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Shopper Research

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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
a cup of black coffee on a sourcer next to anote book and a pen and laptop

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

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