“I avoid stevia.”
They buy the drink with cane sugar listed first, even when stevia is doing most of the work.
F&BConsumer insights boutique
Find the real reason shoppers buy.
Futurm is a consumer insights boutique for food and beverage brands. We go one layer past surveys and psychographics, to the behavior behind the buy, and turn it into moves that give your brand a real edge.
Real insight86%of shoppers said music didn't sway their wine pick. It did.
What they say
I avoid stevia.
What they doBuy the drink with cane sugar listed first, even though stevia does most of the work.
Our ecosystem
Brands that trust Futurm
From founder-led challengers to global category leaders, we help brands understand the people who buy them, and the people who walk right past.
The problem
Real insights live one layer beyond surveys, in the behavior behind the buy.
Survey data lies, and category reports are table stakes. To win, you need the small details that make someone reach for your brand, or walk past it.
“I choose foods high in protein.”
Only in certain categories, and each one has its own minimum grams before it counts.
“I prefer foods that are sustainable and local.”
Most won't pay more for it. They pay a premium for taste, function and lifestyle.
86%
The rational mind myth. 86% of supermarket shoppers insisted background music had no effect on their wine choice, even after French music drove 77% French wine sales and German music drove 73% German sales.
North, Hargreaves & McKendrick (1999), Journal of Applied Psychology 84(2).Our method
We go deep with your customers, and your non-customers.
A three-part approach built to uncover the real motivations behind a purchase, not the story a shopper tells themselves after the fact.
Interview
One-on-one conversations with your buyers and with the people who almost bought, to surface the tensions and tradeoffs driving both.
- Purchase triggers
- Walk-away price
- Segments
- What breaks repeat
- Word of mouth
Interview 14 · Lapsed buyer, 34 Recording
FU
What made you stop buying it?
JM
Honestly, I still like it. But it's only ever on the bottom shelf, and by the time I'm in that aisle I've already grabbed something.
FU
And at what price would you skip it?
JM
Over four dollars a can, I need a reason. Tell me why it's worth it.
InsightIt isn't the product. It's shelf position and a missing reason to pay more.
Observe
Shop-alongs, in-context behavior and real spending. We trust what people do over what they say they'll do.
- Shop-alongs
- Real spending
- Shelf-edge cues
- Displays that stop shoppers
$2.99$2.99$3.49$3.49$4.29$4.29$2.79
1Paused 6 seconds
2Compared price
3Picked up, put back
Social listening
We read every channel where your customers and future customers talk, to understand what they're thinking and feeling, in their own words.
- Store reviews
- TikTok
- YouTube
- Trade news
What people actually say · last 90 days
AmazonTargetWalmartRedditTikTok
Loves itMixedDislikes itCan't find it
Scored by people8,400+comments and reviews read for one brand
The deliverable: a prioritized action list.
Not a 60-page data dump. Every finding comes with what it means for your brand and what to do about it, ranked so your team can start right away.
Your action plan · Customer insight study
- Lead with "cane sugar" on front of packShoppers read ingredient order, not the claim.Quick win
- Move to eye level at your top two retailersLapsed buyers never reach the bottom shelf.Next quarter
- Give a reason to pay over $4Name the functional benefit on the can.Quick win
Why Futurm
Run by an operator and a researcher.
Greg Lorenzo has spent ten years inside growth brands, using consumer insights to get ahead of the competition. So we know which insights actually move the P&L, and which are just noise.
2×Depletions
Turned quant and qual consumer data into a brand story for Singani 63, driving distribution and shelf pull-through.
$156MRaised for brands
Across Super Coffee, Kefirkult, Stockeld, Aisle and more, by shaping each brand to reach its consumers.
$3BIn whitespace found
Including repositioning work for Super Coffee, Stockeld, Heineken 0.0 and The Maple Guild.
$1MRun-rate, year one
Launched Stockeld Dreamery in the US across retail and foodservice.
Always on
Futurm Dashboards
Thousands of weekly posts, reviews and articles about your brand and your competitors, sorted and scored by insights experts, with what it means for you and what to try next.
- Updated every week
- Brand scorecards
- Real sentiment, scored
- Monthly report
BuzzingRatings up 0.4in the last 30 days
Ready to find your real insight?
Tell us what you want to understand about your shoppers. We'll take it from there.