Industry Spotlight: Survey-Led Research for Retail Media Networks

In the rapidly evolving world of retail, data is no longer just a byproduct of transactions—it’s a strategic asset that can unlock new, high-margin revenue streams. As third-party cookies disappear and privacy regulations tighten, retailers are uniquely positioned to leverage their unified first-party data to create value for both their business and their brand partners. At the heart of this transformation is the rise of Retail Media Networks (RMNs), and survey-led research is playing a pivotal role in powering these platforms.

The Power of Survey-Led Research in Retail Media Networks

Survey-led research enables retailers to go beyond transactional data, capturing rich insights into customer attitudes, preferences, and motivations. By integrating survey data with first-party behavioral and transactional data, retailers can create a 360-degree view of their customers—fueling more precise audience segmentation, campaign optimization, and ultimately, more effective monetization of their data assets.

Key Benefits of Survey-Led Research for RMNs

Deeper Audience Understanding: Surveys reveal not just what customers do, but why they do it—uncovering lifestyles, attitudes, and aspirations that drive behavior across channels.
Enhanced Segmentation: Combining survey insights with first-party data enables retailers to identify and activate high-value audience segments, delivering more relevant and personalized advertising.
Closed-Loop Measurement: Survey data can be linked to campaign exposure and sales outcomes, providing advertisers with transparent, actionable insights and demonstrating the true ROI of RMN investments.
Privacy-First Personalization: Survey-led research is inherently opt-in and privacy-compliant, aligning with regulations like GDPR and building trust with privacy-sensitive consumers.

Building High-Margin Advertising Platforms

Retailers generate vast amounts of data every hour, from online browsing and in-store purchases to loyalty programs and supply chain movements. Traditionally, this data has been used to optimize operations and personalize customer experiences. The true potential, however, lies in unifying these data sources—enriched by survey insights—to power RMNs that offer:

New, high-margin revenue streams less susceptible to the fluctuations of traditional retail margins.
Closed-loop measurement that connects ad exposure directly to sales, both online and in-store.
360° customer insights for brand partners, enabling more effective targeting and campaign optimization.
Stronger customer relationships through relevant, timely, and privacy-conscious advertising.

Real-World Success: Transforming Retail with Survey-Led RMNs

A major U.S. grocer partnered with Publicis Sapient to design and implement a custom omnichannel RMN. By integrating first-party data across banners and linking the network to e-commerce operations, the grocer achieved 15x revenue growth in media sales and realized a $1 billion opportunity in new annual revenue. Advertisers benefited from closed-loop measurement, mapping each customer’s journey from ad exposure to purchase, while the grocer established a scalable foundation for future data monetization.

Technical and Privacy Requirements: Integrating Survey Data with First-Party Platforms

Launching a successful RMN requires more than just data—it demands a robust, flexible, and secure technology ecosystem. Key requirements include:

Centralized Data Platform: A cloud-based Customer Data Platform (CDP) or data lake that unifies customer, product, and transaction data across all channels, including survey responses.
Composable, API-Driven Architecture: Modern, modular systems that enable real-time data flow and seamless integration with e-commerce, marketing, and ad tech platforms.
Advanced Analytics and AI: Predictive models and machine learning algorithms to segment audiences, personalize offers, and optimize campaign performance.
Closed-Loop Measurement: Tools that connect ad impressions to actual sales, providing advertisers with transparent, actionable insights.
Data Governance and Privacy Controls: Strong frameworks for data stewardship, consent management, and compliance with evolving privacy regulations.

Survey-led research is inherently privacy-conscious, requiring explicit opt-in and providing clear consent mechanisms. Under regulations like GDPR, surveyors must be transparent about data collection and usage, offer participants control over their information, and ensure that all data is anonymized and securely stored. Integrating survey data with first-party platforms demands rigorous data governance, robust consent management, and the ability to honor consumer requests for data access or deletion.

Driving New Revenue Streams and Future-Proofing Retail

The business impact of survey-led RMNs is profound. By unifying survey and first-party data, retailers can:

Monetize data responsibly, creating new revenue streams while maintaining customer trust.
Deliver hyper-personalized experiences that drive engagement, loyalty, and conversion.
Enable closed-loop measurement for advertisers, demonstrating the value of every media dollar spent.
Adapt to a cookieless world by building direct, trust-based relationships with customers.

Retailers who embrace survey-led research and robust data strategies are not only future-proofing their business against regulatory and technological shifts—they are also positioning themselves as leaders in the next era of digital advertising.

The Path Forward: Actionable Steps for Retail Leaders

To unlock the full value of survey-led research in RMNs, retail executives should:

Assess the current data landscape and identify key silos to prioritize for integration.
Invest in a flexible, centralized data platform that can ingest and unify survey and behavioral data.
Establish strong data governance with clear ownership, policies, and privacy controls.
Activate advanced analytics and AI to personalize experiences and optimize operations.
Monetize data responsibly by launching or scaling an RMN, ensuring all initiatives are customer-centric and privacy-first.

Why Publicis Sapient?

With decades of experience in digital business transformation and deep expertise in retail, Publicis Sapient is the strategic partner of choice for building and scaling Retail Media Networks powered by survey-led research. Our integrated approach combines strategy, technology, and data science to deliver measurable results:

Better customer experiences through hyper-personalization and relevant engagement.
Improved operational efficiency with AI-driven insights and automation.
Enhanced data visibility and collaboration across the enterprise.
Accelerated innovation and growth through new, high-margin revenue streams.

Ready to unlock the full value of your retail data? Connect with Publicis Sapient to start your transformation journey and turn your data into a powerful engine for growth.