Strategic Intelligence for CPG, Consumer Electronics and Home Appliance Brands
Know what deserves your investment.
Turn complex growth questions into clear commercial decisions
– from brand and category priorities to what retailers will back.
Khatanalytics brings the judgment to define what needs to be understood and how best to develop the evidence.
Specialist depth in Consumer & Shopper Journeys combines with category, market and retailer intelligence to deliver strategic choices worth committing to.
Built on 20+ years of insights and analytics leadership at Samsung, Unilever and Nielsen.
Select Khatanalytics Clients
Your choices are getting harder.
Consumers keep changing. Categories and channels keep evolving. Retailers keep raising the bar. Meanwhile, budgets and bandwidth stay constrained.
Even with strong teams and substantial intelligence already in place, leaders still have to separate what matters from what merely looks promising, know where the evidence is sufficient and decide what warrants priority.
Three Dimensions of Intelligence.
Consumer & Shopper Journey Intelligence
Consumer and shopper decisions are shaped across the full journey – from emerging needs and discovery through shopping, purchase, use and experience.
We identify which moments matter most and why, so you can focus strategy and investment where they can have the greatest impact.
Category & Market Intelligence
Seeing where the brand can win requires looking beyond the brand – to how the category, market and competition are moving.
We assess category dynamics, growth spaces and competitive context to clarify where your brand can win, where differentiated value can be created and which opportunities warrant priority.
Retailer Partnership Intelligence
Winning, defending or expanding retailer partnerships requires more than strong sales – it requires a compelling, evidence-backed case for the brand and category.
We connect the most relevant consumer, shopper, category and market intelligence to strengthen category stories, sell-in and the case for continued or increased retailer backing.
Use one lens or connect all three. The right mix depends on the decision you need to make.
"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
The Experience Behind Khatanalytics
I’m Uzma Khatana Rauf, Founder & CEO of Khatanalytics. I bring 20+ years of insights and analytics leadership at Samsung, Unilever and Nielsen – with senior, cross-functional expertise spanning consumer, shopper, category, market and retailer decisions.
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 – Founder & CEO
I personally lead every Khatanalytics engagement, adding senior specialist expertise where needed.
A SIGNATURE KHATANALYTICS FRAMEWORK
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.
Our 4-Step Process
1. Start with your business goal
We align on the business goal and what success requires across the relevant functions. We then define the decisions to be made and the questions to be answered to make them well.
2. Build the right intelligence
We determine the best way to answer those questions – starting with what you already know, identifying the critical gaps, then adding only the research or analysis needed.
3. Turn intelligence into insights
We synthesize the relevant consumer, shopper, category, market and retailer evidence to uncover the underlying drivers, tensions and implications – creating a sharper perspective on the opportunity and what it will take to win.
4. Translate insight into commercial direction
We make the insights actionable: where to focus, what to prioritize and what deserves investment – then build the strategy and story your cross-functional teams and retailers can act on.
CASE STUDY
WE HELPED MAKE SAMSUNG THE
#1 BRAND IN US HOME APPLIANCES
Here's how:
-
60 Qualitative in-home ethnographies
-
32 Retail shop-alongs with eye tracking
-
60 Website user experience evaluations
-
Quantitative survey with 3,000 respondents
-
Sales Reps interviews in store
Result:
Achieved #1 market position and unlocked significant category growth opportunities
"Khatanalytics are experts in gathering meaningful insights that drive critical business decisions and strategies."
GM & SVP Samsung Home Appliances
Flexible ways to work with Khatanalytics
Whether you need to clarify a decision, close a specific intelligence gap, build a deeper intelligence foundation or add ongoing senior expertise, we can start at the level your business needs.
I.
Strategic Insights Diagnostic:
Clarify your cross functional goals and decisions, then assess what you already know, identify the critical gaps and deliver a prioritized learning roadmap within your budget.
Best for: "We have some good research, what should we do next?" or "We have a key retailer meeting, what useful learning do we already have?"
Duration: 2-4 weeks
II.
Targeted Intelligence:
A focused deep dive using existing research and new where needed to build intelligence in one priority area and answer a specific business question.
Best for: "We need clarity on our digital shopper journey" or "We need stronger category evidence for our Q2 Amazon review"
Duration: 4-8 weeks
III.
Comprehensive Intelligence:
A broader program that integrates existing knowledge with new research and analysis to answer a complex business question and deliver strategic recommendations across functions.
Best for: "How do consumers shop for and use our category?" or "We need a category vision for our brand and retailers"
Duration: 8-14 weeks
IV.
Strategic Advisory:
Ongoing senior insights leadership, strategic counsel and capability support for critical priorities and initiatives.
Best for: "We need strategic guidance for retail customer engagement" or "We're building our insights & analytics function and need help with strategy & design"
Duration: Custom