Shopper Research

5 Shopper Insight Fundamentals that still apply today

2020-10-29T16:08:04+00:00October 27th, 2020|Category Management, Shopper behaviour, Insights|

About the author: Bill Bean is Vice President of Insights and Research at Shopper Intelligence USA. He is a nationally recognized American senior marketing executive with expertise in marketing analytics, shopper insights and innovative tech solutions in shopper research. Shopper Insights as a discipline has gone through a few definitions,

How to win UK shoppers in different dairy categories

2020-11-05T12:26:20+00:00October 26th, 2020|Category Management, Shopper behaviour, Insights|

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-September 2020) here we shall focus on two categories within Dairy: Yoghurts vs.

Home Baking shopping trend: capture it by Premium and Innovation

2020-09-09T10:51:24+01:00August 28th, 2020|Category Management, Shopper behaviour, Insights|

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

Why isn’t sales history alone sufficient to understand shoppers?

2020-09-17T20:37:18+01:00June 11th, 2020|Views|

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

4 types of benchmarking in market research – and when to use them

2020-08-24T20:40:56+01:00May 30th, 2020|Views|

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

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

2020-08-24T20:26:45+01:00February 21st, 2020|Views|

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,

I think I found the perfect metaphor for starting a business.

2020-03-28T13:55:26+00:00February 3rd, 2020|Views|

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.

The one thing AI will never be able to help us with

2020-03-28T13:56:02+00:00January 13th, 2020|Views|

AI is going to change our lives – it’s going to remove so much of the mundane analysis. What’s more, it’s going to be able to predict things that previously we’d have had to figure out for ourselves. Wonderful stuff, machine learning. But don’t be fooled. There is one question AI will never answer.  It

Is this the golden rule of shopper insights?

2020-03-13T10:01:22+00:00December 9th, 2019|Views|

I am generally loath to dumb down anything into oversimplified bullet points, but I am going to make an exception today because I think this matter is so important but so ignored - it needs a little bit of extra focus! Most shopper insights are driven by suppliers seeking to "influence" retailers. We all know

The power of “autopilot” – how do shoppers really cope with grocery shopping?

2020-03-13T10:03:04+00:00October 17th, 2019|Views|

It’s a fascinating and familiar conundrum. Despite there being literally thousands of products in a supermarket that we never buy and are never likely to buy, we somehow manage to get in and out, buy our regular shopping, and complete the task in a relatively short time. Undistracted by everything we don’t need. I know