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
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.
I spend my life in data. I love it. Give me a fact versus a guess any day of the week. I know I may be in a minority in that regard, but I think marketing should be a balanced synthesis of science and art. As a musician, I know and love art. Art is most likely where
Here at Shopper Intelligence we spend a lot of time talking about traffic and spend. Frankly, we see these two fundamental pillars of retail thinking as being at the heart of category management (which is why we measure them in supermarket categories for the first time) Much is being written about the pending death of