OBJECTIVES:
- Gain a deep and comprehensive understanding on "how and why" a shopper shops your category
- Quantify behaviors to enable development of leverageable insights
- Utilize insights to develop strategies that can optimize shopper experience and category/brand sales
APPROACH:
- Validate where a shopper shops your category/brand and on what type of shopping trip
- Understand the purchase process and where decisions are made
- Confirm shopping need states and purchase triggers
- Validate brand-switching dynamics
METHOD:
- Target Sample: retailer-specific sample (purchasers and/or browsers and/or non-purchasers)
- Ethnography
- Indirect observation--quantitative sample of category shoppers to identify 25 different shopping behaviors/metrics
- Interview--Aisle (post purchase), online, exit/entrance, at-home, focus groups
- POS/ACN data review-link what we "saw & heard" with category/brand performance
DELIVERABLES
- Comprehensive framework on "how & why" shoppers shop your category/brand with a retailer[s]
- Detailed assessment on Section Brand "Selling Power"
- Stopping Power
- Engagement
- Persuasion
- Comprehensive recommendation:
- Strategies and actions to address unmet shopper needs
