Dairy is a versatile department. Categories that sit side by side play very different roles for shoppers and for retailers. By comparing categories, we better inform our category management strategies. Using the latest shopper insights from Shopper Intelligence UK's recent survey (June-August 2020) here we shall focus on two categories within Dairy: Yoghurts vs.
Home Baking - a new trend with need for innovation After the sudden rise of cooking at home resulting from the initial lockdown measures, consumers are returning to old habits and we see this trend returning to pre-lockdown levels. However, the opportunity still exists for brands and retailers to retain trialists of the home
If you read the marketing tomes coming from the likes of Nielsen, IRI, Kantar, 84.51, Dunnhumby etc, you would imagine that historic sales patterns can answer pretty much any category or retail strategy requirement. There are many providers of sales analytics. An entire Industry. An Industry with a common dominant assumption, an assumption that
Benchmarking is much more than just comparing your own performance to your competitors. In market research it is used in a variety of creative ways, in different study types. We all know the classical situation. When you look at your Net Promoter Score of let’s say 58% – and you ask: should I be
I hear a lot of chat about how the current virus situation will change everything. Surely a worldwide life-changing phenomenon like this will see the world fundamentally altered, and retail will be at the leading edge of that? I doubt it. There is a real danger of disappearing down over-reaction rabbit holes. To balance the
There is endless discussion about the growth of online grocery shopping. The virus pandemic is going to give it a kick start as well, even after the short term motivations end. But simply persuading shoppers to do something unfamiliar that makes their life “easier” isn’t really the main challenge. The bigger problem to solve is
I watched a fascinating documentary the other day. It was all about why certain paintings were judged as being “masterpieces” while others painted at the same time over a very similar standard (by any objective measure) remained relatively unknown. Painting A became worth $50m, Painting B $200k at best. The conclusions of the 1-hour program
In market research, we are a dedicated bunch. Passionate about insights, hot on methodologies. Keen to make a real business impact. But we’re human too. We like to try cool new things. We want to be a hero to our organization. We want to do something different from those that went before… Put these things
I hear more and more often about the need for shopper marketers and category managers to think about shopping missions as the underlying construct for their plans. I totally agree. Brand managers think “consumer needs” to build their thinking. Shopping mission is a kind of the shopping equivalent. Of course, at the macro level,
Bear Grylls. The Island. Seen it? A bunch of ordinary people dropped onto a desert island with nothing but a day of water and a few machetes. Task 1: Start a fire. Without fire, they can't boil the water they find. So, they'll soon die of thirst. How to start a fire? No matches, nothing.
