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, its merchandizing and promotional materials without the need for post rationalization.
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.
The client was able to leverage the findings and approach each retail partner with the mutually beneficial objective of fully re-engaging shoppers with the beer category in their specific store.