3. SHOPPER As Close as Being There

6. SHOPPER Offering solutions for a broad range of Category Manager questions

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

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

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

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

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]