In this part, Bob Goodwin and Chris Hurley sit down to discuss Penrod Ricard, a leading global wine and spirits company, and their innovative approach to analyzing shopper data. They delve into the world of OmniPOP (Point of Purchase) and how it has revolutionized the way companies gather and interpret shopping data. They also explore the use of panel data in analyzing consumer behavior and how it can provide valuable insights into trends and preferences. If you're interested in the world of retail and consumer behavior, you won't want to miss this insightful discussion.