What does “improving shopper satisfaction” actually mean for us?

By | 2018-01-18T12:26:19+00:00 January 18th, 2018|Views and insights|

One of the most simplified ideas in category management and shopper marketing today is “satisfying the shopper”. It’s even the proposed goal of the Category Management Association (The CMA, a professional association, that exists to help its members drive meaningful category and brand growth by building shopper satisfaction and facilitating strategic collaboration between retailers, suppliers and

5 ways your category can lose sales in store

By | 2018-01-11T08:35:30+00:00 January 10th, 2018|Views and insights|

My starting point here is that there is a shopper in the store, with a need for your category or product. They may not be thinking about it, but they are at least an occasional buyer and right now they don’t have any at home and/or they could happily use or consume one. Clearly, not

What can we learn about in-store marketing from dating?

By | 2017-12-29T12:13:32+00:00 December 29th, 2017|Views and insights|

After extensive research with my kids (yes, they are over the age of majority!), I can report that dating has remarkable similarities with in-store marketing. Not convinced? Then read on. Step 1. Getting noticed Wow, a lot of pre-nightclub effort goes into looking right. Choosing the right outfit, sorting the hair, doing the make-up, to name just

What’s the shopping mission type we rarely focus on?

By | 2017-11-30T09:41:20+00:00 November 30th, 2017|Views and insights|

I hear more and more often about the need for shopper marketers and category managers to think about shopper missions as the underlying construct for their plans. I totally agree. Brand managers think “consumer needs” to build their thinking. Shopper mission is a kind of the shopping equivalent. Of course, at the macro level, this

“System 1 and 2” in shopper research. Let’s not get carried away!

By | 2017-12-20T11:21:06+00:00 November 21st, 2017|Views and insights|

There is a hunger in our frenetic business world for simplicity. But any researcher knows that the human mind is incredible and impossibly complex. Any understanding of decisions and attempted prediction of behaviour requires skill, experience, several different research techniques, and a lot of judgement. There are no simple answers. It’s tempting for any of

How best to understand online grocery shopping

By | 2017-12-20T11:21:23+00:00 November 8th, 2017|Views and insights|

To me, there are two fundamental things to seek to understand the online shop. First, how does it differ from the physical store experience? Second, how is it the same? Clarity on these will be powerful in understanding how shopper marketing for online should be an extension of past thinking or totally different. I think

“How Brands Grow”, by Byron Sharp. Some top line implications for Shopper Research.

By | 2017-10-28T09:13:59+00:00 October 28th, 2017|Views and insights|

This book and the thinking within it is gaining a great deal of traction across the packaged goods Industry. If you haven’t read it, my layman’s summary is that panel data meta-studies over time show that it's far more powerful (effective) to increase penetration (ie recruit more buyers) than to try to enhance loyalty as

The what and the why. The yin and yang of shopper research.

By | 2017-10-26T15:46:05+00:00 October 26th, 2017|Views and insights|

Different purveyors of methodology place differing emphasis on different types of shopper learning. To us, its all about understanding clearly current changes in shopper behaviour.  First, you need to know what shoppers are doing (how their choices are changing). Then you need to know why they are doing this. One without the other won’t get

Shopper researchers need more empathy

By | 2017-10-17T14:04:51+00:00 October 17th, 2017|Views and insights|

I don’t mean they need to be more cuddly and approachable as people (although that might be nice!) I mean that the researcher needs to be able to put themselves in the shoes of the other guy. The competitor. One of shopper research’s critical functions is to represent the external world to the business. And