shopper research
With shelves full of great products, it's vitally important to get things right in-store (or online) - the presentation of products, the location on-shelf and the use of POS material are all essential to stand out from the crowd. On top of this, it's just as important to really understand the shopper and how to trigger their needs and desires.
We offer a full range of in-store and simulated shopping approaches, blending new techniques like eye tracking, conceptual profiling and blogging diaries, with traditional methods like accompanied shops, observation and exit interviews to provide a complete way of understanding the all-important shopper decision process.
Our advances in virtual shopping also allow a wide range of stimulus to be tested in a cost effective and very engaging way.
Creating a 'bible' of shopper behaviour (1 of 6)
Working closely with one of the best known brands in the UK, MMR undertook a large project to understand how people shop for cereal. The research was extremely broad in its scope and the type of information required, and hence a hybrid approach
incorporating various methods of data collection and analysis was required. We assimilated data collected via in store observation, entry and exit interviews and an online Usage and Attitude survey, with
a qualitative perspective gleaned via accompanied shops and eye tracking to provide a 'bible' of shopper behaviour when purchasing from this category.
Conveniently peckish (2 of 6)
A multi-stage project was conducted to provide insight into how shoppers buy snacks from convenience stores. In-store intercepts were used to provide robust quantitative data, covering a variety of convenience outlets, supplemented by an online survey with snacking diary – covering additional topics of interest plus a wealth of information on each snack category.
A deeper understanding of motivations behind buying snacks was collected via a dedicated social network. Respondents recruited to the network were asked to text in whenever they bought a snack from a convenience store – and messages uploaded onto the network for respondents to discuss in a daily blog.
The data collection techniques enabled us to get close to convenience shoppers whilst minimising interference in this fast paced environment. The qualitative element (social network) gave insight into how emotive snacking can be - an extra layer of understanding on top of the quantitative results. Our client used this information to guide their convenience strategy.
Finding the sweet spot (3 of 6)
A major confectionary retailer with a strong retail presence in sugar confection needed to identify the optimum fixture location for a range extension into bagged chocolates. The location also needed to communicate suitability for the right eating occasions in order to drive sales. Additional feedback was also required on performance within the competitive set (including pricing
and appeal) as well as diagnostics on each of the proposed packaging designs and perceived suitability for intended occasions. An online survey was conducted among target shoppers using the interactive in-store shelf fixtures (representing the entire confectionery aisle in a number of different retailers) to gain representative feedback on the in-store shopping experience on a
large quantitative scale. In addition to identifying the optimum shelf location and providing feedback on price, pack design and occasion suitability, the results were able to provide insight into the shopper decision making tree to influence purchase through effective communication with shoppers.
Making an impact (4 of 6)
We conducted a 2-stage research project to help a client understand the impact and role of different POS material. Stage One involved an online study of shoppers from a major supermarket. Trade-off and ESET exercises were used to understand the motivational role and likely impact on sales of alternative POS strategies.
Stage Two followed up by testing the three 'winning' pieces of POS in a mocked-up store environment, with shopping exercises and direct questions used to understand the actual impact of POS on sales, and also on the perceptions of the shopper.
The client's POS strategy for the next 12 month period was decided on the back of this research, with recommendations being used to help maximise the impact in store.
Is shopping your category a chore? (5 of 6)
A global brewing manufacturer, concerned about perceptions of declining shopper engagement wished to conduct a full retailer and shopper study of the beer category across major UK retailers. A mix of methodologies was used. An Online Shopper Survey was ideal for exploring pre-store planning and the pre-shopping mindset.
In-store observation helped establish spontaneous shopper interaction with the fixture, it's merchandising and promotional materials without the need for post rationalisation. In-store interviews fully explored consumer mindsets at the point of purchase and their purchase decision processes and triggers.
The effectiveness of in-store stimuli in diverting shoppers from their pre-store shopping mission was integral to this. The study delivered retailer-specific findings and recommendations for the manufacturer to take to each retailer partner with the mutually beneficial objective of fully re-engaging shoppers with the beer category in their specific store.
Snack category appraisal prompted by layout change (6 of 6)
Following a change to the layout of the snacking aisles by one of the 'Big 4' multiple retailers, our client required a detailed understanding of the potential impact this would have on their brands, plus insight into their new potential competitive set as a result of the change. Nearly 900 exit interviews were conducted in the aisle of interest, covering six different snacking
categories (sweet and savoury). Information was collected regarding the snacks bought, reasons for the purchase decision and consideration set. The robust quantitative data was supplemented by in depth accompanied shops which enabled detailed probing into the rationale behind buying each snack category and potential impact of the layout change.
This research provided valuable information regarding the role of our clients' brands and how they can best compete with other categories in the aisle. The quantitative data meant we were able to create a detailed decision hierarchy – at an overall level for the aisle but also where differences exist for specific categories.
