Roger

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So far Roger has created 70 blog entries.

Understanding the true costs and return of shopper research

2018-02-21T11:39:03+00:00February 21st, 2018|Views|

To some extent, this is the same debate that affects all research. But the polar opposites of commercial impact range from projects that are seen to be ‘game changers’ and generate massive ROI, to those that perhaps never even see the light of day. I was talking to a banking type recently, one who works

As an industry how do we assess the true value of gondola ends?

2018-02-07T15:39:10+00:00February 7th, 2018|Views|

The gondola end. Putting aside the question of why it's still called a gondola (!) it’s the primary driver of volume for most packaged goods companies. Buy an “end”, get the sales. Simples. If expensive. Most brands’ total sales volume is dependent on buying a fair smattering of these through the year. For some, it’s

The hidden costs and waste of shopper research

2018-01-24T12:36:12+00:00January 24th, 2018|Views|

Sandwiches at the debrief? Travel expenses? No, it's much worse than that. It's time. The biggest actual cost of any research project is the time spent on it. Your time, your team’s time and even more so, the recipients’ time. It's like an iceberg. The bit that sticks up and everyone pays attention to, is

What can we learn about in-store marketing from dating?

2017-12-29T12:13:32+00:00December 29th, 2017|Views|

After extensive research with my kids (yes, they are over the age of majority!), I can report that dating has remarkable similarities with in-store marketing. Not convinced? Then read on. Step 1. Getting noticed Wow, a lot of pre-nightclub effort goes into looking right. Choosing the right outfit, sorting the hair, doing the make-up, to name just

What’s the shopping mission type we rarely focus on?

2017-11-30T09:41:20+00:00November 30th, 2017|Views|

I hear more and more often about the need for shopper marketers and category managers to think about shopper missions as the underlying construct for their plans. I totally agree. Brand managers think “consumer needs” to build their thinking. Shopper mission is a kind of the shopping equivalent. Of course, at the macro level, this

“System 1 and 2” in shopper research. Let’s not get carried away!

2017-12-20T11:21:06+00:00November 21st, 2017|Views|

There is a hunger in our frenetic business world for simplicity. But any researcher knows that the human mind is incredible and impossibly complex. Any understanding of decisions and attempted prediction of behaviour requires skill, experience, several different research techniques, and a lot of judgement. There are no simple answers. It’s tempting for any of

How best to understand online grocery shopping

2017-12-20T11:21:23+00:00November 8th, 2017|Views|

To me, there are two fundamental things to seek to understand the online shop. First, how does it differ from the physical store experience? Second, how is it the same? Clarity on these will be powerful in understanding how shopper marketing for online should be an extension of past thinking or totally different. I think