Shopper Insights

Understanding how shoppers behave in-store and why it has never been more important. As categories have grown and evolved, shoppers are exposed to a plethora of in-store stimuli and brand choices. Understanding how they react in this environment is critical.

We’ve been researching shoppers for the past 15 years, digging deep into their behaviours and motivations. Key issues we’ve helped clients with include:

• Category management – range and merchandising planning
• Defining the category from a consumer perspective
• Establishing ‘category captaincy’ with the trade
• Segmented categories (and sub-categories) on needs & occasions
• Demonstrating the impact of out of stocks
• Identifying which promotional mechanics work best
• Established the purchasing decision hierarchy and how & where best to influence it
• How to improve the fixture

We bring to each new project our depth of experience which covers a wide range of categories, including personal care, cooking products & ingredients, soft drinks, alcohol, confectionery, chilled & frozen foods, dairy, tinned food, hot beverages, home care and oral care.

We offer a range of both qualitative and quantitative techniques – the vast majority of our work in this area blends together different approaches. Our toolbox includes:

• Observations – interviewer or video
• Pre-shop interviews
• Fixture & exit interviews
• Shopping Safaris
• Accompanied fixture interviews