Contextual attributes

What the market says about it, in the words they used.

Core tells you what a product is. Contextual tells you what people say about it, where they said it, and how many of them said it. The brand's claim and the shopper's reason are both kept, and never confused for each other.

One can of caffeinated sparkling water

0contextual values across fourteen types. Each one carries how many independent sources said it, and which kind of source that was.

What does the brand assert about it?

claims · brand voice · 20 values

Zero sugar 2 readings

Low calorie 3 readings

Gluten free 2 readings

Caffeinated 2 readings

Guilt free 1 reading

Recyclable 1 reading

Dietary, certification and manufacturing claims carried on the pack.

What do shoppers expect from it?

consumer benefits · consumer voice · 10 values

Refreshing 2 readings

Thirst quencher 1 reading

Energized 1 reading

Refuel 1 reading

Naturally sourced 1 reading

Mouthfeel 1 reading

The outcome a shopper expects, across health, sensory reward and function.

Arrived in the September run, none of it on the pack

Afternoon slump occasionsDesk drink occasionsAntioxidants consumer benefitsCaffeinated product type+10 more

Every reading is a source we read directly. Nothing here is inferred from marketing.

Read from what people actually wrote

Nothing here is inferred. Every value is a phrase someone published, and the record keeps the source and the number of independent readings behind it.

Reviews

what buyers wrote after using it

Verified reviews from every retailer that carries the item. We read the sentence rather than the star rating, so the record keeps the benefit the shopper actually named and how many separate people named it.

what shoppers typed to find it

The queries and autocomplete language people use to find the item and the category around it. This is the vocabulary shoppers reach for before they know your brand, and it is rarely the vocabulary on your pack.

Brand and retail pages

what the brand asserts in public

Claims, certifications and ingredient language the brand publishes itself. Kept in its own bucket, so an assertion the brand made is never quietly counted as an outcome a shopper reported.

The language your teams are currently guessing at

Most teams infer demand language from a survey, a panel or a hunch. This is the same language taken from what shoppers published, at the UPC, across the whole category.

Category management

Build the shelf around the reasons shoppers gave, at the UPC, instead of the segments the syndicated hierarchy happens to ship with. The benefit that is pulling volume is a field you can sort on.

Insights and strategy

Answer a demand question in an afternoon. The language is already read, already counted and already joined to the UPC, so a rising trend is something you measure rather than something you commission.

Brand and innovation

Find the benefit shoppers keep naming that your pack has never said out loud. It is usually the claim that belongs on the next design, and the line that belongs in the next campaign.

Outcomes from teams already running it

At a leading snacks manufacturer, reading demand themes across more than 100,000 PDP records on over 5,000 products surfaced more than $300M in quantified revenue opportunity, including one theme worth $130M that the portfolio had barely entered.

$300M+

in revenue opportunity found in demand themes

Leading Snacks Manufacturer →

75%

of reviews named texture, which set the top fix

Frozen Meals Brand →

high-growth demands mapped in one category

RTD Coffee Category →

62%

of reviews used family language, not taste

Legacy Cereal Brand →

Three layers, and nothing counted twice

Contextual is the second layer. Core holds what the product is, Custom holds the structure you define, and Contextual holds what the market says about it. Every attribute is coded into exactly one of the three, so the layers add up to the whole record and nothing is counted twice.

One product, one key

0 12345 67890 5

Every attribute hangs off the same UPC and is coded into exactly one layer. Add the layers up and you have the whole record, with nothing counted twice.

Corelisting, pack and label

What the product is. Identifiers, brand hierarchy, taxonomy, size and multipack, packaging, origin and titles. True whether or not anyone ever buys it.

AnswersWhat is this product, and which of my SKUs match it?

Contextualreviews, search and socialyou are here

What the market says about it. Claims and ingredients as they are discussed, benefits, occasions, audiences and the words shoppers actually use. It moves as the conversation moves.

AnswersWhy are people buying this, and what is rising?

Customyour definitions

The structure you set. Your segments, your thresholds, your naming and your own hierarchy, applied to every UPC in the category the same way.

AnswersWhich products count, by our definition rather than anyone else's?

Core attributes →Custom attributes →

Three ways to take delivery

The same record, delivered three ways. Most teams start with one and add another once the record is in their stack.

Licensed feed

The record delivered to your warehouse, normalized at the UPC and refreshed on a schedule you set. It joins to your sales data on the key you already use.

Best when you have a data team and the record needs to live inside your own stack.

Harmonya Insights

The record inside our platform, where category and insights teams ask the questions themselves without waiting on a ticket.

Best when the people with the questions are not the people with SQL.

Work we run

We scope the question, run it against the record and hand back the answer, with the working shown so your team can defend it internally.

Best when the deadline is close and the answer matters more than the pipeline.

What our Customers are saying

“The relationship between Coca-Cola and Harmonya has truly felt like a partnership. We treat them as an extension of our team.”

Rylee Rogers

Category Sales Advisor

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“Before Harmonya, we couldn’t track competitor innovations online effectively. Now we can see how fast they’re scaling, just like we do in brick and mortar.”

Michael Mackezyk

Senior Manager, Data Capabilities

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"Harmonya is becoming a powerful unlock across our organization—it's being explored as a cross-functional innovation, brand strategy, and product development tool."

TJ Hanel

Director Omni-Commerce Retail Media Strategy

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"Harmonya enables us to efficiently uncover deeper insights into consumer sentiment and product ingredient preferences, allowing us to identify actionable opportunities to meet shopper needs and enhance category shopability"

Kristina Foreman

Category Analyst

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"Harmonya is elevating and enhancing the way we analyze and tell stories with data. The platform enables us to uncover deeper insights that have measurable impact. The team is collaborative, innovative, and truly invested in our success!"

Savita Kharbas

Senior Director of Category and Consumer Insights

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“With Harmonya’s review data, we can quantify what customers are saying and compare which products meet their needs best—not based on what we say, but on what they say.”

Rylee Rogers

Category Sales Advisor

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"Working with Harmonya has been a game-changer – keeping us deeply engaged through new product releases while empowering us to turn complex data into clear, actionable insights."

Wendy Fan

Commercial Strategy Manager

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“What Harmonya came up with was an AI-powered solution that helped us match 2,000 missing items. That gave us visibility into $1.7 billion in annual sales we were previously blind to.”

Michael Mackezyk

Senior Manager, Data Capabilities

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"The Harmonya team has played a vital role in finding insights on texture, flavor, and nutritional content across our competitive set, identifying innovation whitespace, and sparking additional conversations as we develop concepts for our brands."

Bailey Harrison

Senior Associate Brand Manager

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What the market says about it, in the words they used.

Read from what people actually wrote

The language your teams are currently guessing at

Category management

Insights and strategy

Brand and innovation

Outcomes from teams already running it

Three layers, and nothing counted twice

Three ways to take delivery

Licensed feed

Harmonya Insights

Work we run

What our Customers are saying

Harmonya Helps You Make Faster, More Confident Decisions

Brand Messaging

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