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.
We understand that you have many sources of data – scan sales, panel data and loyalty card. They are all ever more sophisticated ways to know what which shoppers are buying what. We use shopper interviews to understand the “why”: what your shoppers need and want, how satisfied are they and how do they make their decisions.
There is no substitute for going direct to the shopper to understand a number of critical issues. Shopper Intelligence’s 300,000 + USA shopper interviews per annum provide large scale robust samples at category and retailer level to enable accurate, statistically valid facts about the causal factors of shopper purchasing. We provide complementary data to other sources and indeed many of our clients report that our inexpensive insights unlock value in their other far more expensive information – getting closer to the critical “so what?”
We measure fundamental shopper perceptions, requirements and decisions as below. We do this in every major category in every significant channel, with quotas for each main retailer. We work with you to make sure our coverage is right for your business.
We have a simple vision: that its more cost efficient and better to measure the supermarket in one efficient continuous research process so that every category can be understood, benchmarked to the others, and that each retailer can see how it’s doing with shoppers compared to its competitors.
It’s the ability to make comparisons that creates unique and powerful insights.
It would be too expensive and wasteful for any one player to measure more than their own categories, and historically every shopper research project has been run differently so data cant be compared. Therefore its commercially efficient to subscribe to a shared system, that puts your business in context and tracks the entire market, and able to continuously look at changes year to year.
We provide a shared, credible and objective point of view that is fuels suppliers and retailers working together.
The scale of our program means we can also invest in helping you use the data:
Firstly, we have a team of shopper insight specialists who are expert in interpreting our measures and applying them to typical business situations. SI is a rich and powerful database, by asking the right questions of it you can get profitable answers.
Secondly, we invest in software. Unlike any ad hoc project, SI runs with a user friendly “self service” system that enables an analyst to dig into any piece of the data and build a ppt chart at the click of a mouse. Whether you want to self serve or get us to do the leg work, we are ready to support you.
Don’t be fooled by our low cost. We pass on the huge efficiencies of scale we achieve to our clients – Shopper Intelligence is not cheap because its some kind of high level, low detail ‘syndicated’ survey about generalities. It’s a significant quota driven database of important metrics that power business decisions that is inherently cheaper to operate.