FMCG HQ
Data & Insights · Private Beta

Consumer intelligence in the language of the operator

Real-time velocity, sentiment, share-of-shelf, and competitive benchmarks — pulled from the operational signal flowing through FMCG HQ. Cohort one only, US-first, founding pricing locked.

Apply for beta accessSee integrations

Cohort one priority · Looker / Snowflake / BigQuery export · REST API access

app.fmcghq.com / insights
LIVE
VELOCITY
0
+18%
SENTIMENT
0
+0.4
REPURCHASE
0%
+9pp
90-DAY TREND+24% MoM
CATEGORY VELOCITY
Why CPG dashboards are broken

Most CPG “insights” are last week's news in last quarter's format.

The big CPG analytics platforms — Nielsen, IRI, Circana — are built for the categories that existed in 1995. They aggregate scanner data, deliver it in PDF or Looker, and charge $250K+ a year for it. The data's good. The latency is brutal: most reports lag two to four weeks. By the time you see that a SKU's velocity dropped 12% last month, you've already lost a reorder cycle.

FMCG HQ's Insights layer doesn't replace the legacy syndicated data — it complements it with the real-time operational signal the legacy platforms can't see. The signal that comes from sampling pilots, UGC engagement, retail-buyer pitch outcomes, and in-platform campaign performance. The signal that's actionable inside 72 hours, not 30 days.

We built this for cohort one with one operating principle: everything that's instrumented gets streamed. If you ran a sampling pilot, the readout is live. If UGC went into your ad account, the asset-level performance flows back. If your reorder cycle is approaching, the dashboard tells you before your fulfillment team does.

We're actively building the dashboard with cohort one input — every chart, filter, and export format is informed by what founding brands tell us they actually use. Apply for cohort one to shape it.

The Shift

What changes when the dashboard is fed by your own operations

With FMCG HQ Insights

  • Real-time velocity, UGC performance, and sampling signal
  • Cohort-level repurchase intent and lapsed-cohort recovery rates
  • Looker, Snowflake, BigQuery, Segment, Mixpanel, and REST API exports
  • Asset-level UGC performance tied back to brief hypothesis
  • Buyer-ready PDFs auto-generated from operational signal
  • Cohort one priority access to new chart types and data layers

Traditional syndicated data

  • 2–4 week reporting lag
  • Scanner data only — no consumer-level repurchase intent
  • PDF or vendor dashboard; no native data warehouse export
  • No tie back to creative or sampling cohorts
  • Custom decks are billable
  • Six-figure annual contracts with long renewal cycles
The Layers

Five data layers the Insights dashboard exposes

Each layer streams from a different part of the FMCG HQ operational stack. Together they form the most honest picture of how your brand is actually performing.

01

Sampling signal

Live readout from active sampling pilots: structured feedback completion rates, repurchase intent by cohort, taste / scent / efficacy scoring, top objections by segment, and lapsed-cohort recovery signals. The earliest leading indicator of product-market fit shifts.
  • Repurchase intent by cohort, by SKU, by region
  • Top objections surfaced as ranked themes from NLP analysis
  • Lapsed-cohort recovery rates with conversion offer modeling
02
Pairs with /ugc

UGC asset performance

Asset-level performance pulled from Meta, TikTok, and YouTube Ads APIs — tied back to the brief hypothesis each asset was testing. Which hook angle is winning. Which creator demographic is converting. Which platform is producing CAC payback fastest.
  • CPM, CTR, CVR, and ROAS by creative, platform, and audience
  • Hook / hold / payoff variant attribution (which structural choices win)
  • Auto-flag for underperforming assets that need refresh
03

Velocity + sell-through

For brands running DTC + retail. DTC velocity from Shopify; retail velocity from buyer integrations as they ship per the roadmap. Shelf-life-aware reorder forecasting tied to actual sell-through, not spreadsheet projections.
  • DTC velocity from Shopify / Magento / WooCommerce
  • Retail velocity from buyer integrations (per the roadmap)
  • Reorder forecasting tied to actual sell-through with shelf-life modeling
04

Competitive benchmarks

Share-of-shelf, share-of-voice, and share-of-search vs category leaders. Sourced from public retail data + first-party FMCG HQ network signal + opt-in benchmarking from cohort one peers. Honest about where the data's thin.
  • Share-of-shelf at named retailers (per the roadmap)
  • Share-of-voice across paid social (Meta, TikTok, YouTube)
  • Share-of-search on Amazon and Google
05

Compliance + listing health

Active flags on claim risk, listing health (Amazon, Shopify), and regulatory red flags across your active markets. The thing that catches a takedown notice before it lands.
  • Claim risk flags (clinical, “clean,” sustainability)
  • Amazon listing-health monitoring with auto-suppression alerts
  • Regulatory red-flag dashboard across active beta markets
When Brands Reach For This

Five questions Insights answers in 60 seconds

Questions that take days or weeks on traditional CPG analytics platforms. Cohort one gets them in real-time.

For Brand operators

Which SKU is dragging share, and why?

Velocity + sentiment + objections in one view. Surface the SKU losing share, drill into the cohort-level objection driving it, decide whether the fix is formulation, packaging, or claim.
Time to answer
<60s
For Paid social leads

Which UGC asset variant is printing money?

Asset-level performance tied to the brief hypothesis. Hook-A is winning over Hook-B by 3:1 ROAS. Hold-C is killing the funnel. Refresh the creative roster around the winners.
Update
Weekly
Read the story
For Founders prepping a board update

What&apos;s actually moving the needle this quarter?

A single dashboard view: revenue, repurchase, CAC payback, sampling pilot signal, UGC performance, retail velocity. Build the board deck from the dashboard in 20 minutes, not three days.
Audience
Investors
For Retail-pitch teams

What evidence will close this buyer meeting?

Filter the dashboard to the buyer&apos;s trade area. Pull repurchase intent, UGC, velocity, and sentiment specific to that geography. Export the buyer-ready PDF. Walk into the meeting with evidence the competition doesn&apos;t have.
Output
Buyer PDF
For Reorder planners

Are we about to stock out — or sit on dead inventory?

Shelf-life-aware reorder forecasting tied to actual sell-through. Color-coded SKUs by reorder-risk band. The dashboard tells your fulfillment team what to reorder before the fulfillment team tells you.
Cycle
Live
The Alternatives

Insights vs traditional CPG analytics

Different tools for different jobs. For real-time operational signal from your own brand, the FMCG HQ stack is purpose-built.

CapabilityFMCG HQ (beta)Nielsen / IRI / CircanaBI tool (Looker / Tableau)In-house data team
Real-time signal
If you build itIf they build it
Sampling-pilot readout integrated
UGC asset-level performance
PossiblePossible
Native data-warehouse export
Add-on
Buyer-ready PDF auto-gen
Custom decks billable
Cohort-level repurchase intent
Custom build
Annual cost
Founding-cohort, locked$100K–$500K+Tool + headcount$300K+ headcount
Cohort one priority

Four capabilities cohort one ships with

Each is being built with founding-brand input — every chart that lands ships because cohort one asked for it.

Capability 01

Live Signal Dashboard — cohort one only

The single-pane operational view. Repurchase intent by SKU, UGC performance by platform, velocity by retailer, sentiment by cohort. Filters by date range, geography, retailer, creator, and pilot. Everything that's instrumented streams live; nothing's two weeks late.
  • Real-time refresh — no overnight batches
  • Drill-down from SKU to cohort to individual recipient feedback
  • Saved views per team member (paid social, retail, founder, board)
Live Signal Dashboard — cohort one only
Capability 02

Data Warehouse Export — your stack, not ours

Native connectors for the analytics stacks brands already run. Looker, Snowflake, BigQuery, Segment, Mixpanel — your data lands in your warehouse on whatever schedule you set. If you live in Looker, the dashboard ships as a Looker block. If you live in Snowflake, the data's a synced table.
  • Looker block + dbt model
  • Snowflake / BigQuery share
  • Segment + Mixpanel event streams
  • REST API + webhooks for everything else
See integrations
Data Warehouse Export — your stack, not ours
Capability 03

Buyer Evidence Builder — pitch decks from the dashboard

The output retailers actually want. Filter the dashboard to the buyer's trade area and category, click “export retail evidence,” get a buyer-formatted PDF with cohort-level repurchase intent, UGC samples, sentiment readout, and competitive benchmarks. Walk into the meeting with evidence the competition doesn't have.
  • Buyer-formatted PDF (named retailer templates available)
  • Geographic specificity (trade area filtering)
  • Compelting competitive benchmarks pulled from FMCG HQ network signal
Buyer Evidence Builder — pitch decks from the dashboard
Capability 04

Roadmap Feedback Loop — vote on what we build next

Cohort one founding brands have a private board that drives Insights roadmap prioritization. Need a new chart type? Vote it up. Want shelf-life-aware reorder forecasting? Already shipped because cohort one asked first. We build what founding brands need next, not what looks good on a pitch deck.
  • Private roadmap board for cohort one founding brands
  • Vote-up prioritization on new chart types and data layers
  • Shipped roadmap items credited to the requesting brand
Roadmap Feedback Loop — vote on what we build next
“The most useful chart we ever shipped was the one a cohort one founder Slacked us at 11pm on a Thursday. The biggest mistake CPG analytics vendors make is building dashboards for what their roadmap says, not what their customers ask.”
Founding Team
FMCG HQ Insights
Cohort One Promise

What founding brands get from Insights

Vote
On the roadmap

Founding brands vote on which charts and data layers ship next. We build what cohort one needs.

Native
Stack exports

Your data lands in Looker, Snowflake, BigQuery, Segment, or whatever you run today — no vendor lock-in.

Locked
Founding pricing

Whatever pricing we agree during beta stays with your account for the life of the relationship.

Owned
Your data

Your sampling, UGC, and velocity data is yours. Exportable, deletable, never sold.

FAQ

Common questions we get

Live SKU velocity, sentiment, share-of-shelf, share-of-voice, and competitive benchmarks. Streamed in real time as cohort one operational signal lands.
Real-time for first-party signal (your sampling, UGC, retailer feeds). Daily for syndicated panel data. Weekly for competitive benchmarks.
No. The dashboard is built for brand operators, not data scientists. Drill-down available; SQL access exists for teams that want it.

Have more questions? Please contact our team.

Related reading

Apply for Insights access in cohort one

Private beta · founding pricing locked · real-time signal · native stack exports · no long-term contract. We respond within one business day.