One Price Fits All

Depending on the impact your in-store marketing activities have on future consumption, they might be a raging success or an abject failure. That’s a pretty dangerous gamble in a consumer goods industry that is spending around $280 billion a year on this stuff.Read More

Profile PhotoMike AnthonyOctober 9, 2016

Shopper Research

With clarity around what insight is desired, a research manager is well placed to take the shopper research project forward. Many of the steps included here are common for any research process, but a number of significant differences exist between consumer research and shopper research that are worth special attention. The prime differences revolve around the role of the retailer in conducting the research and implementing the findings. The other consideration is to select the appropriate partner for research, which can make or break a research project.Read More

Profile PhotoMike AnthonyMarch 27, 2016