Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Overview
- The market
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- Figure 1: Total US sales and fan chart forecast of home hair color, at current prices, 2008-18
- Market factors
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- Figure 2: US unemployment and underemployment rates, 2007-13
- Segment performance
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- Figure 3: Total US retail sales of home hair color, by segment, at current prices, 2011 and 2013
- The consumer
- Permanent hair color leads usage in category
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- Figure 4: Use of hair coloring products, by gender, May 2012-June 2013
- Gray coverage is important to hair color users
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- Figure 5: Top five important qualities in home hair color, August 2013
- Consumers seeking gentler and customized solutions to hair color
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- Figure 6: Interest in claims and benefits, August 2013
- Shoppers looking for guidance when selecting hair color
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- Figure 7: Interest in information sources, August 2013
- What we think
Issues and Insights
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- What opportunities are there to improve sales in the sluggish home hair color market?
- The issues
- The implications: Grow the temporary segment, address the aging and multicultural populations
- What benefits do consumers perceive from using natural and organic hair coloring products?
- The issues
- The implications: Leverage consumers’ growing interest in naturally positioned products
- How can the home hair color category be easier to shop?
- The issues
- The implications: Ramp up online and in-store education efforts
Trend Applications
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- Trend: Factory Fear
- Trend: Non-Standard Society
- Mintel Futures: Old Gold
Market Size and Forecast
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- Key points
- Economic recession gave category a boost, but growth has tapered
- Category growth expected to be slow and steady through 2018
- Sales and forecast of home hair color
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- Figure 8: Total US sales and forecast of home hair color, at current prices, 2008-18
- Figure 9: Total US sales and forecast of home hair color, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 10: Total US sales and fan chart forecast of home hair color, at current prices, 2008-18
Market Drivers
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- Key points
- Economic conditions impact spending in hair color category
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- Figure 11: Any use of home hair coloring, by household income, August 2013
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- Figure 12: Household income distribution, 2012
- Aging population creates challenges, opportunities for the category
- Growth among multicultural groups should benefit at-home hair color
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- Figure 13: Any use of home hair coloring, by race/Hispanic origin, August 2013
Competitive Context
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- Salon hair coloring services impact at-home market
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- Figure 14: Hair coloring done at a salon, by gender, March 2012
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- Figure 15: Incidence of highlighting hair, August 2011
- Opportunities for the at-home hair coloring market:
Segment Performance
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- Key points
- Category dominated by permanent/demi-/semi-permanent color
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- Figure 16: Total US market share of home hair color, by segment, 2013 (est)
- Figure 17: Total US retail sales of permanent/demi-/semi-permanent hair color, at current prices, 2008-13
- Temporary hair color small, but surging
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- Figure 18: Total US retail sales of temporary hair color, at current prices, 2008-13
- Root touch-ups help fuel segment growth
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- Figure 19: Total US retail sales of highlights/touch-ups/bleach, at current prices, 2008-13
Retail Channels
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- Key points
- Other retail channels dominate hair color sales
- Retailing opportunities could boost sales in struggling channels
- Increase men’s offerings
- In-store expert
- Cross promotions
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- Figure 20: Total US retail sales of home hair color, by channel, at current prices, 2008-13 (est)
Leading Companies
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- Key points
- L’Oréal, P&G dominate hair coloring category
- Smaller players seeing modest success
- Manufacturer sales of home hair coloring
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- Figure 21: MULO sales of home hair coloring, 2012 and 2013
Brand Share – Permanent/Demi-/Semi-Permanent
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- Key points
- Segment sales closely mirror overall company sales trends
- L’Oréal accounts for more than half of segment sales
- Manufacturer sales of permanent/demi-/semi-permanent
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- Figure 22: MULO sales of permanent/demi-/semi-permanent home hair coloring, by leading companies, 2012 and 2013
Brand Share – Temporary
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- Key points
- Sales volatility prominent in temporary hair coloring
- Splat accounts for largest share of segment
- Manufacturer sales of temporary hair color
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- Figure 23: MULO sales of temporary home hair coloring, by leading companies, 2012 and 2013
Brand Share – Highlights/Touch-ups/Bleach
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- Key points
- P&G gets sales boost from Clairol’s root touch-up product
- Highlighting products on the decline
- Manufacturer sales of highlights/touch-ups/bleach
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- Figure 24: MULO sales of highlights/touch-ups/bleach home hair coloring, by leading companies, 2012 and 2013
Innovations and Innovators
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- New product launch trends
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- Figure 25: Top 14 hair colorant claims, by share, 2008-13
- Product innovations
- Anti-aging
- Color specific
- Customized hair color
- Ombre
- Concealing roots
- Unique forms
Marketing Strategies
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- Overview of the brand landscape
- Theme: Natural and Organic
- Advertising examples
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- Figure 26: Olia hair color, television ad, 2013
- Figure 27: Olia hair color, print ad, 2013
- Figure 28: Garnier Nutrisse hair color, FSI, 2013
- Theme: Celebrity endorsements
- Advertising examples
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- Figure 29: L’Oréal Féria, television ad, 2013
- Figure 30: L’Oréal Féria, print ad, 2013
- Theme: Color for dark hair
- Advertising examples
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- Figure 31: Dark and Lovely Go Intense! hair color, television ad, 2013
- Figure 32: Dark and Lovely go intense!, print ad, 2013
- Figure 33: Garnier Nutrisse Ultra Color, print ad, 2013
Social Media – Home Hair Color
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- Key points
- Key social media metrics
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- Figure 34: Key performance indicators, October 2013
- Market overview
- Brand usage and awareness
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- Figure 35: Brand usage and awareness of home hair color brands, August 2013
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- Figure 36: Brand usage and awareness of home hair color brands, Just For Men, August 2013
- Interaction with brands
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- Figure 37: Interaction with home hair color brands, August 2013
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- Figure 38: Interaction with home hair color brands, men’s brands, August 2013
- Online conversations
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- Figure 39: Online mentions, selected home hair color brands, Oct. 14, 2012-Oct. 13, 2013
- Where are people talking about home hair color brands?
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- Figure 40: Mentions by page type, selected home hair color brands, Oct. 14, 2012-Oct. 13, 2013
- What are people talking about online?
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- Figure 41: Mentions by type of conversation, selected home hair color brands, Oct. 14, 2012-Oct. 13, 2013
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- Figure 42: Major areas of discussion surrounding selected home hair color brands, Oct. 14, 2012-Oct. 13, 2013
- Brand analysis
- L'Oréal
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- Figure 43: L'Oréal key social media indicators, October 2013
- Garnier
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- Figure 44: Garnier key social media indicators, October 2013
- Clairol
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- Figure 45: Clairol key social media indicators, October 2013
- Just For Men
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- Figure 46: Just for Men key social media indicators, October 2013
- Splat
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- Figure 47: Splat key social media indicators, October 2013
- John Frieda
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- Figure 48: John Frieda key social media indicators, October 2013
Hair Color Usage
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- Key points
- Women are primary users of hair color
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- Figure 49: Use of hair coloring products, by gender, May 2012-June 2013
- Figure 50: Attitudes toward home hair coloring products, among men by age, August 2013
- Majority of hair color consumers use permanent color
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- Figure 51: Types of hair coloring products, by gender, May 2012-June 2013
- Bolder hair color options skew young, older consumers seek all-over color
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- Figure 52: Types of hair coloring products, by gender and age, May 2012-June 2013
- Income impacts use of bolder hair color options
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- Figure 53: Types of hair coloring products, by gender and household income, May 2012-June 2013
- Clairol, L’Oréal are most used brands
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- Figure 54: Brands used of hair coloring products, by gender and age, May 2012-June 2013
Frequency of Hair Color Use
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- Key points
- Permanent hair color sees heaviest usage
- Temporary and seasonal products are used less frequently
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- Figure 55: Use of home hair coloring, August 2013
Important Qualities When Choosing Hair Color
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- Key points
- Complete gray coverage is critical for older users
- Men motivated by convenience
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- Figure 56: Important qualities in home hair color, by gender, August 2013
- Younger shoppers looking for natural and organic ingredients
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- Figure 57: Important qualities in home hair color, by age, August 2013
Shopping for Hair Color
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- Key points
- Shopping behavior varies by age
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- Figure 58: Shopping for home hair color, by age, August 2013
- Women want salon-quality results
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- Figure 59: Shopping for home hair color, by gender, August 2013
- Some shoppers confused when choosing hair color products
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- Figure 60: Interest in information sources, August 2013
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- Figure 61: Shopping for home hair color, by household income, August 2013
Interest in Product Claims and Forms
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- Key points
- Older consumers interested in customized and easier to use products
- Younger users more likely to experiment with trends, temporary forms
- Shoppers seeking sampling opportunities
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- Figure 62: Interest in claims and benefits, August 2013
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- Figure 63: Interest in claims and benefits—Have not tried but would be interested in trying, by gender, August 2013
- Figure 64: Interest in claims and benefits—Have not tried but would be interested in trying, by age, August 2013
Attitudes toward Hair Color
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- Key points
- Older shoppers value time- and money-saving benefits of at-home color
- Natural ingredients are important to younger users
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- Figure 65: Attitudes toward home hair coloring products, by gender, August 2013
- Figure 66: Attitudes toward home hair coloring products, by age, August 2013
- Higher-income groups more likely to be disappointed in at-home results
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- Figure 67: Attitudes toward home hair coloring products, by household income, August 2013
Race and Hispanic Origin
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- Key points
- Multicultural consumers are engaged in the category
- Conditioning formulas important to Hispanic and Black shoppers
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- Figure 68: Any use of home hair coloring, by race/Hispanic origin, August 2013
- Figure 69: Important qualities in home hair color, by race/Hispanic origin, August 2013
- Multicultural consumers seeking advice, recommendations when shopping the category
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- Figure 70: Clairol Natural Instincts print ad, February 2013
- Figure 71: Shopping for home hair color, by race/Hispanic origin, August 2013
- Hispanic and Black consumers more likely to have tried newer-to-the-market forms and benefits
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- Figure 72: Interest in claims and benefits – Have tried, by race/Hispanic origin, August 2013
- Figure 73: Interest in claims and benefits—Have not tried but would be interested in trying, by race/Hispanic origin, August 2013
Key Household Purchase Measures – Information Resources Inc. Builders Panel Data
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- Overview of hair coloring
- Consumer insights on key purchase measures – women’s hair color
- Brand map
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- Figure 74: Brand map, selected brands of women’s hair coloring products buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 75: Key purchase measures for the top brands of women’s hair coloring products by household penetration, 52 weeks ending June 24, 2012
Appendix – Other Useful Consumer Tables
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- Segment performance
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- Figure 76: Total US retail sales of home hair color, by segment, at current prices, 2011 and 2013
- Retail channels
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- Figure 77: Total US retail sales of home hair color, by channel, at current prices, 2011-13
- Usage
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- Figure 78: Use of home hair coloring, August 2013
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- Figure 79: Any use of home hair coloring, by gender, August 2013
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- Figure 80: Any use of home hair coloring, by region, August 2013
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- Figure 81: Brands used of hair coloring products, by race/Hispanic origin, May 2012-June 2013
- Interest in product claims and forms
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- Figure 82: Interest in claims and benefits—Have tried, by gender, August 2013
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- Figure 83: Interest in claims and benefits—Have tried, by age, August 2013
- Attitudes toward hair color
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- Figure 84: Attitudes toward home hair coloring products, by race/Hispanic origin, August 2013
Appendix – Social Media
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- Brand usage or awareness
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- Figure 85: Brand usage or awareness, August 2013
- Figure 86: Brand usage or awareness, August 2013
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- Figure 87: Clairol (eg Nice ’N Easy, Natural Instincts) usage or awareness, by demographics, August 2013
- Figure 88: L’Oréal (eg Superior Preference, Féria) usage or awareness, by demographics, August 2013
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- Figure 89: Garnier (ie Nutrisse, HerbaShine) usage or awareness, by demographics, August 2013
- Figure 90: John Frieda (ie Precision Foam Colour) usage or awareness, by demographics, August 2013
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- Figure 91: Just For Men usage or awareness, by demographics, August 2013
- Activities done
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- Figure 92: Activities done, August 2013
- Figure 93: Activities done, August 2013
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- Figure 94: Clairol (eg Nice ’N Easy, Natural Instincts)—Activities done, by demographics, August 2013
- Figure 95: L’Oréal (eg Superior Preference, Féria)—Activities done, by demographics, August 2013
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- Figure 96: Garnier (ie Nutrisse, HerbaShine)—Activities done, by demographics, August 2013
- Online conversations
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- Figure 97: Online mentions, selected home hair color brands, Oct. 14, 2012-Oct. 13, 2013
- Figure 98: Mentions by page type, selected home hair color brands, Oct. 14, 2012-Oct. 13, 2013
- Figure 99: Mentions by type of conversation, selected home hair color brands, Oct. 14, 2012-Oct. 13, 2013
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- Figure 100: Major areas of discussion surrounding selected home hair color brands, Oct. 14, 2012-Oct. 13, 2013
Appendix – Market Drivers
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- Consumer confidence
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- Figure 101: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 102: US unemployment rate, by month, 2002-13
- Figure 103: US unemployment and underemployment rates, 2007-13
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- Figure 104: Number of employed civilians in US, in thousands, 2007-13
- Racial, ethnic population growth
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- Figure 105: US population by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 106: Households with children, by race and Hispanic origin of householder, 2012
- Shifting US demographics
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- Figure 107: US population, by age, 2008-18
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- Figure 108: US households, by presence of own children, 2002-12
Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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