The evolution of shopper behaviour
Shopper behaviour used to be pretty straightforward. It was mostly predictable and easily understood. We had three basic modes of shopping. Shopper behaviour in days gone by Firstly, there was …Read More
Kathleen LeeOctober 25, 2018 
Another example of the power of the shopper
Not convinced about the power of the shopper? Think on this. Imagine you’re launching a new strawberry scented hair mousse aimed at a consumer group of teenage girls. Consumer research …Read More
Kathleen LeeSeptember 6, 2018 
You need to pick your battles
The world of retail is growing more and more disruptive, making it increasingly important for us to define the retail spaces or channels that you use to target shoppers. (Read …Read More
Kathleen LeeApril 24, 2018 
Get strategic about your shopper!
We are in the age of the shopper! Gone is the model that consumer goods businesses used in days gone by. No longer can we merely understand the consumer or …Read More
Kathleen LeeApril 9, 2018 
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
Mike AnthonyNovember 6, 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
Toby DesforgesMay 1, 2017 
