It’s the end of another year of working with clients on all matters shopper. I am sure we all feel another year older, and perhaps a little bit wiser (all being well!). I thought I’d summarise the bigger things that have struck me this year: The ten top secrets of making shopper research work
Research outcomes, benchmarking and the “reptilian” brain: Human psychology has an interesting underlying trait that helps get impact and meaning from research. Since the dawn of time we have evolved to compete, to fight, to win. Our reptilian brain (the amigdala) psychologists believe is still running an operating system that was designed to keep us
Simple, you say. People are so loyal they sprint to somewhere else to buy it! Well, clearly not I every case. Buyers and sales people have to pour cold water on the white hot enthusiasm on the typical brand manager! In deciding how to range any category in a store, with a view to optimising
The tough question in Shopper Marketing? As brand manufacturer people many of us have years of experience in working out how to inspire consumers to buy our brands. It’s not a massive leap onward to work out how this translates through the path to purchase (it’s a leap, but hopefully not a chasm!) Where sometimes