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How do you go about undertaking shopper insights research? How do you gain that real, usable data about shoppers, their behaviour and how they interact with your brands and business?
Maybe your company is a big fan of focus groups (hopefully not!), database marketing or a simple post-purchase interview with customers to gain some understanding into their thought processes. While these techniques certainly count as shopper research – do you really gain effective insight from them?
To be competitive in the modern retail businesses your shopper strategy needs more than second hand information that is lacking in accuracy. It needs knowledge and understanding of shoppers and their behaviour, gained from true customer insight – not something you can always gain from a public focus group!
Let’s take a step back for a second. What are shopper insights? And how do they impact marketing effectiveness?
Shopper insights are the results of shopper analysis taken and used to develop an understanding of what people want to buy and how they buy – identifying trends in consumer and shopper behaviour. Knowledge that companies can then use to deliver optimised marketing, category and brand strategies that deliver product sales growth and increase profits within their industry. It’s powerful stuff.
Here’s a free example for you. Current research data has shown that in recent years, consumers and shoppers have become more health conscious when it comes to their shopping habits.
Sugar consumption is on the decline. Sales of regular carbonated drinks have fallen and the UK Government is making an effort to have people cut back on their consumption of sugar. Nearly two-thirds of the country’s households are responding to this effort.
Ask yourself, does this give you any indication as to why or are assumptions made about shoppers behaviour? What are shoppers motivations for not buying as many sugary products? What are they buying in their place? You need to make sure your insights are detailed enough to truly understand your shoppers’ motives.
Shopping Behaviour Xplained are leading experts in shopping behaviour helping you uncover what really goes on inside the mind of your shoppers’. Going beyond traditional methods, we use our experience and creative market research techniques to help our clients understand their customer audience, and help change their advertising and shopper strategy to bring them success within their market.
So if focus groups aren’t the answer, then what is? What should your business do to help bring future success? You need research that really taps into what your consumers and shoppers actually do, not what they think they do or what you assume they do based on data. At SBXL we offer exactly that. No mucking about – just results!
Contact us for research and consulting in the challenging and evolving world of the consumer. You can contact us on: 01543 255 259 or Email: email@example.com
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