What Are Shopper Attributes?
Shopper Attributes allow you to narrow a Narrative to shoppers with selected characteristics. For example, you can focus your analysis on millennial shoppers, households with children, shoppers in a particular region, or shoppers who meet a combination of criteria.
Shopper Attributes are similar to People Groups because both capabilities define a particular group of people. However, Shopper Attributes are more focused in scope. Instead of selecting or building a complete People Group, you choose from supported attributes directly within the Narrative builder.
Your selections apply to the entire Narrative. The resulting topic cards describe what is happening among shoppers who meet the selected criteria.
Shopper Attributes can be used with any Narrative. The Shopper Attributes prompt appears as an optional selection when you choose the prompts for your Narrative.
If you do not make a selection, the Narrative will analyze the full eligible shopper universe.
Available Shopper Attributes
The Shopper Attributes prompt is organized into three top-level folders.
Demographics
The Demographics folder includes demographic, household, life-stage, purchase-power, and geographic characteristics.
Psychographics
The Psychographics folder includes attributes related to shoppers’ attitudes, preferences, and perspectives.
Media Consumption
The Media Consumption folder includes attributes related to shoppers’ media behaviors and channel usage.
How to Add Shopper Attributes to a Narrative
When selecting the prompts to build your Narrative, notice the optional Shopper Attributes prompt.
To focus the Narrative on shoppers with selected attributes:
Open the Shopper Attributes prompt.
Select one of the three top-level folders:
Demographics
Psychographics
Media Consumption
Navigate to the attribute you want to use.
Select one or more values.
Repeat these steps if you want to add criteria from another attribute folder.
Continue building your Narrative.
How Multiple Selections Work
Selections within the same attribute folder use OR logic. This means a shopper can match any of the selected values.
Selections from different attribute folders use AND logic. This means a shopper must meet criteria from each folder.
Example: Multiple Values Within One Attribute Folder
You select:
Age (Brackets): 25–34
Age (Brackets): 35–44
The Narrative includes shoppers who are 25–34 or 35–44.
Example: Combining Different Attribute Folders
You select:
Age (Brackets): 25–34
Census Region: Midwest
The Narrative includes shoppers who are both 25–34 and located in the Midwest.
Example: Combining Multiple Values and Folders
You select:
Age (Brackets): 25–34
Age (Brackets): 35–44
Census Region: Midwest
The Narrative includes shoppers who are 25–34 or 35–44 and who are also located in the Midwest.
How Shopper Attributes Affect a Narrative
Shopper Attributes filter the shopper universe used throughout the Narrative.
For example, if you select millennial shoppers, the topic cards describe the purchasing patterns, retailer behavior, product performance, or other insights associated with eligible millennial shoppers.
Shopper Attributes do not create separate breakouts within the Narrative. Selecting multiple age ranges, for example, does not create one set of topic cards for each age range. The selected values are combined into one shopper universe based on the selection logic described above.
Narratives automatically accounts for the selected shopper universe when calculating applicable topic cards and presenting their supporting language.
Shopper Attributes and People Groups
Shopper Attributes and People Groups both allow you to focus an analysis on people with selected characteristics, but they serve different purposes.
The People Group builder is a flexible tool for defining and saving shopper groups for use in Reports across Insights. Shopper Attributes provide a more focused way to define the shopper universe for a Narrative.
Need Help?
If you need help selecting Shopper Attributes or interpreting your Narrative, use the Support Chat in the bottom-right corner of Insights or contact your Numerator representative.
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Last Updated 8/5/2026