In January 2025, Numerator and Kantar’s Worldpanel merged to create a global consumer data company. This brought together Numerator’s analytics platform and Worldpanel’s extensive panel data. On July 1, 2025, the new entity launched as Worldpanel by Numerator.

The site had to launch with the brand, without a transition period. It needed to establish credibility for brand managers and insights teams from the first visit. The scale of communication was vast: 563 billion brand choices, 130+ panels, 65 markets, 50,000+ brands, and 15,000+ retailers. The challenge was to present this information clearly without overwhelming users.

A data company’s website has a particular tension to resolve. The depth and breadth of the offering is exactly what makes it credible — but leading with complexity is the fastest way to lose a senior buyer who arrived with a specific question and needs an answer in under a minute.

The navigation architecture was built around the distinction between what Worldpanel does and what it covers. Panels (Purchase, Usage, Out of Home, Beauty, Fashion, Baby, Tech & Entertainment) tells buyers what kind of data they can get. Solutions (PanelVoice, Behavioural Analytics, Marketing Effectiveness, Segmentation) tells them what they can do with it. Markets gives regional teams direct access to the coverage and context relevant to their geography — a meaningful design choice for a platform operating in 65 countries where a brand manager in France has very different immediate needs than one in Brazil.

Three audiences visit the site with distinct needs: a category director evaluating Worldpanel’s methodology, a regional insights team seeking country data, and a C-suite buyer assessing the merged company. The UX serves all without forcing navigation through irrelevant content.

The panel and solutions sections use a tabbed design, allowing one page to showcase the full offering — Purchase, Usage, Out of Home, etc. Visitors can explore or focus on the panel type relevant to them.

The Markets section adds regional depth to global claims. Dedicated pages for Europe, Asia Pacific, and others demonstrate local expertise at scale. “Our coverage in Europe” is a navigable site section with market-specific data.

Worldpanel by Numerator launched on July 1, 2025 with a complete digital presence — a site that established the new brand, communicated the scale of the combined company, and gave buyers a clear path from interest to contact on the day the rebrand went live.

Trusted by Unilever, Haleon, Warburtons, and the world’s leading FMCG brands, Worldpanel by Numerator now has a digital presence that matches what its data actually does: gives brands a clearer, more confident view of how the world shops.