X5 Enters Russia's Market for Research Services
X5 is beginning to sell research services based on checkout data and the "X5 Voice" panel. Suppliers will receive tools for studying shoppers — their motivations, values, and needs.
X5 is launching a new product on the Russian market: the company is beginning to sell research services to suppliers and other market players. Information about this appeared on the retailer's website. Clients of the new division will gain access to tools for studying shoppers — essentially, X5 is turning its own consumer behavior data into a standalone business.
The technological backbone of the service is surveys and checkout data. By analyzing these, X5 promises to reveal clients' motivations, values, and needs. The company believes this will help suppliers create new products and communicate with audiences more precisely.
Surveys are conducted among customers of X5's retail chains and businesses, as well as through its own online panel, "X5 Voice." The panel brings together tens of thousands of anonymized profiles with detailed information on purchasing behavior and socio-demographic characteristics — marital status, presence of children, income level.
In the market, X5 will face competition from specialized players. The largest research holdings operating in Russia are Romir and Nielsen. Romir runs its own household scan-panel, which records actual purchases made by Russians. Nielsen in Russia studies the fast-moving consumer goods (FMCG) market and regularly publishes data on retail and shopper behavior, including on the pages of AdIndex.
The competitive landscape in this segment shifted just recently. The international Nielsen/GfK group completed the sale of its Russian assets. The buyers were venture investor Konstantin Leonovich and Alexey Dorofeev. Following the deal, Leonovich received 60% of LLC "GfK-Rus," while Dorofeev's structure received 40%.
Nielsen's Russian assets also changed hands: according to EGRUL data, on September 25, 100% of LLC "AC Nielsen" was transferred to LLC "Konversiya," owned by Leonovich. Both divisions — "GfK-Rus" and "AC Nielsen" — will be led by Dorofeev.
X5's entry into the research segment changes the balance of power: the retailer has something that traditional research agencies do not — direct access to actual purchase data from millions of customers. The "X5 Voice" panel complements checkout data with socio-demographic profiles, making it possible to link real behavior with household characteristics. For suppliers and brands, this offers an alternative to the traditional panels of Romir and Nielsen — now under new Russian ownership.
Original: x5.ru
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