best to help. 🙂