‘Insight’ surely a leading candidate for the prestigious title of the most overused term of the decade. Everyone seems to have a different view of what it is, but – let’s face it – the word gets applied to almost everything and anything. So, time for us to weigh in here. To us, shopper insight
I am pleased to announce the adoption by Shopper Intelligence of a new global brand identity. What’s the point of this? Well, when we started the business a few years ago we thought that the basic concept of measuring for shopper satisfaction for supermarket categories was a fairly simple idea: to plug an obvious gap
Before we get to the crux of this blog, first a story. I was on holiday in a lovely part of Southern Italy. I went on a tour of an old Olive Oil farm and visited the ancient on-site olive press. Their set-up was brilliant and had been in use since Roman times. I took
OK, we should probably re-phrase our question for this blog - does shopper marketing waste too much time in our companies? But what exactly do we mean by that? In our business lives*, there are two key things that contribute to time wasting. Firstly, spending too much time and effort on the wrong activities. Secondly,
It’s a truism to say a research project is only as good as the brief. But how much time really goes into the planning of research versus the doing of research and the attempt to land the learnings from the research? All too often the bias of the time and effort is on the latter
I was looking at data from our recent Shopper Intelligence measurement programs in Australia where recently we compared shopper views of their category online shopping experience compared to the equivalent shopping trips in physical stores. To be honest, I didn’t expect to see quite such big differences. It's apparent that an on-line shop triggers very
Today I want to pay homage to the god of incrementalism. The idea that rather than find a giant leap forward for our category (we know how that worked for the Chinese), in cat man we mostly operate a continuous process of finding the small improvements that keep moving us towards “better”. And nudging the
High-value shoppers - they may be harder to win, but surely it’s worth the effort? If you ran a restaurant or a law firm, a garage or a dress shop, which customers would you care about most? It’s the loyal ones, right? The ones that spend the big money, who buy at full price. You
Wow, perfection! Quite a challenge. Well, let us soften the objectives to “great” then. Many of us spend hours crafting charts on PowerPoint slides. We love ‘em don’t we? Getting the perfect data, selecting the right chart type (Who likes pie charts? Who prefers bar charts?), selecting nice pictures (thank you Google), dropping in punchy,
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