In the 1950s your and my grandmothers (not often grandfathers I suggest) would set off on foot or by bus with kids in the pram and walk up and down the local shopping street in the rain going from shop to shop to buy (a few) provisions for the next day or two. Like so
Unconscious bias. That’s what psychologists call it. We give things names but then are largely unaware that this may affect our thinking, perhaps for the worse. So, when we call stores like Aldi, Lidl and Poundstores “Discounters” the risk is we then make the shortcut in our thinking that these stores are about offering the
There are quite a few ways that time and money get eaten unproductively in shopper research. More than one company researches the same thing Small-scale projects are inherently inefficient Too much project time spent re-inventing the wheel We like to think at Shopper Intelligence we have made a significant step towards a more cost-efficient model
We know that it may be a little awkward for us to talk about the elephant in the room, but although a manufacturer is often funding the shopper research, we all know that unless it “delivers” for your retailer, it’s not going to get very far. So, it must be worth taking some time to
Don’t do it Yes, the very first question is whether its really worth it. Are you going to be able to turn any new insights into business gains? No one should do research just to “find things out”. Look at what you already know A variant of 1, but maybe you already know the answers.
‘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