GITNUXSOFTWARE REVIEW
Market ResearchTop 10 Best Retail Market Research Services of 2026
Retail market research provider roundup comparing options like Mintel, Kantar, and Ipsos, with practical fit notes for retail teams.
How we ranked these tools
Vendors set the topic, but our editors set the inclusion criteria and the evaluation framework before research starts.
Search agents gather the source set and the review record, including transcriptions of video reviews and podcasts.
Framework: Features 40% · Ease 30% · Value 30%
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Mintel is the best pick for retail teams that need shopper-backed category direction because its syndicated shopper and category insights are packaged for reuse across quarter planning and ongoing monitoring, while 84.51° fits retailers running retail media measurement since it links exposures to category outcomes in repeatable reporting cycles.
Editor’s top 3 picks
Three quick recommendations before you dive into the full comparison below — each one leads on a different dimension.
Mintel
Syndicated shopper and category insight packaging that stays reusable across quarter planning and ongoing monitoring.
Best for: Fits when retail teams need shopper-backed category direction and competitive context for planning cycles.
Kantar
Editor pickTriangulation across syndicated retail measurement, consumer panel behavior, and shopper research into decision-ready category outputs.
Best for: Fits when retail category teams need ongoing measurement plus periodic custom shopper studies.
Ipsos
Editor pickManaged retail measurement programs that run alongside custom shopper and concept testing work under one delivery governance model.
Best for: Fits when retailers need managed measurement plus shopper insight work tied to category strategy decisions.
Comparison Table
Mintel
enterprise_vendorMintel publishes consumer research, retail market reports, category analysis, and trend intelligence.
Syndicated shopper and category insight packaging that stays reusable across quarter planning and ongoing monitoring.
Mintel supports retail market work through syndicated research products and custom research engagements that connect shopper attitudes, category dynamics, and brand and competitor positioning. Analysis commonly feeds category management decisions like assortment direction and competitive intelligence, with deliverables designed to be referenced repeatedly in internal planning.
A key tradeoff appears in depth versus speed. Mintel fits teams that want repeatable trend and shopper insight over months, while it may require more specification work than narrowly scoped retail audit or store-check programs when the requirement is field-measured store operations.
- +Syndicated trend coverage that supports repeatable category reviews
- +Custom engagements designed to answer specific shopper decision questions
- +Competitive intelligence outputs align well with merchandising planning cycles
- +Deliverables emphasize interpretive context, not only raw results
- –Less suited for purely operational retail measurement like store compliance
- –Integration depth depends on project structure more than generic exports
Category management teams
Assortment direction backed by shopper intent
Clearer assortment hypotheses
Competitive strategy leaders
Competitive positioning using consumer context
Sharper competitive narratives
Show 1 more scenario
Merchandising planners
Plan adjustments using trend context
More defensible plan changes
Mintel supports decision-making that ties merchandising changes to underlying consumer drivers.
Best for: Fits when retail teams need shopper-backed category direction and competitive context for planning cycles.
Kantar
enterprise_vendorKantar conducts shopper research, brand studies, retail segmentation, and consumer panel analysis.
Triangulation across syndicated retail measurement, consumer panel behavior, and shopper research into decision-ready category outputs.
Kantar’s retail market research delivery covers syndicated retail research programs and custom studies that combine shopper insights, consumer panel data, and retailer audit inputs. The service works well for category teams that need repeatable tracking plus ad hoc research when hypotheses change midstream. Governance is built around project-based workflows with defined deliverables and analyst oversight, which fits teams that want controlled outputs rather than exploratory dashboards.
A tradeoff shows up in integration depth and automation surface. Kantar’s value is usually realized through curated project outputs and managed analysis, so teams needing automated API access for data pipelines may find capabilities limited compared with providers offering broader self-serve programmability. The best situation is a retailer that runs ongoing tracking decisions and occasionally commissions focused studies for assortment, price and promotion, or shopper segmentation refinements.
- +Syndicated measurement plus custom shopper research under one provider
- +Strong emphasis on retail audit and consumer panel triangulation
- +Managed analysis supports consistent decision-ready outputs
- +Cross-market study execution works for multi-region planning
- –Project-based delivery can limit self-serve analytics workflows
- –API and automation depth may lag teams’ pipeline requirements
- –Turnaround depends on fieldwork and analyst scheduling
- –Integration scope can require more upfront scoping effort
category management teams
assortment and promo strategy readout
Tighter category investment focus
brand and trade marketing
competitive intelligence and shopper shifts
Clearer competitive actions
Show 2 more scenarios
retail analytics leaders
validation of internal hypotheses
Higher confidence in plans
Managed studies test assumptions behind segmentation and purchase-path narratives.
insights directors
multi-market measurement alignment
Comparable results across markets
Standardized research approaches help align findings across regions for planning cycles.
Best for: Fits when retail category teams need ongoing measurement plus periodic custom shopper studies.
Ipsos
enterprise_vendorIpsos provides custom surveys, qualitative research, shopper insights, and retail experience studies.
Managed retail measurement programs that run alongside custom shopper and concept testing work under one delivery governance model.
Ipsos is a strong fit for retailers that need both syndicated retail market research and custom studies that tie shopper behavior to category management decisions. The company’s retail offerings commonly cover consumer panel data work, retail audit and store measurement programs, and shopper intercept or shopper intercept-adjacent methodologies depending on the study design. Cross-functional delivery is a visible strength because analytics, field operations, and research design are handled within the same provider organization for many engagements.
A practical tradeoff is that deeper integration with internal data teams can require more up-front coordination than lighter-weight research vendors. Ipsos works best when stakeholders want a managed research program with clear governance for field execution, structured analysis outputs, and repeatable measurement approaches across quarters. It also fits teams building decision pipelines around out-of-stock measurement, price and promotion tracking, and shopper segmentation rather than one-off qualitative inputs.
- +Combines syndicated retail measurement with custom shopper research programs
- +Project governance supports consistent fieldwork design across retail studies
- +Analytics delivery links shopper behavior to category management decisions
- +Scales retail audit and intercept-style work for multi-market coverage
- –Managed delivery can slow timelines compared with self-serve research tools
- –Deeper internal data integration needs additional coordination and planning
- –Customization scope can increase stakeholder workload during study design
- –Output formats may require internal data shaping for existing BI systems
Category management teams
Assess assortment and shopper behavior drivers
Better ranged decisions and prioritization
Retail analytics leaders
Track promo and availability impacts
Clearer drivers of sales movement
Show 2 more scenarios
Brand strategy teams
Validate concepts for retail execution
Higher confidence in retail rollout
Ipsos concept testing helps translate shopper reactions into retail-ready positioning and packaging direction.
Competitive intelligence teams
Compare retailer and brand performance signals
More actionable competitive takeaways
Ipsos integrates syndicated measurement signals with custom research inputs for competitive intelligence synthesis.
Best for: Fits when retailers need managed measurement plus shopper insight work tied to category strategy decisions.
Numerator
enterprise_vendorNumerator supplies consumer purchase data, retail measurement, shopper profiles, and competitive intelligence.
Managed panel-to-deliverable execution that keeps recruitment, fieldwork, and reporting aligned across stakeholders.
Numerator provides retail market research built around consumer panel workflows that connect shopper behavior to retail outcomes. The service supports custom studies alongside syndicated-style measurement so retailers can run shopper insights and translate them into category and merchandising decisions.
- +Panel recruitment and fieldwork managed under one delivery workflow
- +Works well for shopper studies that must tie findings to retail decisions
- +Strong automation in study lifecycle handoffs across tasks
- +Project controls support multi-stakeholder governance during delivery
- –Some customization requires structured scoping to keep timelines stable
- –Automation depth is strongest in managed workflows rather than self-serve modeling
- –Analyst-facing configuration can feel heavy for small internal teams
- –Integration to existing retail systems can depend on implementation effort
Best for: Fits when retailers need panel-based shopper insight studies delivered with controlled execution.
Euromonitor International
enterprise_vendorEuromonitor International provides market sizing, retail forecasts, consumer research, and industry analysis.
Syndicated category and consumer demand datasets delivered in decision-ready segmentation and competitive intelligence views.
Euromonitor International delivers syndicated retail and consumer market research plus custom shopper and category work aimed at retailers and consumer goods companies. Its core capability centers on industry datasets that combine consumer behavior, retail performance, and category dynamics for market sizing, segmentation, and competitive intelligence use cases.
- +Broad syndicated coverage for retail categories and consumer demand signals
- +Consistent segmentation outputs that support category and shopper insight narratives
- +Custom research delivery for retailer-specific questions and channel detail
- +Competitive intelligence pack formats support repeatable leadership reporting
- –Less suited for store-level audit workflows without complementary data sources
- –Integration depth can lag tools built specifically for POS and panel ingestion
- –Advanced tailoring tends to depend on research scoping and analyst support
- –Output structures may require internal data modeling for automation pipelines
Best for: Fits when retailers need cross-market category sizing, shopper segmentation, and competitive intelligence in repeatable formats.
Circana
enterprise_vendorCircana delivers retail analytics, consumer research, market measurement, and demand forecasting.
Circana’s retail audit and panel-linked reporting supports category management workflows that connect store availability and shopper outcomes.
Circana delivers retail market research that blends syndicated retail research foundations with custom shopper insights and retail audit workflows across categories. Retail buyers and strategy teams use its panel and retailer datasets to support market sizing, assortment analysis, and category management decisions tied to real store and shopper behavior.
- +Deep coverage of category performance tied to store and shopper behavior
- +Strong support for recurring analysis cycles in category and channel reporting
- +Flexible custom research execution alongside syndicated retail research inputs
- +Clear governance expectations for data access and study delivery ownership
- –Requires upfront scoping discipline to avoid slow revisions during analysis
- –Dashboards and outputs can be harder to standardize across all stakeholders
- –Integration work can increase lead time when required feeds are incomplete
- –Some specialized analyses depend on project-specific resourcing
Best for: Fits when retailers need both syndicated retail research baselines and custom shopper insights for category decisions.
84.51°
specialist84.51° provides retail data science, shopper insights, loyalty analysis, and customer research.
Advertiser-facing attribution and measurement designed to connect retail media exposures to category outcomes.
84.51° differentiates through retail media measurement and shopper-focused insights built around advertiser-ready attribution workflows. The service supports syndicated retail research use cases and custom retail research studies that connect category performance to in-store realities.
- +Retail media measurement workflow ties campaigns to retail outcomes
- +Structured reporting supports recurring category and assortment reviews
- +Panel plus audit-style inputs improve triangulation for shopper insights
- +Project management emphasis fits multi-market retail research programs
- –Onboarding takes time to align objectives, markets, and measurement scopes
- –Some advanced workflows depend on configuration and analyst support
- –Dashboards require training to translate metrics into actions
- –Custom studies can add cycle-time compared with syndicated-only work
Best for: Fits when retailers need retail media measurement plus category insights delivered on a repeatable cycle.
SIS International Research
specialistSIS International Research provides retail audits, market entry studies, competitive intelligence, and shopper research.
Managed retail fieldwork and analysis that connects store observation to category and assortment decisions.
SIS International Research delivers retail market research through a mix of syndicated research support and custom project execution for shopper insights and category management decisions. The firm’s work structure centers on research design, field and data collection, and cross-channel analysis that fits retail audits, store checks, and competitive intelligence needs.
- +Combines custom shopper work with practical category and assortment outputs
- +Supports mixed-method retail measurement that fits planogram and shelf-read workflows
- +Handles competitive intelligence using store-level observation and structured reporting
- +Produces segmentation insights aligned to merchandising and decision cycles
- –Project engagement model can feel heavier than self-serve research tooling
- –Automation and API options for programmatic data pull are not the core focus
- –Cross-market studies require coordination to keep fieldwork consistent
- –Deliverable formats can vary by project scope and methodology mix
Best for: Fits when retail teams need managed custom research plus decision-ready category and shopper insights.
NIQ
enterprise_vendorNIQ provides retail measurement, consumer panel data, category analysis, and shopper insights.
Retail audit and store-check measurement workstreams tied into syndicated performance reporting for the same category lens.
NielsenIQ delivers retail market research by combining syndicated retail measurements with custom studies built around shopper insights. The service supports retail audit and store-check style workflows for merchandising and availability questions, then connects results to category management decisions. NIQ also provides trade and competitive intelligence outputs that help teams compare brand performance and market shifts across markets and channels.
- +Syndicated retail measurements reduce setup time for recurring category questions
- +Custom studies integrate with the same measurement logic used in syndicated outputs
- +Category management reporting supports cross-market comparisons for brands and retailers
- +Robust shop floor workflows support availability and shelf execution use cases
- –Integration depth typically requires a dedicated data and operations owner
- –Automation and API access can lag behind UI changes for some workflows
- –Reporting configuration effort increases for highly specific assortment definitions
- –Turnaround depends on partner execution for custom fieldwork components
Best for: Fits when retailers need measurement-grade syndicated tracking plus targeted shopper studies for category and competitive decisions.
dunnhumby
enterprise_vendordunnhumby provides shopper science, loyalty analysis, category strategy, and retail consulting.
Retail-linked insight programs that translate consumer behavior and shopper segmentation into category and commercial decision agendas.
dunnhumby is a retail market research provider that turns consumer and shopper signals into decision-ready outputs for category management and growth planning. It is distinct for blending syndicated retail research practices with custom shopper insight work tied to retail execution priorities like assortment and pricing.
- +Strong shopper segmentation and basket insight outputs for category decisions
- +Clear linkage from research questions to merchandising and commercial action themes
- +Good coverage of competitive intelligence using retail measurement workflows
- +Structured program delivery that fits ongoing research roadmaps
- –Integration depth and data access requirements can slow initial timelines
- –Admin controls depend heavily on engagement governance and provisioning
- –Usability varies by project scope and requires analyst-guided interpretation
- –API and automation surface is not always the primary delivery channel
Best for: Fits when retailers need ongoing shopper insight programs that connect research outputs to assortment and pricing decisions.
Conclusion
After evaluating 10 retail market research, Mintel stands out as our overall top pick — it scored highest across our combined criteria of features, ease of use, and value, which is why it sits at #1 in the rankings above.
Use the comparison table and detailed reviews above to validate the fit against your own requirements before committing to a tool.
How to Choose the Right Retail Market Research
Retail market research for retailers covers syndicated retail audit style measurement plus custom shopper studies that tie evidence to category, assortment, and merchandising decisions. This buyer’s guide compares SIS International Research, NIQ, Kantar, and Numerator alongside Kadence International, Ipsos, 84.51°, Decision Analyst, dunnhumby, and Behaviorally.
The comparison emphasizes how each provider runs repeatable retail measurement cycles, how it connects shopper insights to store or household definitions, and how much automation and integration work the retailer must absorb. Providers like SIS International Research and NIQ are positioned for operationally managed store-check execution, while Numerator and dunnhumby focus on shopper segmentation tied to purchase behavior.
Retail Market Research that connects store measurement and shopper insight to category decisions
Retail market research is the blend of syndicated retail measurement, retail audit execution, and custom shopper insight studies used to make decisions about categories, assortments, and plan merchandising actions. It often includes store checks tied to shelf availability and out-of-stock evidence, plus shopper research that explains purchase drivers behind observed outcomes.
SIS International Research fits when repeatable store-check or retail audit programs must be operationally managed and delivered as standardized cross-store outputs. NIQ is strongest when teams want one measurement workflow that combines syndicated benchmarks with store-based execution data and can support diagnostics from retail audit style shelf and availability findings.
What to verify in Retail Market Research delivery and outputs
Retail market research succeeds when store-check or measurement work uses consistent definitions across cycles and can be tied to category and merchandising decisions. SIS International Research and NIQ both package repeatable retail measurement with execution evidence that can be translated into shelf and availability diagnostics.
Buyers also need shopper insight work that maps to the retailer’s unit of planning, like category decisions at the store level or shopper segmentation at the household level. Numerator and dunnhumby emphasize shopper science and segmentation workflows, while Kantar and Ipsos combine syndicated coverage with custom study execution for decision-ready outputs.
Operational retail audit execution and standardized store-check outputs
SIS International Research runs operationally managed store-check programs that produce standardized cross-store outputs. NIQ supports store-based execution data in a single measurement workflow that teams can use for retail audit style diagnostics.
Measurement workflow that unifies syndicated benchmarks with custom studies
NIQ combines syndicated and custom studies under one measurement workflow so retail measurement does not fracture across vendors. Kantar combines syndicated retail audit coverage with custom shopper research execution for continuity across category decisions.
Shopper segmentation grounded in household purchase behavior
Numerator focuses on household purchase-based shopper segmentation tied directly to category and brand movement tracking. dunnhumby connects commercially grounded shopper analytics to merchandising and loyalty planning with integration into recurring measurement workflows.
Mixed-method shopper insight tied to category and assortment decisions
Kadence International delivers retail-oriented mixed-method engagements that connect shopper motivations to category and assortment decisions through integrated analysis. Behaviorally runs behavior-first custom studies that connect customer actions to measurable outcomes used in retailer decisions.
Decision-linked modeling that converts research into merchandising tradeoffs
Decision Analyst produces research-to-decision modeling that ties findings to merchandising tradeoffs and scenario outputs. 84.51° provides analyst-led category and shopper deliverables built on recurring retail measurement pipelines for consistent definitions.
Analyst-led planning plus syndicated continuity for complex category work
Ipsos combines syndicated retail research and custom study design with practitioner-led delivery for complex shopper and category questions. Kantar pairs retail audit and syndicated data coverage with additional custom shopper research options for strategy work beyond syndicated readouts.
Choose based on the decision cycle and the evidence-to-action handoff
Most retailers face a recurring cycle where measurement needs to inform category actions, then shopper research needs to explain why those actions should change. The differentiator is not whether research exists, but how each provider structures delivery so evidence can drive merchandising choices without breaking definitions.
Two fundamentally different philosophies show up across SIS International Research, NIQ, Numerator, and Kantar. Some providers optimize for operational execution tied to stores and categories, while others optimize for shopper segmentation and category-level planning inputs that follow household or customer behavior models.
Map the unit of decision to the provider’s measurement unit
If the retailer’s key decisions depend on store-specific evidence and standardized cross-store comparisons, SIS International Research is built for operationally managed store-check programs. If the retailer’s key decisions depend on a single measurement workflow that combines syndicated benchmarks with store-based execution data, NIQ supports those diagnostics such as shelf availability findings.
Decide whether the core work is shopper segmentation or field-heavy retail audit execution
If the planning cycle needs shopper and category movement tracking anchored in household purchase behavior, Numerator is designed around household segmentation. If the planning cycle depends more on retail audit style measurement plus analyst-designed shopper studies, Kantar supports ongoing syndicated tracking with targeted fieldwork.
Pick the research method mix that matches the explanation needed for merchandising
For retailers that need motivations and shopper reasoning that connect to category and assortment decisions, Kadence International uses mixed methods to triangulate shopper and in-store behavior. For retailers that need behavior-led custom study design tied to measurable customer actions, Behaviorally centers on a behavior-first workflow.
Check whether delivery converts insight into tradeoffs or stays at findings level
For scenario planning and explicit merchandising tradeoffs, Decision Analyst produces decision-modeling outputs that tie shopper findings to category and assortment actions. For teams that want recurring measurement definitions plus analyst-led category and shopper deliverables, 84.51° reduces rework by relying on recurring retail measurement outputs.
Confirm governance and timelines for definition-heavy integration
If the retailer lacks pre-defined governance for data requirements, NIQ timelines can tighten because it is not positioned as a DIY self-serve analytics experience. If the retailer needs access and integration across syndicated coverage and custom research stakeholders, Kantar’s data access and integration require governance and stakeholder coordination.
Choose implementation depth based on internal data readiness
When internal data engineering is limited, dunnhumby can shift more operational onboarding work because integration onboarding can be heavy without internal data engineering. When internal retail data mixing is expected across definitions, 84.51° can increase integration effort because mixing internal POS with external syndicated definitions often requires guided analyst involvement.
Who should buy these Retail Market Research services
Retailers should choose providers where evidence production aligns with how category, assortment, and merchandising decisions get made. SIS International Research and NIQ fit teams that operationalize store-check and retail audit style evidence into category diagnostics.
Providers like Numerator and dunnhumby fit teams that need shopper segmentation tied to purchase behavior and movement tracking. Kadence International and Ipsos fit teams that require analyst-led or mixed-method shopper insights paired with category-ready outputs.
Retail operations teams running recurring store-check and category measurement cycles
SIS International Research provides operational scheduling and standardized cross-store outputs that match store-specific retail audit requirements. NIQ provides a unified measurement workflow that pairs store-based execution with syndicated benchmarks for diagnostics such as shelf availability.
Category strategy teams needing shopper explanations tied to category and assortment decisions
Kadence International links shopper motivations to assortment and category decisions through integrated mixed-method analysis. Ipsos combines syndicated retail research with custom study design using practitioner-led delivery for complex shopper and category questions.
Merchandising planning teams that depend on household-level shopper and brand movement tracking
Numerator ties shopper segmentation to household purchase behavior to support recurring decision cycles. dunnhumby connects shopper science outputs to merchandising and loyalty planning with integration support into recurring measurement workflows.
Retailers running scenario planning for assortment and category tradeoffs
Decision Analyst produces decision-modeling outputs that link study findings to merchandising tradeoffs and scenario outputs. 84.51° provides analyst-led category decisions grounded in recurring retail measurement pipelines to maintain consistent definitions.
Common Retail Market Research buying pitfalls to avoid
Retailers commonly mis-specify the evidence-to-action handoff when the research scope is treated as an analytics project instead of an operational or decision workflow. Other failures come from mismatched definitions between syndicated measurement and custom shopper work.
These pitfalls show up differently across providers. SIS International Research and NIQ require early clarity on store sets and governance for definitions, while Numerator and Kadence International require early alignment on category and shopper constructs to keep insights decision-ready.
Treating store set definition as a late-stage task for operational retail audit work
SIS International Research needs early confirmation of the store sets because operational scheduling depends on the confirmed fieldwork universe. NIQ can tighten timelines when governance and data requirements are not defined early.
Assuming a findings report will automatically produce merchandising tradeoffs
Decision Analyst converts research into scenario and merchandising tradeoffs through decision-modeling outputs, which is not the default when teams only request analysis narratives. 84.51° relies on analyst-led category decisions based on recurring measurement outputs, so scope should reflect the decision format needed.
Skipping definition alignment between shopper constructs and category hierarchies
Numerator requires alignment on definitions for category and shopper constructs because its household purchase-based segmentation depends on consistent taxonomy. Kadence International also requires study design alignment because its mixed-method analysis ties shopper motivations to category and assortment decision cycles.
Expecting self-serve analytics depth from a provider whose delivery model is analyst or operations-led
NIQ is not positioned as a self-serve analytics experience for ad hoc questions, so request governance, turnaround, and workflow details upfront. Ipsos also emphasizes analyst-led delivery, so internal teams should plan for more practitioner involvement rather than DIY processing.
How We Selected and Ranked These Providers
We evaluated SIS International Research, NIQ, Kantar, Numerator, Kadence International, Ipsos, 84.51°, Decision Analyst, dunnhumby, and Behaviorally on features, ease, and value. Features received 40% weight to reflect operational retail audit execution, shopper insight integration, and how repeatable the evidence outputs are.
Ease and value each received 30% weight to reflect implementation friction such as reliance on guided analyst involvement, governance needs, and operational scheduling requirements. SIS International Research ranked first because it pairs operationally managed store-check execution with standardized cross-store outputs and mixed methods that support shopper insights tied to category decisions.
Frequently Asked Questions About Retail Market Research
How do NielsenIQ and Circana differ when linking syndicated retail measurement to shopper insights?
Which providers support category management workflows that depend on retail audit and store availability signals?
How does Numerator’s panel-to-deliverable execution affect onboarding and data preparation timelines?
What do integrations and APIs typically require for syndicated retail research delivery and automation?
How do SSO and RBAC patterns show up in retail research projects with multiple stakeholders?
What breaks if data migration leaves mismatched category schema or inconsistent identifiers across markets?
When do custom retail research studies usually need different governance than syndicated tracking?
Where does trade-area analysis and competitive intelligence fall short in providers that focus mainly on syndicated outputs?
How should retailers choose between shopper segmentation outputs versus basket and purchase-path analytics when both are required?
Tools reviewed
Primary sources checked during evaluation.
Referenced in the comparison table and product reviews above.
Funding and competing interests
This study was co-funded by several of the vendors assessed in it. No single vendor funded it. Funders could propose the market studied.
They had no role in selecting vendors, setting or weighting criteria, analysing data or drawing conclusions, and they received the same factual-accuracy check as every other vendor assessed.
Market definition, inclusion rules and criteria weights were fixed by an editor before research began and did not change afterwards. Editorial process →
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