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Distilling Insight Through The Shopper's Eyes
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Distilling Insight Through The Shopper's Eyes

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KL Communications presents a case study at "The Market Research Technology Event" in which they show how they worked with a popular liquor brand to collaborate with customers in revamping in store …

KL Communications presents a case study at "The Market Research Technology Event" in which they show how they worked with a popular liquor brand to collaborate with customers in revamping in store displays.

Learn more at: www.klcommunications.com

Published in: Business, Education

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Transcript

  • 1. Distilling Insight Through The Shopper’s Eyes May 1, 2012
  • 2. OutlineChallenges & Objectives Current Approach New Solution What We’ve Learned
  • 3. ChallengeBehavior is measureable… …but what drives behavior?
  • 4. Current SolutionsSIP has answered several key questions: WHAT? – Detailed sales metrics WHERE? – Analysis of channel & regional data WHO? – In-depth shopper segmentationBut WHY? This is the key to truly impacting the purchase decision
  • 5. A New Solution Community EngagementSocial Media In-Depth Analysis Research Co-Creation
  • 6. Community
  • 7. Targeted RecruitingAge verification Application, not Registration
  • 8. Social Media Listening
  • 9. Co-CreationIdea Idea Idea IdeaIdea Idea Ide Idea Idea a Better Idea Better Idea Better Idea Great Idea An iterative process adds value to a collaborative effort that showcases a crowd’s creativity.
  • 10. Distilling Insight
  • 11. S.I.P Case StudyWhy did I choose unbranded approach?The decision to go “un-branded”Most have been ‘consumer’ oriented but we wanted tobe ‘shopper’ driven without big name biasUpside: Leveragable with the retailers, buyers, and distributors as unbiased.Downside: More care required to keep the brand bias out. Can not promote my own brands.
  • 12. S.I.P Case Study Endless possibilitiesOptions....Pre-Shop Shopper vs Consumer Store Selection & Planning Ad browsing, Digital usage My Products vs Competition Usage/Recipe Ideas Pre-omnibus research vsIn Store Research Follow-ups Product Trial / Loyalty Purchasing/Shopping Can run a theme for months vs In Store Promotion 1-offs Planned vs UnplannedPost Shop & Consumption
  • 13. S.I.P Case StudyCASE #1Market Structures and Consumer Decision Trees Pre - store Total Spirits Flavored Pre-Mixed / White Spirits Brown Spirits Alcohol RTD (Net) (Net) Beverages Cocktails Whiskey /In - store Rum (Net) Vodka (Net) Gin Tequila Bourbon Unflavored Unflavored Scotch Brandy / Flavored Flavored Cognac Cordials or Spiced Liqueurs
  • 14. S.I.P Case StudyCASE #1 cont’Balancing the Quant and Qual With each ‘What’, you can ask the ‘Why’
  • 15. S.I.P Case Study CASE #2Shelving initiative:
  • 16. S.I.P Case Study CASE #3We don’t know what we don’t know...We are all experts in our product segments so we arebiased...Think back to when you were new to your category... You probably had lots of great ideas, New perspectives Brought new excitement to the game....This is the same fresh input coming into your world topossibly help shift your paradigm
  • 17. S.I.P Case StudyCASE #3 cont’ Expected Findings We were expecting to find a new form of brand blocking, price flow, segment mixing, etc... We heard that the segments, brands, and price flow or not an issue – shoppers are too familiar with the existing format and generally do not want the disruption Unexpected Findings 1) Worry about breaking bottles 2) Light up the bottles with LEDs
  • 18. S.I.P Recap1. It’s a relationship: people are eager to help if given the opportunity2. Its not just radio buttons and crosstab results: get open feedback3. Double check your existing information, better plan new research4. Find a fresh perspective
  • 19. Thank YouQuestions