Syndicated data is a type of market research that involves compiling existing information from various different sources, such as retailer and product data, to provide a comprehensive market overview of a specific location, industry, or market. It is not specific to any one client and is generally collected by market research firms and then purchased by businesses who have a vested interest in the market. Syndicated data is often compared to retail direct data, but it has the potential to track industry trends along any scale of your choosing.

Syndicated data is a form of secondary research that allows organizations to find insights into products, services, industries, competitors, and markets through existing information and sources. It is a cheaper alternative to custom market research studies and offers actionable data-driven insights that can fuel business decisions.

Syndicated data can be categorized within two unique channels: syndicated store data and syndicated panel data. Syndicated store data collates product information such as sales trends, competitive analyses, distribution, price, and promotions. Since this data cannot be provided by any single retailer alone, it is collected and aggregated by third-party syndicated data companies. Syndicated panel data, on the other hand, is used to understand buyer behaviors such as store and brand loyalty, share of wallet, cross-purchasing, channel-shifting, demographics, and purchase frequency.

To tap into the benefits of syndicated data, companies need business intelligence tools that can analyze it. Data is only as valuable as the insights it provides, and syndicated data is vital context for businesses, but it must also be actionable to the business people who drive decisions.