2024 Grocery Industry Icons & Innovators

Georgina Nelson, CEO and founder of TruRating, studied psychology at university, where she became fascinated with how to measure, understand, and predict human behavior. She quickly realized that the key to everything was data you could trust, which required sample sizes not usually seen in traditional market research.

After graduating, Georgina took a turn into law, working first in finance with Clifford Chance LLP before joining Europe’s largest consumer association, Which?, representing consumer privacy and data issues at an EU and UK Government level.

It was here that she identified a market need for representative consumer feedback. Putting two and two together, Georgina created TruRating, a consumer feedback and analytics platform that captures feedback from the silent majority of the customer base.

TruRating integrates the feedback process into the purchase experience by asking one question at the point of sale. This achieves what traditional survey tools fail to do—mass, genuine customer data samples at speed. Understanding how customers feel about the experience and why they buy certain products has never been more important. With TruRating, retailers and their retail media teams can get to the heart of what’s driving customer loyalty and build on excellent service.

It doesn’t stop there. The ratings are shared with consumers via store profile pages to ensure that the data exchange is fair for both parties. With over 800 million ratings and counting, TruRating is now the world’s largest platform for validated consumer ratings. TruRating works with globally renowned retailers, including Aldi, JD Sports, Five Below, Longo's, NAPA Auto Parts, Nike RPG, Canada Post, and more.