Shopper Research is a rapidly changing field.
Since the outset of Category Management the need for great insights has been given even higher priority by Retailer and Supplier consolidation and the ever present need for retailers and manufacturers to find ways to get more from less, together. If both parties can agree about the requirements of the shopper, then its easier to agree what changes should be made to improve category performance helping both parties.
Second to this mutual benefit goal is supplier objectives around ensuring their brands succeed in winning the purchase in the last moments of the path to purchase. Every other marketing tool will be made redundant if a potential brand buyer fails to convert into an actual brand buyer at the point of purchase. The new marketing field “shopper marketing” becoming more and more sophisticated as marketers look at new ways to engage consumers and shoppers throughout the path to purchase. And if the brand agenda and retailer agenda can be aligned for mutually effective resonance, then both can realise better ROI for marketing investments and limited resources.
Shopper insights and hence Shopper Intelligence are about trying to uncover objective information about how shoppers think, behave and make decisions.
We see as fundamental to this the ability to know what shoppers want and how they make decisions in the purchase process. What is working? What is not?
For anyone exploring shopper research, there are of course many useful and different methodologies available to use. Both qualitative and quantitative tools have a role to play. For example, in store observations, physical tracking technologies, intercept interviews etc are all valid routes to insights. Where Shopper Intelligence is different is around the sheer scale of our program which is based on literally thousands of post shop interviews, giving you metrics on your category but also our unique benchmarks across the whole store portfolio. It’s the largest research program in the world right now and probably ever.