Shopper Research

Understanding the Holiday Shopper

The modern shopper marketer is typically armed with loads of shopper data. But as the holiday season approaches, shopper marketers beware. Much of your data might be of limited use …Read More

Profile PhotoMike AnthonyNovember 6, 2017

What Do You Need To Know When Collecting Data

Podcast Script How do you go about doing research? And how do you know what you should be researching? There are 4 areas to understand: About the consumer About the …Read More

Profile PhotoToby DesforgesSeptember 14, 2017

How to Evaluate In-Store Marketing Effectiveness

Again and again we poll clients (and agencies) and again and again we come up with the same answers. Despite the apparent increase in the availability of data, too often the effectiveness of in-store marketing activities is simply not measured, or not effectively measured.Read More

Profile PhotoToby DesforgesJune 19, 2017

Bad Shopper Segmentation Models

In recent years, there has been a rush of shopper-segmentation models. Research agencies, looking to find a common approach to analyzing their clients’ data, have created their own shopper-segmentation models. Standard segmentation models have many upsides--they create a common language throughout an organization and, in particular, between manufacturers and retailers. Manufacturers who do not understand how their retail customers look at shoppers will increasingly find it difficult to gain traction for their initiatives. They create significant levels of efficiency, too, and avoid the need to crunch data through multiple statistical models to find new segmentations. The difficulty, however, with all of these segmentation models lies in exactly how to apply them. Read More

Profile PhotoToby DesforgesMay 1, 2017

How to Ensure That Shopper Research Leads to Actionable Shopper Insights

It’s a recurring challenge – too often shopper marketers (and their bosses) are frustrated that, after taking the plunge to invest in shopper research, what they get in return is data, not actionable insights. While a lot can be done to create better, more actionable insights from existing research, the keys to creating really actionable shopper research lie before the project starts.Read More

Profile PhotoToby DesforgesMarch 27, 2017

Big Data Isn’t Enough – We Need More Qualitative Shopper Research

Qualitative research seems to be out of the spotlight. Nowhere is this more true than in the realm of shopper marketing, where qualitative shopper research techniques are squeezed out by the more prevalent quantitative techniques such as exit interviews and observations, as well as reams of loyalty card, panel and scan sales data. In amongst all of this, what room is left for qualitative shopper research?Read More

Profile PhotoToby DesforgesMarch 13, 2017