shopper research
DESCRIPTION
Learn about how to do shopper research Qual Street stylee...TRANSCRIPT
![Page 1: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/1.jpg)
1
Shopper Research By Kath Rhodes
![Page 2: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/2.jpg)
2 2
2
It’s not that easy getting shopper research right...
![Page 3: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/3.jpg)
3 3
3
1. People often make choices intuitively, instinctively, repetitively... They find it
hard to explain their behaviour
![Page 4: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/4.jpg)
4 4
4
2. When they do chat about their behaviour they’re unreliable
witnesses...
![Page 5: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/5.jpg)
5 5
5
3. And it’s hard for researchers to always be there in the moment when
people are actually shopping...
![Page 6: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/6.jpg)
6 6
6
4. Plus consumption usually happens outside the store, but still affects
shopping choices...
![Page 7: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/7.jpg)
7
Here’s the Qual Street take on how to get around the challenges shopper
research presents...
![Page 8: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/8.jpg)
8 8
8
1. Use ‘Live Action’ methods... that capture shopper behaviour as it
happens. The classic...
Observations & Intercepts
Watching shopping and asking questions that help
understand choices
![Page 9: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/9.jpg)
9 9
9 Observations & Intercepts: Two Golden rules for observing...
1. Use mindfulness techniques – see Maria Konnikova’s ‘How to think like Shelock Holmes’
2. Develop Hypothesis about the behaviour you are seeing
![Page 10: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/10.jpg)
10 10
10 Observations & Intercepts: Three Golden rules for intercepting...
1. Be in-store at the right time – think when, how, if people shop in this category
2. Be in the right place – think demographics & store format
3. Ask the right questions – uncover behaviour, test hypothesis...
![Page 11: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/11.jpg)
11 11
11 Here are some good intercept questions...
What choices were you
weighing up?
What was easiest for you
to spot?
If you hadn’t chosen that what would you have
gone for?
What one thing tipped you into choosing that?
What did you think about
when you were selecting that?
![Page 12: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/12.jpg)
12 12
12
Another live action method...
Real time shop-alongs
Tagging along with shoppers in-store
(recruiting them there and then) and then
following up on key behaviours you are
interested in after the shop... Or setting up
screen share shop-alongs for on-line
shopping
![Page 13: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/13.jpg)
13 13
13
Or a Live Action Quant method to consider...
Shopper Retail Insight (SRI)
This business has involved its expertise in football stats
into a technology that reveals shopper behaviour...
(www.shopperretailinsight.com)
![Page 14: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/14.jpg)
14 14
14
2. ‘Experiments’ can lead to shopper insight too...
![Page 15: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/15.jpg)
15 15
15
The simplest ‘experiment’ - use the store
Ask respondents to make a choice and then explore it...
![Page 16: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/16.jpg)
16 16
16
Or more sophisticated ‘experiments’...
Set up alternative choices in a ‘mock’ shop and experiment with
these
![Page 17: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/17.jpg)
17 17
17
Or future focused NPD ‘experiments’
Reproduce Jpegs of competitor set packs and develop your own
future pack/ NPD ideas. Pin the jpegs to your pinboard in
category groups and see which ones respondents go for
Play choice games in qual groups – try ‘The Board
Meeting’ game
![Page 18: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/18.jpg)
18 18
18
3. Gathering ‘evidence’ helps us uncover real behaviour
![Page 19: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/19.jpg)
19 19
19
‘Evidence’ can be gathered in ‘low tech’ and ‘easy tech’ ways over time...
Collecting receipts, photos of products...uploading onto on-
line qual sites
![Page 20: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/20.jpg)
20 20
20
And there are great apps for collecting on-going ‘evidence’ too...
Photograph, voice record, video, text and type uploads that
record behaviour – needs project managing...
https://www.ethosapp.com/
Ethos app for example
![Page 21: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/21.jpg)
21 21
21
4. Finally, there’s a place for Q&A sessions in shopper research too...
![Page 22: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/22.jpg)
22 22
22
Exploring what other people did/ hypothesis testing
For example, showing photos of other shoppers’ behaviour somehow helps consumers
tune in to their own
![Page 23: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/23.jpg)
23 23
23
Understanding how some brands have ‘locked in’ habitual behaviour
Eliciting how and why people are connected to brands
![Page 24: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/24.jpg)
24 24
24
Recalling shopping experiences that have formed behaviours
Eliciting the sticky ideas that have stuck in the consumer’s
mind
![Page 25: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/25.jpg)
25 25
25
And in general, it’s important to make sure the ‘store’ is always part of the consumer research project
Blow-up photos of the fixture in groups and refer
back to the fixture throughout the session...
![Page 26: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/26.jpg)
26
Here’s how to spot a good qual shopper researcher. Ask yourself these
questions...
![Page 27: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/27.jpg)
27 27
27
Are they doing enough ‘live evidence’: right time, right place, right questions?
![Page 28: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/28.jpg)
28 28
28
Are they up for intercepting, doing live interviews, being anywhere &
everywhere? On a Friday night... In Wigan...
![Page 29: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/29.jpg)
29 29
29
Are senior people with strong interpretative skills doing the
fieldwork? If it matters when it happens, you have to have people there
that matter when it happens...
![Page 30: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/30.jpg)
30 30
30
Have they done a recce of the stores they’re using before the research
starts?
![Page 31: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/31.jpg)
31 31
31
Do they know in-store protocols and how to work with store colleagues?
![Page 32: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/32.jpg)
32
The Client’s role in making the project work...
![Page 33: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/33.jpg)
33 33
33
Frame research objectives to focus on the behaviour you want to change
![Page 34: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/34.jpg)
34 34
34
Get the necessary in-store permissions
![Page 35: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/35.jpg)
35 35
35
Over the long term develop a mock shop with full pricing and
merchandising
![Page 36: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/36.jpg)
36 36
36
Deliver all shopper behaviour data you have to support a project
![Page 37: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/37.jpg)
37 37
37
Debrief differently - at the fixture, with shoppers, using film & photo
footage
![Page 38: Shopper research](https://reader033.vdocument.in/reader033/viewer/2022051817/548e337db4795949688b4685/html5/thumbnails/38.jpg)
38
That’s it! Good luck with your shopper research project...