Finding 06 . The accounts

Shipments to one retailer rose 297 per cent. Its shoppers bought 47 per cent more.

Invoices . Household panel

A REAL FINDING . TWELVE MONTHS . DISGUISED

01 . THE INVOICES SHOWED

Shipments by account.

Retailer A up 297 per cent, B up 90, C up 54. A fourth retailer down 72.

02 . THE HOUSEHOLD PANEL SHOWED

What shoppers bought at each account.

Retailer A up 47 per cent, B up 6, C up 15. The fourth down 68, in step with its shipments.

03 . THE FIX

Set each account's orders against its sell-out.

Agree stock cover per account and set orders against what its shoppers buy. Where shipments keep running ahead, trace whether the stock is moving on to shops and businesses.

Orders follow the shopper.

The client holds the shipments. The panel holds the shoppers. Read together, account by account, they set the order.

Eight findings