We believe that the key to successful shopper research: replicating reality as closely as possible, in conjunction with ‘being there, capturing the moment’
Zoom in / zoom out
Pick up / place back
Shopping cart functionality
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
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
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
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
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
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
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%
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
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.
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
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
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
The Focus Tracker technique can be applied to understand how consumers scan the shelf – helpful when testing alternative lay-outs or POS materials