Don’t think of this as a one off project with a particular use and user in mind. Instead this is a database with elements relevant to many business functions and planning processes throughout the year. The primary users will be the category teams adapting brand marketing plans into category centric strategies and proposing these to retailers. Of course the National Account teams will be very involved in building the resulting retailer specific account plans, and will want to understand what makes each customer tick and where each has unique opportunities. Brand Managers should be planning their activities in the context of category and market insights. Our data is an important ingredient in this wider understanding. A great brand plan or NPD initiative helps grow the category and drives additional consumption and/or spend. Finally, your executive team knows the importance of execution to the shopper and strong partnerships with customers. This data is a great way to measure and track with the kind of objective numbers senior management live by.