The most common mistakes in shopper research
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Transcript of The most common mistakes in shopper research
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7 tips for better
Shopper Research
Source: Flickr
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Nobody records, in detail, what was in the store
“4% of shoppers switched brands because they noticed a promotional sign.”This could lead us to conclude a poor effectiveness of promotional signBut…
what if the sign was only in 10% of the stores?
It is useless without understanding the in-store stimulus provided to shoppers
Source: Flickr
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Understand the context of the data you are looking at...
Here are 7 useful tips
for doing shopper research
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1. Get a map of the store
A simple block diagram which maps out which categories are where,
where displays, checkouts, media, elevators – well – pretty much everything
(including the washroom!) is located. This
macro map can be used to highlight the location of all of the ‘points of interest’
(the category, displays for your brand and
competitors, or competing categories.)
Source: Flickr
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2. Get photos of the fixture
The photos (and modern photo-stitching software is brilliant here) show what
the shopper sees. A video can be a useful addition.
Source: Shutterstock
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3. Record prices, promotions, stock levels and out of stocks
Within the category, everything which might possibly impact the shoppers’ behavior needs to be recorded. Every sign,
wobbler, sticker, price, discount, flag. Inventory levels, and in particular, out-of-stocks, are critical.
Source: Flickr
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4. Go to the stores yourself
I was working on a project in Korea once, and for some
reason the signage the client was using was having no impact whatsoever. It was
only upon visiting the stores themselves that it became
clear what the problem was. The signage was simply too high and was out of the line of sight for everybody. The photos didn’t pick this up, but a quick trip to the
store certainly did.
Source: Flickr
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5. A snapshot is just that
Fieldwork often runs for several days, across several stores, and things change. Images should be recorded
every day of the activity. In very fast moving categories stock levels and out of stocks should be recorded more
frequently, potentially hourly.
Source: Flickr
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6. Look at the data store by store
As a quick check-step, look at the data, store by store, and check for any glaring anomalies (we once found one
store in a sample of twenty which was responsible for virtually all of brand switching – guess what?
the brand was out of stock in that store!)
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7. Print it all off for the research presentation (and store it together with the report for future use)
Source: Flickr
One last tip: make sure all of this is ready and easy to access for the research presentation. Enlarge the store maps and photos and pin them to the wall if you can, so that it’s easy
for them to be referenced during the presentation.