Consumer & Shopper Journey Intelligence
Engineer Your Consumer & Shopper Journey.
Apply Fortune-100 insights to pinpoint exactly where to invest for maximum ROI.
We identify your highest-ROI consumer and shopper journey touchpoints – helping growth-focused CPG and consumer electronics brands strategically invest marketing dollars to build consumer loyalty and win at retail.
Helping ambitious brands accelerate growth.
Consumer journeys are shapeshifting.
Is your strategy?
Consumers crave certainty.
​Over half of consumers now see uncertainty as their new normal - double from last year.
They're not just craving stability; they're demanding brands be their anchor.
The brand connection gap is costly.
58% of consumers say brands don't understand them.
The price? 1 in 3 will switch to whoever makes them feel valued.
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And retailers are watching. Without data proving you understand both your consumer AND their shopper, you risk losing distribution to brands that do.
AI: The new decision maker.
Gen AI is growing as a trusted partner, mediating how consumers discover, evaluate, and buy.
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For active users, AI is already their #2 purchase advisor.
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Brands that don't optimize touchpoints for both human and AI (that see, reason and decide differently), risk being bypassed.
The precision imperative.
While almost all companies know positive customer interactions drive success, only 38% deliver them well.
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Tighter budgets. Higher ROI expectations. Growing complexity.
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Success - for brands and retailers - demands precision: knowing exactly which touchpoints deserve investment.
In this new reality, yesterday's strategies won't win tomorrow's consumers − or the retailers who control your distribution.
The path forward? Journey intelligence that evolves as fast as they do.
Data sources: Accenture: Me, my brand and AI Edelman: 2025 Trust Barometer
Gartner: Top U.S. Consumer and Cultural Trends for 2025 HBR: Rethinking Customer Interactions
"Khatanalytics are experts in gathering meaningful insights that drive critical business decisions and strategies."
GM & SVP Samsung Home Appliances
The consumer journey
only ends if you let it.
Typical consumer journey models don’t look beyond the
initial purchase.
Focusing on the shopping process alone limits your ability to understand, influence, and retain your consumers
With us, each touchpoint guides your consumer into a Loyalty Loop
By gathering crucial insights across all touchpoints throughout the full consumer and shopper journey, we enable brands to invest with precision —building brand loyalty and winning at retail.
Two Dimensions of Intelligence.
One Complete Strategy.
Consumer Journey Intelligence
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Every consumer and shopper touchpoint is a decision moment where loyalty is won or lost.
We identify which moments matter most and why — from initial discovery through post-purchase experience — so you invest in the touchpoints that drive the critical decisions turning one-time buyers into committed advocates.
Retailer Partnership Intelligence
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Winning distribution and premium placement requires more than strong sales — it requires data-backed partnership conversations.
We deliver the category insights and shopper intelligence that position your brand as a strategic partner to retailers like Costco, Amazon, and Walmart, creating win-win strategies that secure shelf space and drive mutual growth.
Our frameworks capture both.
You get unified intelligence instead of fragmented insights, empowering you to invest with certainty across your entire go-to-market strategy.
The Experience Behind Khatanalytics
I'm Uzma Khatana Rauf, Founder & CEO of Khatanalytics.
I spent 20+ years leading insights at Fortune 100 companies — delivering strategic insights that drive consumer loyalty and win retailer partnerships.
Samsung – VP Consumer, Shopper & Market Insights & Analytics
Unilever – Head of Shopper Insights, Pricing Analytics, Information Management
Nielsen – VP Custom Analytics, Client team lead – Kraft Snacks
Khatanalytics – CEO & Founder, clients include Church & Dwight, Kenvue, Midea, Brother
Fortune 100 rigor with boutique agility and proven frameworks powering cross-functional success.
Our process, simplified.
1. Ask the right questions
We get clear on the objectives of the relevant teams, as well as the larger business goals, and design the research project to meet them.
2. Find the right answers
We conduct comprehensive consumer and shopper research to determine which touchpoints lead to key buying decisions and retail conversions
3. Turn the answers into insights
We analyze the psychology behind each key touchpoint to determine how & why your customers shop, buy, and use your products — and what drives success at retail.
4. Make the insights actionable
No data dumps here. Instead, you get a step-by-step plan to optimize your consumer journey and retail strategy, reliably guiding your buyers into your Loyalty Loop and securing critical retailer partnerships, growing your ROI & sales.
"Partnering with Uzma was a highly valuable experience and partnership.
She is highly analytical, strategic, and collaborative, understanding research methodologies, business needs and how to connect the dots on the data to pull together compelling insights and recommendations."
Kenvue, Senior Director, Omni Shopper and Category Excellence
Our 4 levels of service.
Whether you need strategic direction, targeted insights, complete journey transformation, or ongoing partnership, we have an engagement model designed for your needs.
I.
Strategic Insights Diagnostic:
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Identify critical insight gaps in meeting your cross-functional business goals and design a prioritized roadmap to maximize ROI on your insights investments.
Best for: "We have some good research, what should we do next?" or "Our budget got cut, how do we optimize it?"
Duration: 3-6 weeks​
II.
Targeted Journey Intelligence:
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Surgical deep-dive into your most critical consumer or shopper learning gaps —delivering actionable insights for specific touchpoints.
Best for: "We need clarity on our digital shopper journey" or "We need insights for our Q2 Amazon review"
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Duration: 6-10 weeks
III.
Comprehensive Journey Intelligence:
End-to-end journey research pinpointing critical touchpoints and their impact — with cross-functional strategies to boost ROI, loyalty, sales and retailer success.
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Best for: "How do consumers shop for and use our products?" or "We need a strong category vision to win Retailers"
Duration: 8-14 weeks
IV.
Strategic Advisory:
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Fractional insights leadership, organization design, or specialized projects for ongoing partnership.
Best for: "We need ongoing strategic guidance for our retail customer engagement" or "We're building our insights & analytics function"
Duration: Custom