Latest Industry research carried out by the Category Management Association and TPG identifies application of insights and identification of strategy as the most pressing areas for improvement in category management. The journey, they say, starts with understanding shopper needs and wants and finding the triggers to improve the "Path to Loyalty". Welcome to Shopper
Some learnings from our most recent research really struck me. The numbers of shoppers who have tried on line and no longer use it. The bias to homes where there are small children and a non working homemaker. The relative unwillingness to buy chilled and fresh on line. I also noted that shoppers tend to
In a recent interview with McKinsey, Ahold CEO appears to back the idea we have built our business on, which is measuring outcomes with shoppers. And its about benchmarking.... "We’ve defined three promises—to be a better place to shop, a better place to work, and a better neighbor—with the simple overarching message that we
Much discussion in the UK about Aldi's onward march taking share from the major Supermarkets. Assumptions abound about price being a dominant factor in stealing shopper baskets. But as our earlier research has shown for many shoppers the appeal of interesting foods and one off deals is almost as important in making the trip, particularly
One things we hear from clients almost daily is "I have loads of data but its not being used, what I need is insights!" The quandary of business today is that technology is delivering data in increasing amounts, faster than its helping us get the insights from it. One area that is starting to
Tesco are seeking to slash ranging. So where is bigger assortment “good” and where is it “bad”? And what can Shopper Research usefully can tell us? The new paradigm is that broad ranges in supermarkets is now a problem. The discounters, we are told, have proven the beauty of “less is more”. And the almost
An insight about insights from Darwin? One can draw lots of parallels between business success and the theory of Evolution, not the least of which is the concept of survival of the fittest, ie the entity that is best adapted to the environment (market) will succeed better than the less adapted. Good news is
Are half your Shopper Research recommendations misleading? ….the search for Significance As researchers, we report findings to clients. We have a responsibility to offer considered guidance based on that research (only) rather than guess work, otherwise why bother with research? We seek to understand what the real life shopper wants so that the commercial outcome
Category Role - at the heart of category management for 20 years, but until now vague and prejudiced! Category Role - back to the basics - but what's the problem?Its been part of category management thinking for 20 years since my friend Dr Brian Harris developed the "8 step process" with The Partnering Group. But to
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