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For more than 35 years, Advantage has helped retailers and suppliers strengthen collaboration, elevate performance, and drive growth through trusted business-to-business (B2B) relationship insight. That foundation remains unchanged. What is changing is how we deliver that insight.
Business now moves faster than ever. Conversations unfold daily, not quarterly. Decisions must be made with speed, confidence and clarity. To meet this new pace of business, Advantage is evolving how insight is delivered. Launching in 2026, Advantage LiveLens will introduce an Always-On, real-time insight experience—powered by continuous feedback loops, connected data, and human-centered design—giving teams a dynamic, living view of partnership performance.
With Advantage LiveLens bringing this new model to life, here’s how Always-On insight creates a faster, clearer, and more connected understanding of partnership performance:
1. Continuous Insight for a Faster World
Our Always-On model moves beyond periodic, one-size-fits-all Advantage Report surveys, and replaces them with short, contextual conversations that happen when they matter most, for example: after key meetings, reviews, launches, or other meaningful interactions.
Looking ahead, each touchpoint will build on the last, creating a continuously refreshed view of partnership performance throughout the year. With Advantage LiveLens supporting this model, real-time insight will become easier to access, interpret, and act on, helping teams stay aligned, informed, and responsive as conditions change.
2. Designed Around Real Contributors
Insight can only be as strong as the voices behind it. In an Always-On model, contributors are engaged at the right moments, when context is fresh, relevant, and meaningful.
This experience respects contributors’ time and expertise by focusing on natural, relevant, and engaging interactions when collecting business partner feedback. Contributors clearly see how their input drives improvement, which deepens trust and encourages authentic participation. When feedback feels meaningful and connected to real business outcomes, everyone benefits.
3. From Data to Direction with Advantage LiveLens
Advantage LiveLens, our new client delivery portal, brings an Always-On research model to life. It gives supplier and retailer clients, as well as Advantage Advisors, a central location to access, understand, and act on continuous insight. By connecting results, recommendations, and readiness, Advantage LiveLens offers a single, living view of performance. With AI-assisted summaries and intuitive dashboards, it helps teams move from data to direction faster and with greater confidence.
4. The Same Trust, Now Working Harder
This evolution doesn’t replace what clients already rely on from business partner engagement; it builds on it.
Advantage LiveLens is anchored in the same trusted Advantage Report benchmark, now enhanced by continuous signals that make insight more dynamic and actionable than ever. The rigor, credibility, and partnership that define Advantage remain unchanged. What’s new is the added speed, visibility, and context that empower clients to make stronger decisions every day.
5. Shaping the Future of Collaboration
Evolving Advantage represents more than a product update. It’s a mindset shift. We’re moving from static reports to living insight. From measurement to momentum. From data to dialogue.
As we look ahead to 2026 and beyond, our focus is simple: to make insight easier to access, understand, and apply so every decision is informed, every relationship is stronger, and every action moves you forward.
Watch the full webinar: Evolving Advantage: Same trusted benchmark. New improved insights.
Ready to explore what Always-On insight means for your business? Connect with us to discuss how Advantage LiveLens and continuous insight can support your goals for 2026 and beyond.
