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consumer insights market research predictive modeling innovation forecasting analytics product portfolio management iri market structures segmentation mckinsey purchase panel hrcp custom online panels marketing analytics data collection marketing strategy blog score social media toolset linked to hierarchical purcha brand tracking hendry marketing ebitda strategic roi brand fortune 500 ceo strategy tns nielsen euromonitor sprits iced tea purchase structures energy drinks usage domains need states beer bottled waters carbonated soft drinks custom market research toamto sauce bbq sauce wine alcoholic beverage alcohol otc allergy data analytics mathematical models new product simulations pharmaceutical web analytics dashboard behavioral purchase market structure social media sentiment score