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Insight Tailored to Your Partnerships

Custom research built on Advantage benchmarking that helps organizations address complex retailer-supplier dynamics, align teams more effectively, and strengthen partnership performance.

Explore the benefits
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Unlock the Advertiser Confidence That Drives Retail Media Growth

Retail media growth is being held back by advertiser confidence. When advertisers understand the value of your platform, investment grows. When they don’t, budgets shift. AGI helps retailers identify where advertiser confidence is strong, where it is breaking down, and what actions can unlock greater investment and strengthen long-term platform performance.

Turn Supplier Frustration Into Platform Investment

Suppliers make active decisions about where to direct their attention, resources, and investment. Platforms that earn supplier confidence attract greater engagement. Those that don’t lose share to competitors. AGI helps retailers identify where their MarketPlace platform is earning supplier investment, where friction is holding it back, and what actions will make it the first choice for supplier attention and spend.

Become the Retailer of Choice for Tomorrow's Innovators

Small suppliers are one of retail’s fastest-growing segments — a source of innovation, differentiation, and growth. Retailers that earn their trust gain access to new products and ideas. Those that don’t lose that opportunity to competitors. AGI helps retailers identify where smaller supplier relationships are working, where barriers are limiting collaboration, and what actions can strengthen engagement and unlock new sources of growth and innovation.

Make Private Label the Engine of Category Growth

Private label is growing faster than mainstream brands and plays a central role in category differentiation and margin performance. Retailers that build strong private label supplier partnerships accelerate innovation and grow faster. AGI helps retailers identify where private label supplier relationships are driving joint innovation, where friction is slowing progress, and what actions can strengthen collaboration and build a more competitive private label offer.

Build a Supply Chain That Works Harder for Both Sides

Supply chain efficiency depends on how well retailers and suppliers work together. When collaboration is strong, costs fall, availability improves, and resilience grows. When it breaks down, everyone pays. AGI helps retailers identify where supply chain collaboration is creating value, where friction is limiting performance, and what actions will improve efficiency, reduce costs, and strengthen resilience for both sides.

Custom Solutions Success Stories

“[Our custom report] allows us to monitor how we’re actually delivering our strategy.”

Johnathan TorrHead of Packaged, Coles

"The greatest benefit with Advantage is to have something concrete. Anonymous feedback gives us a real sense of what our suppliers are trying to tell us."

Capucine JacominChief of Staff to the Group Merchandise Executive Director, Carrefour

"We learned our suppliers wanted more face time and focus with our sales team. Based on that, we created a program that allowed us to achieve that goal."

Melissa ZoccoliVP, Supplier Services and Marketing, UNFI

"[Our custom report] enabled Diplomat to use its resources in more beneficial ways for our customers."

Tal WeingartenChief Strategy Officer, Diplomat Group

Designing Your Custom Solution

Every Advantage Custom Solutions program follows a proven, four‑step process designed to turn focused listening into clear, actionable insight and measurable performance improvement.

Establish What Success Looks Like

We work with your organization to define clear objectives, priority audiences, key topics, timing, and budget. Together, we determine which partners, competitors, or segments to include and select the right combination of quantitative and qualitative approaches to support your performance goals.

Engage the People You Need to Hear From

Our team gathers feedback using the methodologies best suited to your audience and objectives. Through thoughtful outreach and flexible timing, we engage respondents when they are most likely to participate, often achieving response rates above industry norms.

Identify Patterns That Drive Action

Feedback is processed, segmented, and benchmarked against competitors and leading industry standards. Quantitative results and qualitative feedback are analyzed together to uncover strengths, gaps, and emerging patterns that matter most to your business. Year-over-year comparisons also help organizations understand how performance is evolving over time.

Turn Findings into Meaningful Action

You receive a custom insight report, interactive dashboard, and guided working sessions with your Advantage Advisor. Together, we review findings, align on priority areas, and translate insight into focused actions that support measurable improvement and stronger partnership performance. 

Greater Program Flexibility

Advantage Custom Solutions give you greater flexibility to gather more timely insight through focused, strategically designed engagement programs. These programs help teams identify emerging opportunities earlier, respond more proactively to changing business needs, and align insight cycles more closely with planning and decision-making processes.  

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Custom Solutions Benefits

Targeted partnership insight becomes a powerful driver of improvement when it's actionable, strategically aligned, and grounded in the perspectives of the right business partners.

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Magnifying glass icon representing analysis to uncover business opportunities and risks. Uncover Opportunities and Risks
Uncover Opportunities and Risks

Structured feedback reveals emerging risks, operational friction, and overlooked opportunities that may not be visible internally, helping organizations respond earlier and prioritize action more effectively.

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Opposing arrows icon representing strategic alignment with changing market conditions. Align Strategy with Business Reality
Align Strategy with Business Reality

More frequent insight helps organizations validate strategic decisions, adapt to changing partner expectations, and ensure initiatives remain relevant and effective.

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Lightning bolt icon representing improved efficiency and increased business profitability. Improve Efficiency and Profitability
Improve Efficiency and Profitability

Partnership insight helps organizations identify operational inefficiencies, streamline operations, reduce waste, and improve profitability across the business.

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Dollar symbol with upward arrow icon representing revenue growth and customer retention. Strengthen Growth and Retention
Strengthen Growth and Retention

Organizations that act on partnership insight are better positioned to deepen business relationships, improve retention, build stronger alignment, and drive sustainable revenue growth.

What Will I Receive?

With Advantage Custom Solutions, clients benefit from a complete set of tools built for action: a sharp insight report, live performance dashboards, and a hands-on advisory session that cuts through complexity and drives decisions that move the business forward.

View Sample Report
Advantage Custom Solutions Insight Report Cover

Let’s Design the Right Partnership Listening Program

Define the right partners, priorities, and approach to gather the insight your organization needs to strengthen alignment, improve execution, and drive measurable performance improvement.

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Frequently Asked Questions

Answers to common questions about partnering with Advantage on custom partnership listening programs.

What is Advantage Custom Solutions?

Advantage Custom Solutions is tailored engagement research offering designed around your specific business priorities. It allows you to go beyond standard benchmarking to capture deeper, more targeted insight from the partners that matter most.
How is Custom Solutions different from the syndicated Advantage Report?

The syndicated Advantage Report follows a consistent structure, timing, and benchmarking framework across a broad market. Custom Solutions is designed entirely around your business, including who you survey, what you ask, and which insights are prioritized. 
Can I use the standard Advantage Report framework for my custom research program?

Yes. If the Advantage Report framework aligns with your objectives, it can be used as a foundation and adapted with tailored questions, competitive perspectives, or deeper exploration of priority topics.
How do you ensure the research is relevant to my business?

We begin with a thorough discovery process to understand your objectives, audiences, and operating model. Every question, metric, and output is then designed to reflect your market, channels, strategic priorities, and business structure.
Who do you survey in a custom program?

You determine which partner audience you’re seeking feedback from. Custom Solutions can gather insight from specific customers, suppliers, distributors, internal teams, or other stakeholder groups depending on business objectives. 
How long does a typical custom research project take?

Most projects run 10–12 weeks from kickoff to final reporting, depending on scope, markets, and methodology. Timelines can be accelerated for time‑sensitive initiatives or structured as ongoing programs.
Do you work globally or only in certain markets?

Advantage Custom Solutions can be executed in any market worldwide. Programs can be structured locally, regionally, or globally, with flexibility to adapt language, timing, and methodology to each market. 
What types of insights will I receive?

You’ll receive actionable insights tied directly to your objectives, including performance drivers, operational friction points, risks, and opportunities, supported by clear recommendations to guide action.
What will I receive when I purchase a Custom Solution?

You’ll receive a clear, easy‑to‑use insight report, access to interactive dashboards, and a guided working session with one of our Advantage Advisors. Together, we’ll walk through the findings, discuss what they mean for your business, and align on practical next steps and focused action.