This document discusses insight information sharing in category management between Kesko, a Finnish retailer, and Fazer, a confectionery supplier. It provides examples of how data is used through segmentation, clustering, and solutions to enhance category performance. Specific tools and practices are described, such as market reports, store clustering, and trend analysis linked to launching new products. The partnership process at various strategic, tactical, and operational levels is outlined. Overall, the summary illustrates how retailers and suppliers can collaborate using consumer and category insights to improve assortments, marketing, and sales.