Consumer app spending is up 73%.
Consumer app spending is up 73%.

Download the infographic to get visibility into digital buying behavior. See exactly who's buying on apps now—and why.

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Atlas FAQ

Q: What Data is included in Views?

A: Brick and Mortar data that shows visits to locations over time. App and Web Data showing traffic in each brand’s digital footprint. Opinion data that gives insight to consumer behavior and sentiment.

Q: What changes have been made to the data?

A: Behavioral data has been weighted to be representative of the US population. Data that may not be representative of trends (for instance employee visits to locations or stops in a parking lot of a location) are removed to avoid misrepresentation.

Q: Is any data excluded?

A: Yes, we remove data that might skew trends.

Q: How often is the data updated?

A: The data is refreshed every day. There is some data latency which means that data within 48 hours may update by a small percentage.

Q: Is the data weighted?

A: The behavioral data (OmniTraffic) is weighted to the US census at the demographic level. For more information please see our methodology page.

Q: What is “Median Dwell Time” ?

A: Dwell time is based off the median dwell time at that location to give the most representative dwell time.

Q: Are any of the brands grouped?

A: Yes, Albertsons and Kroger have their subsidiaries grouped into their national brands to address regionality considerations.

Q: What are the date ranges for the survey date? 

A: Opinion data comes from an MFour tracker survey which is fielding weekly since Q1 2020;
Offline trends go back to June 2020; 

Online trends go back to October 2020

Q: How are the MFour tracker surveys fielded?

A: Exit Surveys are sent to consumers as they exit locations that fall into the competitive set. These are represented by choices in the ‘Brands’ filter.

Q: What is the sample size?

A: Surveys are sent out weekly with a max response of 1600 and a typical response of 1000 consumers completing the survey. Sample sizes for specific filtered results are included in the summary when hovering over Consumer Sentiment KPIs.

Q: How are non-buyers determined?

A: This is based on an inference from the survey question “were you able to find all items you were looking for at {locationtheyvisited}?” 
Respondents who answer “I was able to find everything on my list” are considered buyers, otherwise they are considered “non-buyers” as they did not purchase all they would have. 

Most people who go to the grocery store will make a purchase so the intention to show missed sales opportunities.

Q: What was the survey question asked to derive the Purchase Driver insight?

A: Respondents are asked which products they purchased. Of those products, they are asked the following question to determine the purchase driver: “What was the most important factor in your purchase decision for each of these products?” ; responses are grouped by the products included in the survey which are represented by the ‘Category Filter’ in the Purchase Driver Drop Down.

Q: What were the question options consumers could choose to answer the Purchase Drivers survey question?

A: For each product the consumer indicated they purchased, they can select whether ‘Price’, ‘Brand’, or ‘Availability’ was the most important factor in their decision.

Q: What was the survey question asked to derive the TripType Ratio insight?

A: “What type of trip was this?”

Q: What were the question options consumers could choose to answer the TripType Ratio survey question?

A: Reflected in the chart breakdown, and more precisely listed here:

  1. Stock-Up – a planned shopping trip to replenish regularly used items and stock up on items for a week or longer
  2. Fill In – an as-needed shopping trip to purchase items for essential use or to tide over until the next stock-up trip
  3. Grab & Go – a quick trip to purchase a small number of food products (snacks, beverages or prepared foods) for immediate consumption
  4. Returns and Services – a shopping trip to return or replace items or to take advantage of store service
  5. Other

Q: What was the survey question asked to derive the Recommendation Score insight?

A: Based on how consumers answer the following survey question “Will you continue to shop at this {locationtheyvisited} in the future?” we infer their likelihood to recommend. ‘Yes’ Response Count – ‘No’ Response Count = Recommendation Score on the basis of time. Responses of ‘Maybe’ are disregarded from the calculation.

Q: What were the question options consumers could choose to answer the Recommendation Score survey question?


  1. Yes
  2. No
  3. Maybe
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