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  • Wachstum und Innovation - Beispiele der Zusammenarbeit Unilever – branding Kampagnen – weltweit Nikon – Konzept test PepsiCo – Konzept tests – Snacks Philips – in China – Konzept Tests
  • Wachstum und Innovation - Beispiele der Zusammenarbeit Unilever – branding Kampagnen – weltweit Nikon – Konzept test PepsiCo – Konzept tests – Snacks Philips – in China – Konzept Tests
  • Wachstum und Innovation - Beispiele der Zusammenarbeit Unilever – branding Kampagnen – weltweit Nikon – Konzept test PepsiCo – Konzept tests – Snacks Philips – in China – Konzept Tests
  • Wachstum und Innovation - Beispiele der Zusammenarbeit Unilever – branding Kampagnen – weltweit Nikon – Konzept test PepsiCo – Konzept tests – Snacks Philips – in China – Konzept Tests

Transcript

  • 1.  
  • 2. Europe’s Fastest Growing Online Market Research Agency
      • Established in 1999
      • 150+ Research professionals
      • 200+ Leading clients
      • Projects in more than 50 countries worldwide
      • Offices in Hamburg, Rotterdam, London, Madrid, Paris and New York
      • European panel of 850.000 consumers and global access (GER: 130.000)
  • 3. SHOPPER As Close as Being There
  • 4. We believe that the key to successful shopper research: replicating reality as closely as possible, in conjunction with ‘being there, capturing the moment’
    • Online shelves:
    • Zoom in / zoom out
    • Pick up / place back
    • 3D rotation
    • Shopping cart functionality
    • Feature cards
    • With / without pricing
    At home online surveys Real-time Reporting iPhone/Android app Scan product My Tasks Buy Shampoo Preparing dinner? Maak een foto of een serie foto’s van de bereiding van uw dagelijkse hoofdmaaltijd Track Heineken! Maak gedurende 1 dag foto’s van alles waar u Heineken tegenkomt. Buy a shampoo? Maak een foto of een serie foto’s het kopen van shampoo. U kunt ook een toelichting toevoegen Clothing trends Maak een foto of een serie foto’’s van alle dingen waar u trots op bent
  • 5. Shopper- Benefits
    • Customised  SHOPPER provides a Category Manager solution tailored and customised around your needs
    • Fully Evaluative  Offering a well-rounded perspective with evaluative and diagnostic qualitative and quantitative feedback
    • Latest Techniques  Including a suite of state-of-the-art online techniques, visually appealing and motivating with normative database and in-house design expertise
    • Delivers the base for Growth  Provides a solid foundation for improving Product and Category performance at the place of purchase
    • Proven Methodology  Chosen by numerous key FMCG’s around the world
    PACT ©
  • 6. SHOPPER Offering solutions for a broad range of Category Manager questions
  • 7. SHOPPER © MetrixLab’s SHOPPER SUITE © Shopper segmentation Orientation & SDT Assortment & Range optimization Packaging, POS & Pricing What different types of shoppers can be distinguished in my category and what does that mean for me? What is the shopper decision process and what does that mean for the optimal shelf configuration? How can I optimize my assortment or range to maximize reach & profit? What is the effect of a new packaging, POS material or price changes/promotions on my performance at the point of purchase?
    • Orientation Process mapping
    • Unveil (unconscious) shopper decision tree (SDT) by out of stock simulation
    • Evaluation of alternative shelf configurations
    • TURF or conjoint exercise
    • Optimize assortment to fulfill needs of different segments
    • Optimize assortment/range to maximize reach
    • Holistic methodology for pack testing: shelf impact, communication & business impact
    • Market simulation models based on conjoint methodology
    • Segmentation based on main purchase criteria
    • Segmentation based on shopping attitudes or behavior
    • From consumer to shopper
  • 8. SHOPPER © Shopper orientation & Shopper Decision Tree information is used to demonstrate category leadership and optimize shelf configuration Orientation & SDT What is the shopper decision process and what does that mean for the optimal shelf configuration?
    • Orientation Process mapping
    • Unveil (unconscious) shopper decision tree (SDT) by out of stock simulation
    • Evaluation of alternative shelf configurations
    • Shopper Orientation & SDT
      • is about understanding the path to purchase: - Level of planning - Type of planning - Orientation activities - Store choice drivers - In-store influencers
    • Shopper Decision Tree: selecting the product when in front of the shelf (or online store) Information is used to optimize trade marketing plans, demonstrate category leadership and optimize the shelf
  • 9. Mapping the path to purchase Using ‘drag&drop’ we let recent shoppers select those activities that occurred during their path to purchase, and the order in which they occurred. Next, we let them indicate how instrumental they were in making a decision. Planned purchase (60%) Impulse Buy (40%) What triggered the purchase? Seeing the product in the store Promotion Seeing other people own/use it Hearing/reading about it Seeing an online ad Specific functional need Old one broke What sort of planning activities / where? At home Store selection In-store Online price check spec check Recommendations Info gathering store visits Offer Prices Distance Quality / staff Reliability In-front of shelf decision making best replicated through CDT exercise Shelf cards Pack info Staff recommendation
  • 10. Shopper Decision Tree – understanding the decision making process in front of the shelf
    • The objective is to understand what happens in the mind of consumers when in front of the shelf, buying a product. It is about understanding the trade-offs that consumers make – and understanding which type of decision criteria (product characteristics) are most relevant in making a final choice
    • The SDT (Shopper Decision Tree) analysis derives the importance of product characteristics when making a purchase. Stated importance measures are at risk of over-rationalization
    • The information is mostly applied to the shelf organization (planogram) with an eye on maximizing ease of shopping, up-selling and trial behavior
  • 11. The SDT is derived through an out-of-stock exercise
    • The SDT is derived through an Out-Of-Stock exercise. This is a 2-step iterative process
      • Shoppers are asked to explore the shelf and select the products that they have actually purchased in the last week / on last shopping trip.
      • For each product that they purchased, they are confronted with an imaginary out-of-stock situation. They are asked which product from the shelf they would have purchased instead. This step is repeated up-to 5 times and ends when they would no longer buy or go to a different store
  • 12. The trade-offs that shoppers make reflect the importance of specific product characteristics. The level of loyalty to these underlying dimensions is indicative of their importance Resp.1 Resp.1 Resp.1 Resp.2 Resp.3 Initial choice 1st replacement 2nd replacement 3rd replacement 4th replacement 5th replacement X X X X Resp.3 X
  • 13. SDT output example
    • In this example for cheese, we see that consumers are primarily driven by the origin of the cheese and intended usage application, when buying cheese. These should be the two main dimensions for organizing the shelf
    Attribute Explanation Rank # Importance% Origin Domestic cheese; Foreign cheese 1 95% Application On bread; In a meal; In-between snack 2 89% Variant Sliced cheese; Block cheese; Spreadable; Cubes 3 63% Brand type A-brand; Private Label, Fancy Label 4 61% Absolute price High (> €5); Medium (€2,50-5,00); Low (< €2,50) 5 58% Pack type Foil Wrap; Hard Case; Plastic Cup; Alu Foil 6 57% Relative price High (> €15/kg); Medium (€10-15/kg); Low (< €10/kg) 7 30% Age/Flavor Aged; Ripe; Young; Grass; Soft; Fresh; With herbs; Raw Milk 8 25% Specific brand President; Arla; Philadelphia; La Vache; 9 21%
  • 14. SDT: output applied to optimization of shelf lay-out 1. Origin Meal preparation and topping 2. Application PL A-Brand On bread In-between snack Domestic Foreign Raw Milk Soft Cheese Spreadable Block Sliced
  • 15. Online Shelf Buy Test for business case development
    • The objective of the Online Shelf Buy Test is to build a business case for a specific shelf lay-out by quantifying the projected revenue.
    • It allows retailers and manufacturers to quickly and efficiently test the impact of alternative shelf lay-outs, category compositions, pack sizes and POS-materials.
    • Respondents are asked to shop the shelf as they normally would, imaging it is the newly organized shelf in the store where they normally shop.
    • The solution is scalable, allowing for revenue projections of multiple alternative shelves.
  • 16. SHOPPER © Assortment and range build-up optimization can have a significant direct impact on efficiency Assortment/ Range optimization How can I optimize my assortment or range to maximize reach & profit?
    • TURF or conjoint exercise
    • Optimize assortment to fulfill needs of different segments
    • Optimize assortment/range to maximize reach
    Assortment / Range Optimization Is about determining the optimum size and composition of a range at category or brand level Appropriate tools include: - Value Perception Test - Out-of-stock Game - MaxDiff - Shelf Buy Test
  • 17. SHOPPER © Range build-up perceptions often demonstrate poor understanding of how ranges are actually built-up Lowest price Highest price 78% 75% 72% 65% 56% 44% Ideal Store Specialty Shop Farmer’s Market Supermarket Self-serve Supermarket Deli Supermarket Fresh-chilled Lowest quality Highest quality
    • Drag & drop question type is used to map product ranges or stores on a price/value line or a quality line.
  • 18. Range Optimization questions invariably zoom in on questions around perceived differentiation and added reach/frequency
    • Range Composition at the category and brand level questions are very relevant – as they can have a significant impact on cost of operations and missed opportunities
    • Tools include TURF, Out-of-Stock and MaxDiff
    • Key measures are additional reach, frequency/variance and differentiation
  • 19. SHOPPER © Shopper Marketing Mix Optimization can have a significant direct impact on sales Packaging, POS & Pricing What is the effect of a new packaging, POS material or price changes/promotions on my performance at the point of purchase?
    • Holistic methodology for pack testing: shelf impact, communication & business impact
    • Market simulation models based on conjoint methodology
    • Shopper Marketing Mix Optimization Optimization of packaging and pricing can be among the most effective instruments for improving margins and contributing to the bottom line Appropriate tools include: - PACT Design Test - CBC Choice Based Conjoint - POS Materials evaluation
  • 20. Our pack design testing solution is seen as best-in-class by many designers because it very actionable Search Evaluate Decide Consider Stopping Power shelf test Brand & Product Identification Test Focus Tracker Design Hierarchy Test       Category Purchase Drivers    Brand Values Product Benefits Find-Time shelf test First Impression (KPI) Overall Pack Appeal (KPI) Purchase Intent (KPI) Dot Technique design likes/dislikes   Preference from the shelf OR
  • 21. The Focus Tracker technique can be applied to understand how consumers scan the shelf – helpful when testing alternative lay-outs or POS materials
  • 22. PACT © 36% 11% 44% 38% 45% 35% =picked up ..% 65% 48% 60% 57% Display A Display B Ring C Label D Base case: no POS POS material can have a significant impact on stopping power (measured in % picked up from shelf) Without any POS material 44% of people buy this blender This increases as follows with various different placements of POS material: in, and around.
    • Behind product 1.
    • Behind product 2.
    • Inside product
    • Attached to handle
  • 23. Choice Based Conjoint - used for ‘what-if’ scenario analysis for price and promo optimization
    • Repetitive choice exercise in which respondents trade-off products, prices and promotions. The output feeds into a market simulator which is used to project the impact of price and promo changes.
  • 24. End Slide New Product Development & Innovation UK Contact : Chris Kingsland + 44 (0) 20 3178 6277 Direct + 44 (0) 7958 332 764 Mobile [email_address]