Shopper Insights
When you are looking to influence consumer choice via in-store marketing plans, out-of-store marketing communications, and/or store channel selection, it is imperative to understand consumer shopping behavior from pre-purchase through post-purchase. We can go beyond scanner data to ask relevant questions which provide a more complete picture of the buyer and his/her shopping dynamics.
Business Needs
Need to understand what is driving shopper behavior by evaluating consideration/purchase choices (and why) within a short time after purchase is made.
or
Need to understand the differing dynamics between the shopper and user.
Example Questions
- What brands did you purchase?
- Why did you purchase those brands?
- Which stores/channels did you consider for product?
- Which store/channels did you actually purchase the product in?
- Was it part of larger shopping excursion, or did you shop primarily for product item?
- Was the decision to purchase product/category made at home or at the store?
- What influenced your choice of brands (in-store/out-of-store variables)?
