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.

See you on May 20th!

Registration is closed for Numeration ’25.

Get an inside look at where the industry is headed. ​

Agenda

Hear from the brightest minds driving insight and innovation.

CGK Logo
RBC Logo
Dude Logo
Nutrabolt
Kraft Heinz
Bacardi
Henkel
Bayer
Post Consumer Brands
Church & Dwight
Cornell
Indiana University
Federal Reserve Bank Atlanta
Numerator Circle

Mainstage Agenda

Welcome to Numeration '25
Eric Belcher, Numerator

Opening remarks from Numerator’s Chief Executive Officer

Update on the State of the US Consumer

Dr. Leo Feler, Numerator

Numerator’s Chief Economist, breaking down the economic and policy shifts that are impacting consumer behavior today.
Trade Tensions, Consumer Costs: How Tariffs Impact Everyday Prices​​

Dr. Salomé Baslandze, Federal Reserve Bank of Atlanta & Centre for Economic Policy Research

As U.S. trade dynamics evolve, understanding their downstream impact on consumers is critical for strategic planning.

In this session, Dr. Salomé Baslandze will explore how different tariff scenarios could affect the prices of everyday goods and examine how consumer expectations about tariffs shape their spending behavior—offering insights that will help businesses anticipate and navigate potential shifts in cost and demand.
Is What We Expect, What We Get? Inflation, Inflation Expectations, and Behavior

Rupal Kamdar, Indiana University Bloomington & Federal Reserve Bank of Chicago

With most economists now forecasting a rise in inflation in the coming months, understanding how consumers may react is critical.

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
Charles Snellings, Church & Dwight
Discover Church & Dwight’s modern approach to measuring Brand Health across their diverse portfolio. By integrating consumer sentiment and purchase behaviors, learn how Church & Dwight gained a comprehensive understanding of brand performance, bridging the gap between what consumers say and what consumers do.
Product Roadmap
Brian Redmond, Numerator

Hear what’s next on the Numerator product roadmap.

Verified Voices Client Panel
Heather Christman, Bayer
Susanna Valerius, Dude Wipes
Mitch Louch, Numerator
In a landscape where consumer behavior shifts by the hour and decision-makers need answers yesterday, how are today’s top brands evolving their approach to research?

Join us for a dynamic panel featuring insights leaders from Bayer and Dude Wipes as they 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
Prof. Sylvia Hristakeva, Cornell University SC Johnson College of Business
The growing adoption of appetite-suppressing GLP-1 medications like Ozempic and Wegovy is transforming consumer food demand in the US.

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
Nik Modi, RBC Capital Markets
When the market shifts, brands and retailers need more than just sales data—they need to understand what’s driving consumer decisions.

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
Jason Dorsey, The Center for Generational Kinetics
Generational trends are affecting every aspect of consumer behavior. This is particularly true for Gen Z, as they continue to emerge as trendsetters and a significant consumer force. One key challenge for researchers, marketers, retailers, and CPG leaders: understanding the behavioral drivers underneath the actions taken or not taken by Gen Z—and other key generations.

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
Erin Martin, Kraft Heinz
In this session, Erin Martin will share how Kraft Heinz partnered with Walmart to capture more everyday meal moments and strengthen their retailer relationship. She’ll discuss how they identified key drivers and barriers to meal engagement and uncovered the most common meal moments and associated foods.

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
Kristyn Chaple, Bacardi

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
Karen Krysiak, Henkel
Traditional decision trees can cost well into six figures. Numerator’s consumer decision hierarchies are adaptable, intuitive for non-researchers, trusted by retailers— and affordable across categories and stores.

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
TJ Moore, Nutrabolt
In this session, TJ Moore will share how Nutrabolt’s investment in Bloom enabled their portfolio to reach a new segment of Energy Drink shoppers beyond the traditional C4 audience through whitespace exploration, category reviews, and category identification of key growth opportunities for Bloom.

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
Emma Mrotek, Numerator
As economic conditions evolve and federal programs face potential cutbacks, millions of shoppers may soon see their SNAP benefits reduced again. In this session, Numerator will share timely research on the current SNAP shopper landscape and unpack how brands and retailers can stay ahead of these shifts.

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
Amanda Schoenbauer, Numerator
“Clean” is no longer just a category, it’s a lifestyle. From what we eat to what we wear, clean living has become a sweeping consumer movement that touches every aisle and every industry.

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
Shawn Paustian, Numerator
Private label is no longer synonymous with compromise. From value tiers to premium offerings, retailers are rewriting the rules and shoppers are responding differently depending on their generation. In this session, Numerator unpacks original research into how Gen Z, Millennials, Gen X and Boomers perceive and purchase private label brands across 130+ brands in both CPG and general merchandise.

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
Dan Arminio, Numerator
What happens when a consumer protest goes viral? With many Americans pledging to pause spending during coordinated “economic blackouts,” brands and retailers face growing pressure to respond to values-driven disruption.

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 CGK
Jason Dorsey

Author and Keynote Speaker
The Center for Generational Kinetics

Nik Modi RBC
Nik Modi

Managing Director
RBC Capital Markets

Susana Valerius_Dude Wipes
Susana Valerius

Vice President, Sales Strategy
DUDE Wipes

TJ Moore_NN25
TJ Moore

Vice President, Category Insights
Nutrabolt

Erin Martin_Kraft Heinz
Erin Martin

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

Kristyn Chaple Bacardi
Kristyn Chaple

Director, National Retail Accounts
Bacardi

Karen Krysiak_NN25
Karen Krysiak

Category & Shopper Insights Lead
Henkel

Heather Christman Ph.D._Bayer
Heather Christman, Ph.D.

Consumer and Shopper Insights Lead
Bayer

Justin Remsbottom_Post Consumer Brands
Justin Remsbottom

Insights & Strategy Manager
Post Consumer Brands

Charles Snelling_Church and Dwight
Charles Snellings

Group Leader, Marketing Research
Church & Dwight

Syliva Kristakeva Cornell
Prof. Sylvia Hristakeva

Assistant Professor of Marketing
Cornell University SC Johnson College of Business

Rupal Kamdar_NN25
Prof. Rupal Kamdar

Assistant Professor of Economics
Indiana University Bloomington
+
Visiting Economist
Federal Reserve Bank of Chicago

Salome Baslandze_NN25
Dr. Salome Baslandze

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

Eric Belcher Nu
Eric Belcher

Chief Executive Officer
Numerator

Leo Feler
Dr. Leo Feler

Chief Economist
Numerator

Brian Redmond_NN25
Brian Redmond

Chief Product Officer
Numerator

Mitch Louch_Numerator
Mitch Louch

General Manager, Survey
Numerator

Michelle Pichman_Numerator
Michelle Pichman

Senior Director of Innovation & Sales Enablement for Survey
Numerator

Shawn Paustian_NN25
Shawn Paustian

Associate Director Thought Leadership
Numerator

Dan Arminio_Numerator
Dan Arminio

Associate Director, Consulting
Numerator

Amanda Schoenbauer_NN25
Amanda Schoenbauer

Marketing Manager Content & Insights
Numerator

Scott Johnston_Numerator
Scott Johnston

Senior Consultant
Numerator

Reid Allen_Numerator
Reid Allen

Senior Client Services Analyst
Numerator

Doug Marcum, Numerator
Doug Marcum

Senior Research Consultant
Numerator

Shannon Duncan_Numerator
Shannon Duncan

Research Consultant
Numerator

Emma Mrotek_NN25
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.

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Insights Leaders​

Stay ahead of macroeconomic trends.

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Marketers

Get cutting-edge strategies to understand today’s consumer.

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Researchers

Uncover new opportunities with advanced methodologies.

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Category & Brand Managers

Drive innovation in CPG and Retail. 

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Data Professionals

Leverage first-party data to fuel growth.

FAQs

Everything you need to know.

Numeration is Numerator’s annual proprietary event, designed exclusively for our clients and invited guests in the CPG and Retail industries.

The in-person event will be held on Tuesday, May 20th in Chicago at Radius Chicago, located at 640 W Cermak Road. 

Numeration ‘25 is free to attend for all invited guests. Space is limited so you are encouraged to register early.

The event will be held live in person! We hope you’re able to join us in Chicago on May 20th. 

No. As customary with our live events, you will need to join us live for all the juicy insights. 

The Numerator team will be in business casual. Feel free to wear whatever is comfortable — come as you are!

Your curiosity, questions, and readiness to learn! Food and refreshments will be provided.

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.

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.

The hotel room block is now full.

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.

For guests staying at the Marriott Marquis Chicago, the official host hotel for Numeration ’25, shuttle bus service will be available to Radius Chicago in the morning and for return trips in the afternoon following the conclusion of the program.

The shuttle bus schedule is as follows:

AM Shuttle Bus Times
7:40 AM        Passenger loading
7:55 AM         Departure #1
8:10 AM        Passenger loading
8:20 AM        Departure #2
8:35 AM        Passenger loading (Final Run)
8:45 AM        Departure #3

PM Shuttle Bus Times
4:30 PM        Passenger loading
4:45 PM         Departure #1
5:15 PM         Passenger loading
5:30 PM         Departure #2
6:15 PM         Passenger loading (Final Run)
6:30 PM         Depart for final drop off

NOTE: All times above are approximate

Complimentary parking for the event is available in the lot adjacent to Radius, located at 2121 S. Union Avenue, Chicago, IL 60616. Parking is limited and offered on a first-come, first-served basis. Ample street parking is also available.

Complimentary coat check / luggage hold will be available for attendees during the event.

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.

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.

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.

Send your questions to hello@numerator.com and we’ll do our best to help. 🙂

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