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Insight Tailored to Your Partnerships

Custom research built on Advantage benchmarking that helps organizations address complex retailer-supplier challenges and strengthen partnership performance.

Explore the benefits
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Targeted Insight for Large Supplier Communities

For retailers managing large and diverse supplier communities, Advantage Custom Solutions provide targeted listening that cuts through complexity. Designed with you, custom programs surface where engagement varies, where friction is emerging, and where focused action will deliver the greatest impact—helping retailers prioritize effort, strengthen alignment, and drive consistent performance at scale.

Actionable Insight for Complex Customer Relationships

For suppliers facing account‑specific friction, uneven performance, or complex stakeholder environments, Advantage Custom Solutions provide clear, actionable insight tied directly to commercial impact. Designed with you, custom listening programs highlight where relationships are breaking down, where opportunities exist, and what actions will drive measurable improvement.

Internal Insight for Large Organizations

Understanding your internal strengths and gaps is critical to delivering stronger external partnerships. Internal‑facing Advantage Custom Solutions help you gain a clearer view of how your organization operates—from alignment and collaboration to execution—so you can improve how you show up externally and build more resilient, high‑performing relationships.

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.

Establish What Success Looks Like

We work with you 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 mix of quantitative and qualitative methods 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. With flexible timing and thoughtful outreach, we engage respondents when they’re 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 best‑in‑class standards. Quantitative results and verbatim comments are analyzed together to reveal strengths, gaps, and opportunities that matter most to your business. Additionally, year-over-year comparisons highlight 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 the results, align on priority areas, and help translate insight into focused actions that drive measurable improvement.

Greater Program Flexibility

Advantage Custom Solutions allow you to gather more timely feedback from your business partners through a clearly scoped and structured engagement program. These programs help organizations increase engagement frequency, identify emerging opportunities sooner, and align engagement cycles strategically with your business planning cycles.

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Custom Solutions Benefits

Feedback becomes a powerful driver of improvement when it's comprehensive, actionable, and gathered from 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 Broad-based feedback reveals blind spots that internal teams may overlook—enabling proactive improvements.
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Opposing arrows icon representing strategic alignment with changing market conditions. Align Strategy with Market Reality
Align Strategy with Market Reality Frequent feedback helps validate strategic decisions and ensures relevance and competitiveness.
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Lightning bolt icon representing improved efficiency and increased business profitability. Enhance Efficiency and Profitability
Enhance Efficiency and Profitability Insights into business partner pain points help streamline operations, cut waste, and improve margins.
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Dollar symbol with upward arrow icon representing revenue growth and customer retention. Boost Revenue and Customer Retention
Boost Revenue and Customer Retention Acting on feedback improves customer satisfaction and loyalty, driving repeat

Let’s Design Your Next Listening Program

Define the right partners, scope, and approach for gathering insight your organization needs.
Talk to an Advisor

Build Your Custom Solution from a Proven Foundation

Design your custom listening program using frameworks and methodologies proven successful with existing clients. Two examples include:

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Voice of the Private Label Supplier

This solution helps retailers bring the voice of small and medium‑sized suppliers into focus—fueling innovation, strengthening local relevance, and building competitive advantage. By listening directly to these partners, retailers uncover barriers to collaboration and identify ways to create a more resilient, diverse, and sustainable supply base.

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Voice of Retail Media Edge

This solution helps retailers strengthen retail media performance by uncovering growth opportunities, improving execution, and increasing return on investment. As retail media evolves into a strategic driver of category growth and shopper engagement, targeted listening reveals gaps in performance insight, consistency, and activation that limit its full potential.

Frequently Asked Questions

Answers to common questions about partnering with Advantage on custom 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 insights from the partners that matter most.
What types of insights will I receive?

You’ll receive actionable insights tied directly to your objectives, including performance drivers, friction points, risks, and opportunities—supported by clear recommendations to guide action.
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 starting point and adapted with tailored questions, competitive views, or deeper exploration of priority topics.
Who do you survey in a custom program?

You determine which partners audience you’re seeking feedback from. Custom Solutions can capture feedback from specific customers, suppliers, distributors, internal teams, or other stakeholder groups depending on the insights you need.
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.
How is Custom Solutions different from the syndicated Advantage Report?

The syndicated Advantage Report follows a fixed structure, timing, and benchmarking framework across a broad market. Custom Solutions is designed entirely around your business; who you survey, what you ask, and the insights you prioritize.
How do you ensure the research is relevant to my business?

We begin with a thorough needs assessment to understand your objectives, audiences, and operating model. Every question, metric, and output is then designed to reflect your market, channels, and strategic priorities.
Do you work globally or only in certain markets?

Advantage Custom Solutions can be executed in any market worldwide. Programs can run locally, regionally, or globally, with flexibility to adapt language, timing, and methodology by market.
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 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.