Editorial updates, methodology, and product notes from the Measure team.
Featured article
October 14, 2026
Consumer data can be accurate without telling the whole story. Explore how a behavioral data platform helps researchers compare observed consumer activity with surveys, attribution reports, CRM data, and brand tracking. Learn how combining evidence sources can test assumptions, reveal gaps in interpretation, and support more informed business decisions.
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Explore how consumer behavior analytics can reveal when rival brands enter consideration, how attention shifts between alternatives, and where customer journeys diverge. Learn how behavioral evidence can help insights teams identify patterns and focus follow-up research on the questions that matter most.
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AI assistants can add another layer to the consumer journey that conventional customer journey analytics may not capture. Explore how missing AI interactions can create blind spots, why visibility alone is not enough, and how permissioned behavioral data can help insights teams examine discovery, consideration and decision-making across platforms.
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AI is changing how consumers discover, compare and research products, making it harder for insights teams to rely on a single channel or source of evidence. Explore how a customer intelligence platform can connect observed behavioral data across AI, search, apps and other environments to identify changing journey patterns, test existing assumptions and understand where current research may leave gaps.
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Predictive consumer analytics helps businesses look beyond what has already happened by identifying patterns that may indicate what is becoming more or less likely. Explore how predictive signals, permissioned behavioral data and wider market evidence can help teams anticipate changes, test assumptions and make better-informed decisions.
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Learn how customer journey marketing uses observed behavior to test assumptions, reveal cross-channel activity and support better marketing decisions.
Read articleMillennial parents apply the same research intensity to buying a toy as they do to buying trainers for themselves. Here's what behavioural data reveals about the most scrutinised category in consumer spending.
Read articlePredict's cross-purchase data maps the new-parent brand reset: which brands consumers quietly drop in the first six months, which categories they enter for the first time, and which non-baby brands capture new-parent spend at up to 7× the panel average.
Read articleGucci vs. Saint Laurent: how creative direction shifts have divided—and united—the same luxury shopper, what search data reveals, and which brand to buy.
Read articleGlossier built the playbook. Rhode rewrote it. Here's what behavioural data reveals about two minimalist beauty brands fighting for the same bathroom shelf and the same generation of consumer.
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Measure Predict panel data on how new credit access reshapes consumer search: the luxury and aspirational brands that surface first, the categories that convert fastest from search to purchase, and the retailers that win the first wave of spending.
Read articlePredict behavioral data on what the Erewhon smoothie consumer buys everywhere else — grocery delivery platforms, mass-retail cross-shopping, and the full picture of a meticulously assembled wellness lifestyle.
Read articlePredict behavioral panel data reveals who pays for Duolingo vs Babbel: Duolingo owns a young, massive, habit-driven audience, while Babbel converts older, higher-income professionals at more than twice the rate. Cross-purchase data shows Babbel's users are largely a subset of Duolingo's.
Read articleDiesel and Dsquared2 once defined premium denim. Here's how their audiences, pricing, and brand trajectories compare — and which is worth buying today.
Read articleBehavioral data reveals who really shops COS, how the brand fits the H&M Group without cannibalizing it, and what cross-purchase patterns say about minimalist fashion's most consistent audience.
Read articleByredo and Diptyque occupy the same shelf — but they're winning completely different consumers. Here's what separates the buyer, the motivation, and the discovery path for each brand.
Read articleByredo and Diptyque occupy the same shelf — but they’re winning completely different consumers. Here’s what separates the buyer, the motivation, and the discovery path for each brand.
Read articlePredict behavioral data reveals which value brands — e.l.f., SHEIN, Trader Joe's, IKEA — are capturing shoppers who are spending less but still care deeply about what they buy.
Read articlePredict panel data separates permanent brand exits from temporary lapses across fashion, beauty, and lifestyle: which brands lose consumers for good, the search signals that precede an exit, and the behaviors that show a lapsed customer is still winnable.
Read articlePredict panel data ranks brands by purchase-to-search ratio on Amazon and Walmart. Amazon private labels and e.l.f. Cosmetics convert far above their search weight, while entertainment franchises like Wicked are searched up to 35× more than they're bought.
Read articlePredict behavioral panel data on the six months before a first luxury purchase: the gateway categories that prime the buy, the brands that dominate the research window, and the last-touch signals before consumers cross the luxury threshold.
Read articlePredict panel data maps what consumers do after bouncing from a brand's site: over half go straight to search, second-choice brands split into clear competitive clusters, and search-driven visits convert at up to 1.9x the rate of browsing.
Read articlePredict panel data maps the 90 days before a major purchase: the brands that dominate the consideration set, the adjacent brands that signal growing confidence, and the smaller warm-up purchases that precede big-ticket commitment.
Read articleTikTok (index 595) and Amazon (index 1,839) are the standout over-indexed platforms in beauty purchase journeys — TikTok dominates discovery and awareness, while Amazon captures conversion with extraordinary concentration.
Read articleAthleisure consumers search for functional products — leggings, sports bras, gym gear — while streetwear buyers hunt brand drops and SKU-specific terms. Behavioral panel data reveals where the two audiences already meet.
Read articleRoughly 7 in 10 shoppers don't buy the brand the AI recommends. Visibility tools show the mention; only observed behavior shows whether it converts.
Read articleWho is the accessible luxury consumer? Behavioral data reveals the aspirational, mobile-first shopper that Sandro, Maje and Ba&sh are fighting to win.
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Effective customer journey optimization depends on having the right evidence to understand where a problem begins. Explore how owned analytics, attitudinal research, outcome data and permissioned behavioral evidence can help brands identify journey issues and make better decisions about experience, messaging, channels and investment.
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Consumer behavior can shift faster than traditional research cycles can explain. Explore how real-time consumer insights help brands identify meaningful changes in search, discovery, competition and purchase behavior while there is still time to respond.
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The consumer decision journey can involve discovery, research, comparison and purchase across multiple platforms. Explore the factors that shape these journeys and how behavioral data can reveal where decisions change, which alternatives consumers consider and how observed behaviour compares with the journey a business assumes.
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A behavioral segmentation platform can help brands move beyond basic audience profiles to understand how different groups actually behave.
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Discover how behavioral intelligence uses observed customer activity to test assumptions and support better product, marketing and growth decisions.
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A customer journey analytics platform helps businesses understand how consumer actions unfold across touchpoints over time.
Read articlePredict behavioral panel data reveals who buys Madhappy: an overwhelmingly young, female, Apple-native, values-driven consumer. Here's how that buyer is evolving as the LA label moves from limited drops to mainstream retail distribution — and what cross-purchase data says about a hoodie bought partly for its message.
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Predict panel data shows Temu's US audience fell 62% and Shein's 47% after the de minimis exemption ended in May 2025. Here's which brands are capturing displaced ultra-cheap fashion shoppers, how search behavior shifted, and what cross-shopping data reveals about the post-tariff wardrobe.
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Behavioral panel data on the underconsumption core trend: engaged viewers don't buy less — purchase volume stays flat while spending shifts toward Amazon, delivery, and value brands.
Read articlePredict behavioral data on which categories new movers repurchase immediately, where they use the move to switch brands, and which brands are best positioned to intercept a consumer rebuilding their everyday routines one purchase at a time.
Read articlePredict behavioral panel data compares branded search in pay windows vs. mid-cycle: which brands ride the paycheck (Nike, SHEIN, Steam, TikTok), which are searched regardless of wallet timing (Amazon, Apple, PayPal), and why the routine position is the only safe one.
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Behavioral panel data shows category-level beauty purchase frequency looks flat, but 43% of repeat US beauty buyers cut purchase volume by more than half — and nearly half of them redirected spend to pricier products instead of spending less.
Read articleThe Gulf has become luxury's most contested growth market. Predict's behavioral panel defines the established Western luxury buyer benchmark that brands competing for GCC consumers are measured against — a digital-discovery-first, 25–34, female-skewed audience that researches on YouTube and TikTok but buys outside mass online channels.
Read articlePredict panel data ranks the brands whose purchase share far exceeds their search share — led by McCain Foods (565×), Colgate (285×) and Walkers (122×) — and explains why curiosity brands and conviction brands are almost never the same.
Read articleMeasure Predict panel data pinpoints the moment fast-fashion shoppers trade up: the search terms that precede it, the category that triggers it, how long it takes, and the behavioral tipping point where the decision is made.
Read articlePredict panel data tracks the 7-day post-purchase search journey after buyer's remorse: which return-related search terms spike, whether shoppers switch brands or exit the category, and which brands capture the follow-up purchase.
Read articleBehavioral panel data from Measure Predict reveals who buys Cecilie Bahnsen's tulle and sculptural dresses: a young, female, Instagram-first, sustainability-obsessed buyer whose cross-purchase profile is premium-mass, not ultra-luxury.
Read articlePredict behavioural data compares Reiss and COS: who buys each brand, how loyalty and purchase occasions differ, and what search and cross-purchase data reveal about the considered workwear consumer.
Read articlePredict panel data on Veja buyer demographics, how the consumer profile has evolved as the brand scaled from ethical niche to mainstream consideration, and what cross-purchase behavior reveals about values-driven buyers confronting the brand's ubiquity.
Read articlePredict behavioral data on the non-alcoholic functional drink boom: Dry January search spikes, how the January buyer differs from the year-round convert, and why 76% of NA beer buyers still buy alcohol.
Read articlePredict panel data reveals who actually buys 100-inch-plus TVs from brands like Sony and Samsung: a 35–44, gender-balanced cohort that researches 4× longer than standard premium TV buyers and cross-shops gaming, home audio, and TV mounts.
Read articlePredict's US panel data reveals which fashion, food, fitness, and home brands consistently co-occur in the same consumers' purchase histories without ever competing — and the consumer identities these cross-category constellations expose.
Read articlePredict behavioral panel data maps what consumers do after cancelling a premium subscription: who they compare, whether they trade down or exit the category, and why brands have roughly three weeks — about one billing cycle — to win them back.
Read articleBehavioral panel data on the A.P.C. buyer: a 25–34, male-leaning, research-heavy consumer discovered through Google Lens, loyal to quiet-luxury adjacents, and using fast fashion as a utility layer — not a preference.
Read articleUsing Measure's Predict data, we map the eight-week pre-Coachella shopping spike — the fashion, beauty, and shoe brands festival-goers over-index on most, and what their cross-category shopping reveals about the year's most elaborately planned outfit occasion.
Read articlePredict panel data shows camping accounts for just 6.5% of portable power station purchases. Home backup, remote work, and off-grid buyers now drive the category — and cross-purchase data reveals how a one-off buy becomes a full mobile work setup.
Read articleBehavioral panel data shows the e.l.f. x Survivor partnership reaching men, 45+ consumers, and lean-back TV audiences that e.l.f.'s TikTok-first funnel structurally misses — with branded search spiking 3.5x during the Season 47 finale window.
Read articlePredict's receipt-level panel data maps the new dog owner's first 30 days: which food brands they try and abandon, which collar and lead brands they upgrade to, which training apps they download, when they research pet insurance, and how their non-pet spending shifts toward home-proofing.
Read articleAI-visibility tools tell you if ChatGPT names your brand. Measure's behavioral data shows where shoppers actually go before and after the recommendation.
Read articleA week-by-week look at how first-time luxury handbag buyers research, which brands they eliminate, whether they detour through resale, and what tips a Louis Vuitton search toward a Polène purchase.
Read articleAlessandro Michele built a devoted audience for Gucci — but was that audience loyal to Michele or to the house? Since Sabato De Sarno took the creative helm in 2023, behavioral data reveals a significant consumer recalibration: who followed the new quieter aesthetic, who left, and what cross-purchase patterns tell us about a brand navigating one of fashion's most complex transitions.
Read articleMeasure's behavioural panel reveals ASOS's GB audience contracted to 43% of its 2024 peak by September 2025, driven by a collapse in new-user acquisition — from 58% of the active base to just 22%. Here is who stayed, where the rest migrated, and what search and cross-purchase data reveals about whether this is structural decline or correctable drift.
Read articleSince Elliott Hill replaced John Donahoe as CEO in October 2024, Nike's branded search share has slipped 1.4 points — with New Balance absorbing nearly all of it. Cross-purchase data shows 29% of Nike buyers also engage with New Balance, revealing a base of portfolio shoppers rather than returning loyalists.
Read articleWhen a product goes viral on TikTok, branded search spikes fast — then collapses. This guide tracks exactly what happens to search intent in the 72 hours after a viral moment, which brands converted the spike into sustained audience growth, and what they did differently.
Read articleBehavioral data on who's buying Hoka and Brooks, how their audiences differ on performance aspiration and lifestyle motivation, and what search and cross-purchase patterns reveal about a consumer who wants the benefits of running shoes without the runner identity.
Read articleResearch from Nielsen, McKinsey, and Parity shows women's sports fans are younger, more educated, and more responsive to brand sponsorship than the traditional male sports audience — yet the monetisation gap persists. Here's who the consumer is and what the data reveals.
Read articleTwo years after the Yeezy split, Measure's 29-month US consumer panel shows Adidas holding steady at 4–5% search share with no measurable scarring — while Nike sheds nearly half its category dominance. The recovery is real but structurally different from what was lost.
Read articleMid-market fashion brands like Mango, COS, Reiss, and Sézane are capturing spend from consumers who have moved away from fast fashion's disposability and luxury's inaccessibility. Behavioral data reveals a 25–44 cohort that has recalibrated its expectations — and found the most interesting brands competing in the middle.
Read articleFine jewelry is outperforming luxury fashion in 2026. Measure's behavioral panel reveals who's buying, why self-gifting has reshaped the category, and what cross-purchase signals say about the investment-piece mindset.
Read articleWhen someone books a one-way flight, their search behavior shifts from deal-seeking to identity-building. Discover which fashion, lifestyle, and gear brands see the biggest search uplift — and why they've become the default choice for consumers who are starting over.
Read articleFarfetch's near-bankruptcy in late 2023 and its emergency sale to Coupang triggered a wave of consumer defection that reshaped the luxury e-commerce landscape. This analysis tracks which consumers stayed, which migrated to Mytheresa, Net-a-Porter, or brand DTC channels, and what search and cross-purchase data reveals about the fragility of platform loyalty when brand trust collapses.
Read articleA data-led profile of the longevity and biohacking consumer — demographics, search behaviour, mainstream wellness overlap, and what cross-purchase patterns reveal about someone who treats self-optimisation as a structured hobby.
Read articleSpecialty coffee drinkers are not buying a beverage — they are buying an identity. This Predict report maps who is spending on specialty coffee, which brands are winning loyalty, and what cross-purchase data reveals about a consumer for whom the daily flat white is a non-negotiable ritual.
Read articleA significant pay rise reshapes consumer identity before it reshapes a shopping cart. Using Predict behavioural data, this article maps the exact brands that enter the consideration set in the 90 days after a major income uplift, which categories get upgraded first, and how search signals reveal the precise moment a consumer decides they now buy differently.
Read articlePadel has recruited retired professionals, suburban parents, and competitive athletes into the same demographic bracket. Here is what purchase data reveals about the sport's unusually broad consumer base — and what it means for brands.
Read articleA data-driven profile of consumers searching for continuous glucose monitors, cold plunge tubs, red light therapy devices, and sleep tracking rings — covering demographics, psychographics, mainstream wellness overlap, and cross-purchase behaviour.
Read articleConsumer search behavior after 10pm follows a different logic than daylight hours — one driven by impulse, emotion, and reward-seeking. This analysis maps the categories that peak at night, the brands capturing that intent, and what abandoned carts at midnight reveal about the psychology of modern buying.
Read articleCross-purchase cluster analysis revealing the brands winning the mindful wellness consumer who buys oat milk, yoga mats, journals, and linen in the same month — and the gaps no brand is filling.
Read articlePredict behavioral data reveals Versace's 18–34-skewed, fragrance-first buyer — a multi-brand luxury cohort that discovers through TikTok and Twitter but purchases deliberately. Plus: what the Prada acquisition and Pieter Mulier appointment mean for who buys next.
Read articleGlossier built its cult on community, minimalism, and peer referrals. Charlotte Tilbury built hers on glamour, aspiration, and hero products. We use search and cross-purchase data to reveal which brand has the more durable consumer relationship.
Read articlePrada and Miu Miu share a house but not a buyer. A Predict-powered breakdown of how the two Prada Group labels diverge by age, geography, purchase motivation, and cross-shopping behaviour — and whether Miu Miu's cultural surge grew the pie or just moved slices between plates.
Read articleA data-driven comparison of Rolex and Audemars Piguet buyers — who they are, how their age, aspiration, and purchase motivations differ, and what their search behaviour reveals about two brands competing at the apex of the serious watch market.
Read articleSearch data and cross-purchase signals reveal who buys Fila today — and why the brand keeps finding cultural moments without owning them.
Read articleBehavioral data reveals who buys Nike and Adidas football boots, how fan loyalty maps to brand preference, and what cross-purchase rates tell us about genuine loyalty in football.
Read articleDepop and Vinted started with the same proposition but have diverged into distinct markets. Here's what demographics, search behavior, and category data reveal about each platform's edge.
Read articleA data-driven look at how Malin+Goetz and Aesop win different premium grooming consumers — from discovery channel and purchase motivation to cross-brand behavior — and what the consumer who stocks both reveals about shelf-as-self-expression spending.
Read articlePredict behavioral data reveals Stone Island's buyer is male-skewed (gender index 174), bimodal in age, and actively searching at index 303 on Google. We compare both brands' audiences and ask whether they're genuinely competing or have settled into different corners of the same cultural space.
Read articlePatagonia and Arc'teryx once competed for the same outdoor consumer. Predict panel data on demographics, search behavior, and cross-purchase patterns reveals two premium brands now operating in entirely different cultural territories.
Read articleOttolenghi and Dishoom have each built multi-channel consumer empires from their restaurants. Using Predict, we compare who buys into each brand — across cookbooks, products, and experiences — and what cross-purchase behaviour reveals about the dining consumer who wants to take the restaurant home.
Read articleWho is buying Sergio Tacchini today, how its audience shifted from tennis court to streetwear, and what search behavior reveals about a heritage brand reclaiming relevance in a crowded market.
Read articleMackage and Moose Knuckles are Canada's two defining premium outerwear brands, but they chase very different customers. This guide compares aesthetics, pricing, audience segments, and what search trends reveal about where each brand is heading in an increasingly crowded aspirational outerwear market.
Read articleFishwife's buyers are millennial and Gen Z women who found the brand through social media and turned tinned fish into a lifestyle statement. This deep dive covers the brand's consumer profile, social media rise, and what cross-purchase and search data reveals about the shopper who went from charcuterie boards to seacuterie spreads.
Read articlePredict behavioral panel data reveals who's buying Lululemon vs Alo Yoga, how their audiences have shifted beyond the studio, and what search and cross-shopping behavior reveals about this high-stakes athleisure battle.
Read articleBehavioral data on Reformation and Ganni shoppers — who they are, where they overlap, and what cross-purchase signals reveal about whether the conscious fashion consumer and the trend-driven shopper are actually the same person.
Read articleArc'teryx wins outdoor apparel and brand reach; Salomon wins footwear authority and purchase depth. Data-backed head-to-head buying guide for 2025.
Read articleCowcowboy buyers are urban cyclists who treat helmet choice like a wardrobe decision. This brand deep dive unpacks who's buying, what search and cross-purchase data reveal, and why this consumer willingly pays 3–4× the category average for something they're required to wear.
Read articlePredict maps how fashion, beauty and food brands lose — or keep — their commercial relationships after a scandal. Here’s what search and purchase signals reveal.
Read articleMugler's buyer is 73% female, 18–34-skewing, and indexed at 174 for gender-diverse identities. Fragrance drives purchase; an archive re-discovery cycle is pulling Gen Z into the brand's orbit.
Read articleAmi Paris and Sandro both occupy Paris's accessible luxury tier, but they attract different shoppers. This data-backed guide compares audiences, price points, search intent, and cross-purchase behaviour to reveal which brand is better placed to capture the first-time luxury buyer trading up from high street.
Read articleA data-driven brand deep dive into who buys Versace today, how its consumer has shifted across five decades of cultural moments — from the safety pin dress to the jungle print revival — and what search and cross-purchase behavior reveals about luxury fashion's loudest house.
Read articleTracksmith and Satisfy Running both command premium prices from consumers who take their kilometres seriously — but they win on entirely different terms. Search data, cross-purchase patterns, and brand positioning reveal how each has turned running apparel into a deeply considered lifestyle statement.
Read articleMeasure behavioral panel data reveals which brands own America's bathroom cabinets, gym bags, and kitchen counters before 9am — and which categories are quietly winning the morning wallet.
Read articleZara and H&M dominate fast fashion from the same starting lane, but their consumers have diverged. Zara's shopper has aged into aspirational early-career adulthood; H&M's skews younger and more discovery-oriented. Behavioral panel data reveals who's really buying each brand — and what cross-purchase signals say about both.
Read articlePredict data reveals who buys Lululemon vs Alo Yoga, how their audiences have shifted, and what search and platform behavior reveals about this high-stakes athleisure battle.
Read articleSHEIN's search share has fallen nearly 5 points from its 2025 peak. Temu is the primary beneficiary — but cross-purchase data reveals the real story: H&M is flat, Primark is the quiet gainer, and most 'defectors' never really left.
Read articleWho buys Diadora today, how they compare to New Balance and Saucony buyers, and what resale and behavioral data reveals about whether the Italian heritage brand can sustain its revival.
Read articleHOKA owns the comfort-first, high-cushion runner and the healthcare crossover audience. On Running owns the design-literate, fashion-forward affluent millennial and Gen Z. This analysis maps who each brand wins, where their audiences overlap, and what search and cross-purchase data reveals about the race between two brands that arrived from nowhere — and are now challenging each other.
Read articleA data-driven look at who is buying Birkenstocks today, how the buyer profile has shifted from health-conscious comfort seeker to luxury fashion collaborator and back, and what search and cross-purchase data reveal about one of footwear's most enduring brands.
Read articleAI shopping agents are changing how consumers find fashion — algorithms now make the first move, surfacing brands before a shopper ever opens a search bar. This article explores which brands are winning AI-driven recommendations, how that differs from traditional search, and what the data reveals about the algorithm-first consumer.
Read articleAesop and Le Labo have built cult followings without traditional advertising, celebrity endorsements, or seasonal sales cycles. Consumer behavior data reveals who buys each brand, where their audiences overlap, and what cross-purchase behavior tells us about loyalty in prestige skincare and fragrance.
Read articleGraza and Brightland are the two brands defining the premium olive oil moment — but they're winning very different consumers. Here's who buys each, how they discovered an ancient ingredient reimagined, and what their shopping carts reveal about the rise of pantry-as-identity.
Read articleA Predict analysis comparing how Soho House and The Wing built membership communities that functioned as consumer identities — who joined, what they aspired to, and what subscription and cross-purchase data reveals about paying a recurring fee to become who you want to be.
Read articleA data-driven head-to-head comparing Represent Clothing and Rhude — brand DNA, consumer profiles, search share, cross-purchase behavior, and which brand wins for your wardrobe.
Read articleA data-driven comparison of how Pets at Home and Butternut Box are capturing different segments of the premium pet care market — examining who buys each brand, how audiences differ on spending and loyalty, and what cross-purchase behaviour reveals about the modern humanised-pet consumer.
Read articlePatagonia vs Fjällräven compared across price, sustainability, materials, and product range — find out which outdoor brand is right for you.
Read articleSupreme and Palace built global brands on manufactured scarcity. As streetwear crosses $200 billion globally, consumer behavioral data reveals who is actually buying each brand, how their core audiences have shifted as both scaled, and whether the drop-model hype cycle can still sustain them.
Read articleAn audience intelligence deep dive into Rapha's buyers — who they are, what they cross-purchase, how they search, and why the brand has built one of sport's most devoted communities by making cycling feel less like a hobby and more like a personality.
Read articleTwo British B Corp brands — Passenger Clothing and Finisterre — are quietly building loyal communities around sustainable outdoor and surf wear. Here's what consumer data reveals about who's buying each, where their eco-conscious audiences overlap, and what search and cross-purchase signals set them apart.
Read articleBehavioral panel data from Measure's Predict engine reveals who actually shops at COS and Arket, how they discover each brand, and which one fits your wardrobe and shopping habits.
Read articleThe watch market is no longer just about horology. Behavioural data on Rolex, Omega, and TAG Heuer reveals three distinct consumer architectures — and a category navigating the intersection of fashion, status, and financial asset.
Read articleThe cost of living crisis has not made consumers stop spending. It has made them significantly more deliberate about where they do. Here's what behavioural data reveals about the new selective spender.
Read articleConsumers are spending more on environments outside home and work. Here's which brands are winning the search for community — and what it costs to belong.
Read articlePredict data reveals who's actually buying Loro Piana: a younger, male-skewing, TikTok-native audience navigating a brand in careful balance between exclusivity and broader desirability.
Read articleHow Stüssy built four decades of cultural credibility without chasing hype — and what search and cross-purchase data reveals about who's buying now.
Read articleMen outspend women per luxury purchase—yet most brands still market to a female default. What behavioral data reveals about the male luxury buyer in 2026.
Read articleA behavioral deep dive into Kappa's current buyer — who's wearing the Omini in 2026, how the brand moved between Italian sporting heritage and streetwear, and what cross-purchase and search data reveals about a brand with serious archive credibility that has never quite converted cultural nostalgia into sustained commercial momentum.
Read articleMarathon culture has gone mainstream. Here's which brands are winning the influx of new runners, and what their search behavior reveals about identity, community, and kit.
Read articleLeBron, Serena, Federer — how athlete equity deals create different search and purchase outcomes than endorsements, and what it means for sports marketing.
Read articleHighsnobiety and Hypebeast have both evolved from editorial blogs into commerce platforms. Here's whose audience is more commercially valuable, and what their search behavior reveals.
Read articleUltra-premium travel spending is outpacing physical luxury goods. Here's who's spending, how they research, which hotel groups are winning, and what cross-purchase behavior reveals.
Read articleIn sunglasses, brand perception and celebrity association often outweigh product specification. Here's which brands are winning, how consumers research, and what search reveals about purchase intent.
Read articleMeasure Predict maps the 90-day search journey before a high-ticket luxury fashion or accessories purchase — revealing which brands dominate the research phase, which brands win conversion, and what the gap between them reveals about where the real battle for the luxury consumer is being fought.
Read articleSEO and paid search collectively drive around 49% of fashion e-commerce sales — far more than social. Quince, Arc'teryx, and Muji are proof that organic discovery, not cultural noise, is where genuine purchase intent lives. What behavioral data reveals about the labels building commercial traction quietly.
Read articleSkechers vs New Balance compared head-to-head across comfort, cushioning, support, price, and durability. Our 2026 buying guide helps you choose the right brand for walking, running, or everyday wear.
Read articleClarks shoes attract three distinct audiences simultaneously: heritage comfort buyers, streetwear converts drawn by Wu-Tang lore, and fashion-forward shoppers. Predict data reveals Gen Z has nearly tripled its share of Clarks buyers since 2024 — here's who's buying, why, and what it means for the brand.
Read articleGolden Goose's deliberately worn-in sneakers sell for $400–$600+ to some of the most intentional buyers in luxury. This deep dive covers who they are, how the consumer has shifted as the brand scaled past €734M in revenue, and what cross-purchase behavior reveals about the imperfection aesthetic as a luxury identity signal.
Read articleSneaker resale isn't dead — but the speculative boom is over. Explore who's buying and selling on StockX and GOAT, how margins have collapsed since peak hype, and what search behavior reveals about the category's future.
Read articleSalomon built its reputation on ultra-trail podiums and UTMB finishes. Then the XT-6 landed on A$AP Rocky and a 4,000% search spike followed Rihanna's Super Bowl appearance. This deep dive maps the brand's crossover from technical performance to streetwear phenomenon — who the two distinct audiences are, whether they overlap, and what divergent search behavior reveals about a brand that became a fashion moment without abandoning its core.
Read articleJacquemus and Ami Paris are the two defining names in contemporary accessible French luxury — both founded by young French designers, both built on a relaxed Parisian identity. But they attract different buyers. This guide compares aesthetic, price, audience data, signature products, and shopper fit so you can choose the right brand for you.
Read articleBalenciaga and Bottega Veneta are both Kering luxury giants — but they target opposite ends of the taste spectrum. This guide compares aesthetic, pricing, resale value, and shopper profiles to help you decide which brand is right for you.
Read articleUGG peaked in the early 2000s, became a punchline by 2010, and is now the #1 Gen Z brand by equity growth. Measure's behavioral panel maps who the UGG consumer actually is today, how three distinct trend cycles have shaped the brand's audience, and what search and cross-purchase data reveal about whether this time is structurally different.
Read articleConverse and Vans are two of the most iconic sneaker brands in the world — but they appeal to different lifestyles, aesthetics, and budgets. This head-to-head guide breaks down heritage, silhouettes, fit, price, and who each brand is really built for.
Read articleBehavioral panel data reveals who the Adidas consumer is in 2025 — a 25–34-year-old, TikTok-native shopper who converts hard on Amazon — and how the audience has shifted since the Yeezy fallout. Includes a direct comparison against Nike and New Balance across search, consideration, and conversion.
Read articleZara and Mango are Europe's two most-imitated high-street labels — but they target different shoppers, sell through different channels, and earn very different reputations online. This head-to-head breaks down style, price, quality, and who each brand is really for.
Read articleCarhartt's consumer base has shifted well beyond job sites. Behavioral panel data reveals who's actually buying the brand today, how Carhartt WIP rewrote its audience demographics, and whether workwear loyalists and streetwear converts share a shopping basket — or represent a brand pulled in two directions.
Read articleDr. Martens has survived punk, grunge, and the mainstream — but the brand's latest cycle raises a harder question: does it own its audience, or does it borrow it from whatever subculture is trending? Measure's behavioral panel maps the core consumer today, tracks how the audience has shifted across six decades of subcultural adoption, and reads search and cross-purchase signals to assess whether Dr. Martens has durable brand equity or is riding a trend it doesn't fully control.
Read articleASICS grew 645% on GOAT, topped StockX's annual chart, and won Hypebeast Brand of the Year three times in four years. This deep dive unpacks who's actually buying — dedicated Gel-Kayano and Gel-Nimbus performance runners vs a Gen Z lifestyle cohort who found the brand through Y2K retro culture — and what their divergent search behavior reveals about how a performance brand successfully straddles two very different audiences.
Read articlePuma and Reebok both occupy the affordable athletic footwear space — but they attract very different shoppers. This guide compares brand DNA, product range, price, and real purchase behavior data from Measure Predict to tell you which brand wins for your needs.
Read articleSupreme's search volume fell nearly 30% between 2022 and 2024. Resale premiums dropped from 67% to 57%. EssilorLuxottica paid $600M less for the brand than VF Corp did four years earlier. This is a behavioral read of what those numbers mean — and what happens to a brand built entirely on scarcity when it becomes a corporate asset.
Read articleHow Pangaia built a material science identity, who actually buys versus who only engages with the brand's environmental messaging, and what search behavior reveals about the gap between values-led positioning and purchase intent.
Read article69% of Versace's US audience is 18–34. Conversion events are 0.5% of the funnel. Eros dominates both Google and Amazon search. Predict data on who actually buys Versace, what search behavior reveals about a brand whose cultural footprint consistently outpaces its commercial one, and what Prada Group's premiumization push means for the accessible-luxury cohort that built it.
Read articleChoosing between Miu Miu and Prada? This head-to-head guide covers heritage, aesthetic, pricing, and audience — so you can buy with confidence.
Read articleA head-to-head comparison of Loro Piana and Brunello Cucinelli across fiber quality, price, style, and buyer profiles — with clear buying recommendations for every type of ultra-luxury shopper.
Read articleStone Island or CP Company? We compare heritage, buyer demographics, design DNA, and price — backed by real behavioral data — so you can choose the right brand.
Read articleRepresent Clothing built a global premium streetwear audience from Manchester without celebrity founders or US heritage. Behavioral data from Measure's panel reveals who the premium streetwear consumer is, where they shop, and what the cross-purchase opportunity looks like for non-US brands competing alongside Fear of God and Amiri.
Read articleA head-to-head comparison of Longchamp and Strathberry across quality, price, style, and resale value — with clear recommendations for every buyer type.
Read articleLevi's consumer skews 25–34 and male, with a near-10× Amazon over-index that signals strong purchase intent. But the brand's search leadership in fashion apparel is under structural pressure from fast fashion's browse dominance and premium denim's upmarket pull. This is the behavioral read on where Levi's stands — and who's coming for the category it should own.
Read articleZara's US shoppers are 74% under 35, with Gen Z and younger Millennials over-indexing sharply against the panel. UK shoppers skew older and show deeper purchase intent. Measure's behavioral panel reveals how the world's largest fast fashion brand stays relevant across generations — and what search, platform, and cross-market data says about a brand that moves fast without becoming disposable.
Read articleA head-to-head comparison of Coach and Kate Spade across quality, price, style, and resale value — with clear recommendations for every buyer type.
Read articleBehavioral panel data on who buys Timberland today: 68% aged 18–34, male-skewed, fashion-motivated. How the yellow boot's audience shifted from workwear to streetwear — and what search signals reveal about brand relevance across two very different consumer tribes.
Read articleA head-to-head comparison of Moncler and Canada Goose covering warmth, price, quality, sustainability, and style — with a clear buying guide to help you pick the right luxury parka.
Read articleNew Balance built one of the most-talked-about brand turnarounds in sneaker culture without chasing a single trend. Measure behavioral data reveals who their audience really is — youngest of the major three, luxury-adjacent, sustainability-conscious — and what model-specific search behavior says about a brand winning on its own terms.
Read articleFounded in 1935, Descente has spent 90 years perfecting performance ski outerwear in Japan. Now a new wave of Western consumers is discovering it — and search behaviour shows the appetite extends well beyond the core ski enthusiast.
Read articleMeasure Predict panel data compares Ralph Lauren and Tommy Hilfiger on audience demographics, search behavior, brand perception across markets, and which consumer segments each brand is winning.
Read articleWho actually buys Hermès — and how the Birkin buyer, ready-to-wear customer, and homewares collector are three fundamentally different consumers. Demographics, digital behavior, and the search signals that reveal how Hermès engineers desire better than any other luxury house.
Read articleHow a mood board Instagram account became a $40M lifestyle brand — and what behavioral data reveals about Sporty & Rich's consumer, search signals, and commercial staying power.
Read articleA data-driven head-to-head comparison of Chanel and Dior covering audience demographics, search behaviour, brand perception by age group and market, and a definitive buying guide for luxury consumers.
Read articleGentle Monster holds 8–24% of branded search share in the US and UK against luxury fashion peers — without a brand dictionary entry, without a traditional ad playbook, and without the Western heritage most luxury houses rely on. This is a behavioral read of how an eyewear brand from Seoul built global cult status through retail experience, K-pop collaboration, and a refusal to sell conventionally.
Read articleData-backed breakdown of the 2025 luxury handbag consumer: who's buying, how the entry-level aspirational buyer differs from the heritage collector, which brands win each segment, and what search behavior reveals about one of fashion's most considered purchases.
Read articleUniqlo's US audience over-indexes 11x into COS and 9.4x into Everlane — not H&M or SHEIN. Measure behavioral panel data reveals a quality-disciplined, consideration-heavy consumer who converts in-store, cross-shops with Patagonia and Lululemon, and sits at the intersection of minimalism, functionality, and quiet cult status.
Read articleHome cooking now outpaces restaurant spending growth for the first time in decades — and the consumers driving it are reshaping how kitchenware and ingredient brands compete for attention. Measure's behavioral panel maps how home cooks discover brands, how search intent shifts from beginner to advanced skill levels, and which brands are pulling ahead in the consideration race.
Read articleTikTok Shop reached $64.3B in global GMV in 2025, growing 87% year-over-year — reshaping not just how people buy, but how they search. This report breaks down the categories most disrupted, the brands that have won biggest on native social commerce, and what the TikTok demand-generation flywheel means for search intent on Google and Amazon.
Read articleWhich search signals reveal resale intent? Which categories tip consumers toward secondhand first? A data-backed breakdown of how fashion shoppers choose between new and pre-owned — and which brands benefit most from dual-market discoverability.
Read articleA celebrity death is one of the fastest-moving demand events in consumer behavior. Branded search spikes within hours, platform engagement cascades from social to YouTube to Google to retail, and the tribute window closes in 72 hours. This analysis maps how fashion, music, and lifestyle brands are affected — and which ones are structurally equipped to convert the moment.
Read articleNew parents represent one of the highest-velocity consumer segments in the market. Discover which categories surge, which brands they abandon, and which brands successfully intercept this high-value life stage — powered by Measure Predict.
Read articleWhat actually happens to a brand when it goes viral? Using Stanley Cup tumbler behavioral data, this case study maps how search seasonality, audience demographics, and purchase intent shift across three phases: pre-viral utility, viral peak, and post-viral collab dependency.
Read articleFour distinct behavioral archetypes define online grocery shoppers — from habitual mission buyers to deal-hunting switchers — each requiring a different activation strategy.
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Nike leads on search discovery (15.2% share, #1 rank) and GenAI visibility (#2), but Adidas converts far harder — its purchase category share (7.8%) is 2.4× Nike's (3.2%), with a conversion stage share ~6× larger.
Read articleOura Ring and WHOOP are the two most-compared wearable health trackers on the market — but they solve different problems. This guide breaks down design, tracking features, pricing, subscription models, and who each device actually suits, backed by real consumer behavioral data.
Read articleSustainable fashion interest peaked sharply on TikTok in July 2025 then collapsed, while Google search held steadier with thrifting and circular economy as the dominant organic themes.
Read articleNike's audience is 5× larger and leads on search (13.6%, #1), TikTok, and GenAI — but HOKA wins with high-intent running buyers. Its audience over-indexes on Google Search (index 354) and YouTube, with a research-first purchase journey that mirrors how serious runners actually shop.
Read articleNew Balance leads on comfort, fit diversity, and value — with 19% revenue growth in 2025 — while Nike holds the edge in speed-focused performance, cultural cachet, and race-day technology. The right choice depends on your foot type, training goals, and budget.
Read articlePickleball has added more players in the last four years than tennis has in its entire US history. Using Measure's behavioral panel, we map who those players are, which brands are winning their equipment and apparel spend, and what their purchasing power reveals about one of the fastest-growing consumer niches in sports.
Read articleArc'teryx built its reputation in alpine climbing. Now two-thirds of its US audience is under 35, it indexes 1.6× male vs. the population, and luxury competitors are outpacing it on search momentum. Here's what Measure's behavioral panel data actually shows.
Read articleDe-influencing has moved from TikTok trend to measurable search behavior shift. This report breaks down which categories and brands are most exposed, where the signal is strongest, and whether the backlash against overconsumption is genuinely changing what consumers buy — or just how they talk about it.
Read articleWhen a celebrity acquires or launches a brand, branded search can spike to 3.4× its monthly average, audiences skew 18–34, and TikTok dominates discovery at 10× the general panel rate. Measure Predict behavioral data from Fenty Beauty, SKIMS, and Rare Beauty reveals how long the halo effect lasts — and which platforms capture it.
Read articleSoho House has built one of the most distinctive demand profiles in premium hospitality — skewing younger, more urban, and more values-driven than traditional luxury hotel consumers. This report unpacks who searches for Soho House, how that audience differs from Four Seasons or Marriott Bonvoy consumers, and what behavioral data reveals about the rise of community-led premium experiences.
Read articleAlcohol-free brand search drops 37% below the yearly average by February after Dry January ends. Discover which brands convert seasonal interest into year-round loyalty — and why spring is the real alcohol-free opportunity.
Read articleBehavioral panel data reveals that BookTok readers dramatically over-index on sustainability brands, craft retail, independent music, and long-form publishing — and buy more across every lifestyle category than the average consumer.
Read articleMeasure behavioral data reveals exactly how Black Friday and Cyber Monday shoppers diverge — covering category dominance, brand preferences, search intent shifts, and in-store vs online purchase intent across the full shopping weekend.
Read articleNetflix and Disney+ serve very different audiences. This data-driven guide — powered by Measure Predict panel data — compares pricing, content libraries, audience demographics, and bundle value to tell you which streaming service is right for you in 2026.
Read articleSwifties spend far beyond the merch table. Measure Predict data reveals the categories, brands, and platforms Taylor Swift fans over-index on — and what it means for marketers chasing superfan audiences.
Read articleReformation's core shopper is 25–34, 81.5% female, and arrives pre-warmed — 91% of activity is consideration-stage. Behavioral panel data on who drives sustainable fashion demand, how they search, and whether the brand is holding its niche as it grows.
Read articleOne in six luxury fashion shoppers also visits a resale platform — and 41% do so before landing on a brand's own site. This guide breaks down how consumers search for pre-owned designer goods, which platforms lead the market, and how resale is reshaping consideration for Louis Vuitton and Gucci, backed by Measure behavioral panel data.
Read articleLoro Piana indexes at 2,930 on Pinterest and 523 on TikTok. Brunello Cucinelli has the highest Google search index in the set at 486. The quiet luxury consumer has a distinct behavioral fingerprint — and it's reshaping how luxury brands compete for attention.
Read articleBehavioral panel data from Measure reveals which platforms own each stage of the travel booking journey — from AI-driven inspiration through OTA comparison to final booking — and what search terms signal changing traveler intent.
Read articleBehavioral data on how consumers discover skincare brands across Google, TikTok, Amazon, YouTube, and AI — which channels drive initial awareness, which convert, and how search query intent maps to purchase readiness.
Read articleDiscover when holiday gift research begins, which categories have the longest consideration windows, and how consumer search shifts from inspiration to purchase intent — powered by Measure Predict panel data.
Read articleHow do supplement and wellness consumers discover brands in 2025? Which search queries signal purchase intent on Google, Amazon, and ChatGPT? And which brands lead behavioral consideration? Backed by Measure Predict panel data.
Read articleBehavioral data reveals which plant-based brands retain Veganuary consumers after January ends — and why most plant-based search interest collapses by March. Here's what purchase behavior says about the gap between intention and habit.
Read articleSpotify and Apple Music both offer 100M+ tracks — but they differ sharply on price, audio fidelity, music discovery, and device reach. This head-to-head guide breaks down every major category with a clear verdict.
Read articleThe Skims shopper is 68% female, 71% aged 18–34, TikTok-native (index 949), and cross-shops Sephora, Nike, and Taylor Swift at dramatically elevated rates. Here's the complete behavioral portrait, powered by Measure Predict panel data.
Read articleGen Z and Millennials search differently, favor different brands, and follow distinct paths to purchase. This data-driven guide breaks down the generational split across search platforms, brand preferences by category, and conversion channels — backed by Measure behavioral panel data.
Read articleSuper Bowl advertising drives some of the sharpest branded search spikes in US media. Measure Predict's behavioral panel reveals which categories see the biggest lifts, how long the uplift lasts, and what the data shows about purchase intent.
Read articleAlo Yoga's search audience captured 53.5% of all recorded brand engagement in Q1 2026 alone — a step-change breakout powered by celebrity marketing, retail expansion, and a fiercely loyal Gen Z consumer. Here's what the behavioral data reveals.
Read articleGUESS captures 28.5% of all US fashion TikTok watch events in summer. Nike, Adidas, Lululemon, and SHEIN follow. But the real story is what happens after discovery — and why TikTok's role in fashion purchasing is consistently undervalued by last-click measurement.
Read articleStarbucks and Costa Coffee dominate the UK coffee market from opposite ends of the premium spectrum. This guide breaks down brand positioning, customer demographics, loyalty, digital behavior, and UK search performance — powered by Measure behavioral data.
Read articleDupe culture is concentrated in fragrance, beauty, fashion, and tech — with Skims, Baccarat Rouge 540, and AirPods generating the highest dupe search volumes on Google and TikTok. Predict panel data reveals which brands are most duped, whether dupe searchers convert to the original, and what search behavior signals about brand health.
Read articlePatagonia buyers are defined by far more than outdoor gear. Behavioral data from Measure's panel reveals a 25–44 cohort that over-indexes 7.6× into sustainability, cross-shops ethical fashion brands like Reformation and Everlane at 12× the panel rate, books boutique adventure travel, and invests in premium home design — a coherent values-first consumer identity that spans every spending category.
Read articlePeloton buyers are a premium lifestyle cohort that extends far beyond cycling and fitness. Behavioral data from Measure's panel shows they over-index 5.3× into sustainability, shop luxury beauty brands like Charlotte Tilbury and Tom Ford, health-forward food brands like Fairlife and Smartwater, and wellness tech — with Oura Ring as their single most behaviorally similar brand.
Read articleDuolingo has one of the most engaged free-tier audiences in tech — but only 0.3% of behavioral events signal paid conversion. Here's what funnel data and search behavior reveal about the gap between brand love and paying subscribers.
Read articleSubscription fatigue is reshaping brand loyalty across streaming, fitness, and software. See which categories are losing subscribers fastest, how consumers search before cancelling, and which brands are retaining audiences despite the trend — backed by Measure Protocol behavioral panel data.
Read articleApple iPhone buyers over-index on sustainability, music, baby brands, pets, and real estate vs Samsung buyers — revealing a consumer who skews premium, purpose-driven, and aspirational outside of tech. Powered by Measure behavioral panel data.
Read articleReddit is a primary research channel for consumers in tech, personal finance, skincare, and gaming — often before a Google search happens. Behavioral data from Measure Predict reveals the categories where Reddit-first discovery is strongest, how this shapes brand visibility, and what it means for SEO strategy.
Read article35–44 year-olds have the highest ChatGPT purchase-research penetration (4.0%). Retail & Shopping carries a 35% purchase intent probability — more than double any other category. And 56% of ChatGPT researchers also use Google. Behavioral data from Measure Predict.
Read articleAirbnb-proximate travelers concentrate 62% of pre-trip purchases on Amazon, led by grooming tools, travel wallets, portable snacks, and luggage. Measure behavioral panel data reveals the brands, search terms, and purchase patterns that define the full Airbnb pre-trip consumer journey.
Read articleAmazon search peaks 3 weeks before Prime Day, not on the day itself. Walmart sees a +249% site-visit spike during the event, and nearly 1 in 10 Prime Day shoppers visit a competing retailer on the same day. Measure behavioral panel data reveals the full arc of consumer search, cross-shopping, and purchase behavior around Prime Day 2024.
Read articleRhode Beauty has one of the most powerful cultural discovery engines in modern beauty. What it doesn't have — yet — is a reliable path from that discovery to purchase. We tracked the real search, browsing, and platform behavior of Rhode's audience across 30+ platforms. What came back wasn't what the brand's cultural heat would suggest.
Read articleEvery summer football tournament does something predictable to sportswear brand demand. We have two years of behavioral data that proves it — and the 2026 World Cup is bigger than anything in that dataset. The pattern is structural. The timing is knowable. And the brands that understand it before June 2026 will outperform the ones that figure it out in August.
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Anker leads consumer electronics purchase journeys in the US at 6.3% share, ahead of Samsung (4.7%), PlayStation (3.9%), HP (3.8%), and Samsung Galaxy (3.8%).
Read articleOwala leads drinkware category search at 4.31% vs Stanley's measurable 0.10% — not because Stanley lacks demand, but because its name is one of the most semantically ambiguous in search. The two brands' audiences behave entirely differently: Stanley consumers hunt drops and colorways; Owala consumers cross-shop functional challengers and don't look for dupes at all.
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Rhode Beauty consumers search primarily for lip products (34% of queries), with dupe-seeking at just 2% — concentrated on the Glazing Milk, not the Peptide Lip Treatment. The data profile is of a brand whose searchers are already bought in.
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New research from Measure Protocol reveals that ChatGPT is not replacing Google Search, it’s expanding it. Based on anonymized behavioral data from multi-platform users, the study found that consumers who actively use ChatGPT also perform significantly more Google searches. Discover how AI-powered discovery and traditional search are evolving into a complementary, multi-platform search experience shaping the future of digital behavior.
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AI is the new shelf, and the consumer asks for the brand by name. Across 674,038 real ChatGPT prompts, Starbucks dominates the coffee category, while sunscreen has no leader yet. Both are measurable openings.
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Measure Data gives teams a flexible behavioral data foundation for understanding what real people do across the environments that shape discovery, consideration and purchase.
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Search is a mirror: it reflects language, intent, fear, and curiosity all at once. Turning search behavior into strategy requires humility about what you can infer, discipline about what you should not claim, and a clear theory of what better decisions look like on the other side.
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Trust is not a slogan you add after the model ships. It is a property of systems: how identities are represented, how error is disclosed, and how teams respond when the world changes faster than the spreadsheet.
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Attention is scarce, expensive, and easy to misread. When every platform sells certainty, the honest work is to separate what is measured from what is merely counted and to build teams that can live with ambiguity without losing the plot.
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Most teams think measurement begins when a dashboard lights up. In practice, the hardest work happens earlier: deciding what should exist in the world as a signal, how it should be stewarded, and why anyone should trust it when incentives run in every direction at once.
Read articleMeasure Predict panel data reveals the New Era cap buyer is 54% male, concentrated in the 25–44 age band, and over-indexes on Music & Audio at 301, Sports & Recreation at 212, and Video Gaming at 203. Here's the full portrait: who's buying caps in 2025, how the sports fan consumer compares to the streetwear consumer within the audience, and what cross-category shopping reveals about the complete New Era buyer beyond headwear.
Read articlePredict behavioral data maps the 2025 woman shopping between high street and luxury — who she is, how Ganni, Rotate, and Stine Goya earn her consideration, and why she discovers widely but converts selectively.
Read articleWho buys premium denim in 2025? Behavioral data on demographics, search differences from mass buyers, lifestyle brand overlap, and whether the category is growing or consolidating.
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