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Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
Hacking	the	Snack	Aisle:	Using	Mobile	Qual	–	Research	Innova<on	
Corrine	Sandler	–	Fresh	Intelligence	|		Steve	August	–	Fo...
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Steve August and Corrine Sandler Research Innovation 2016

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How do you decide where in a store to put a new healthy snacking item? FocusVision and market research firm, Fresh Intelligence, utilized mobile research technology to investigate shopping habits and purchasing decision factors among snack food consumers. With this approach, we uncovered insights that can help brands increase shopping frequency and convert more shoppers into buyers. This talk will cover how we designed the study to map consumer snacking habits from the home to the snack aisle, and key learnings about how to get the most of in the moment mobile qual.

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Steve August and Corrine Sandler Research Innovation 2016

  1. 1. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 Hacking the Snack Aisle: Using Mobile Qual 7 December 2016 Corrine Sandler Steve August
  2. 2. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 Every category manager (and retailer) wants to:
 Convert more shoppers into buyers Increase saGsfacGon and loyalty Increase basket size Increase shopping frequency
  3. 3. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 We need insight 
 from the store
  4. 4. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
  5. 5. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 QUANT
  6. 6. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 QUAL
  7. 7. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 of a typical grocery shopping trip is spent navigaGng and searching aisles Source: Explorer Group Research hQp://www.canadiangrocer.com/top-stories/eight-secrets-of-how-people-shop-the-grocery-store-66350
  8. 8. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 In-store shop-alongs Wearables
  9. 9. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 So we want seamless …and scalable
  10. 10. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
  11. 11. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
  12. 12. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 Business ObjecGve Develop an in-store strategy for a new snack product
  13. 13. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 3 research areas: What snacks people buy Why they buy them How they shop in-store
  14. 14. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 The Approach Go beyond asking what snacks people buy and get closer to their day-to-day life
  15. 15. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
  16. 16. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 Instead of asking… Which snacks do you eat and why Which snacks did you buy in the last week and why What do you like or dislike about these concepts? We did… “Snack Stash” Ac:vity “Snack Safari” Ac:vity Comparison between concept and other products at home or seen in store
  17. 17. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 Canada Canadian French/English, mul<-language, large scale Day 1 Day 2 Day 3 Day 4 Welcome & Instructions Snack Stash Product Trial Snack Safari
  18. 18. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 “They saGsfy my sweet craving. Most contain chocolate (which I love) and instantly give me "comfort". It's like gedng a hug!! I typically eat these afer work and afer dinner” “Peppers: I like the taste, they are light and refreshing and a good appeGte curb between meals. I ofen cut them up and take them to work to snack on. No calories.” Snack Stash
  19. 19. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 Snack Safari
  20. 20. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 “This is a picture of my healthy snacks that I purchased during my grocery shopping. I found these items down an aisle that had mostly healthy choice items.” “Mon panier, une chance que les enfants n'étais pas la ! Mon panier aurais été trop peGt.” “Tonight I seQle on these purchases .... GluGno crack, the dog treats, popped chips, and some ingredients I need for a great chili.” Snack Safari
  21. 21. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 “I like the flavors, I am automa3cally drawn to the color of the bags-so vibrant” “They come in a variety of flavors. I also think that the packaging is bold which really catches my aAen3on. They look as though they would be delicious with other toppings or dipped in a variety of sauce” “A colleague of mine had brought them into work to share for a mee3ng and I immediately fell in love with them and all of the flavors” “I would like a taste test before I purchase. I would learn about this product through adver3sing, TV” Concept Evalua<on
  22. 22. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 Research Findings
  23. 23. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 Produce
 Chips
 Crackers
 Dairy
 Bars
 Granola & 
 Breakfast Bars
 Bulk Gluten Free
 Chocolate
 People are (snacking) creatures of habit
  24. 24. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 
 “I don't normally look at signs when I shop. I shop at the same places so I'm very familiar with were what I want is so I do it without looking. I know were what I want is kept.” Alana H. Two snack shopping modes: HunGng…
  25. 25. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 “I went shopping at an independently owned and operated store called Fiesta Farms… they have their snacks in various places in the store, a lot of the times at the end in between two aisles that might not have anything to do with snacks. I usually go through every aisle! Unless of course I am just running in for a specific item.” 
 Ladan B. Controlled Browsing “Unless I am visiting a grocery store with a single purchase in mind, I normally just go up and down all the aisles. However, if I'm trying to avoid the unhealthy snack options, I'll just avoid the chip aisle and save myself from the temptation” 
 Dave T. Two snack shopping modes: …and Browsing
  26. 26. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 Business
 Impact
  27. 27. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 SUCCESS Client developed in-store strategy and successfully launched product
  28. 28. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 ImplicaGons for Marketers
  29. 29. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 For any research, start with the big picture • For CPG purchasing, the shopping aisle begins at home Get closer to the moment of truth •  Recording responses during the shopping process can help avoid recall or raGonalizaGon skews Choose the right plamorm for seamless research experiences • Mobile offers a unique opportunity to be wherever a respondent is; but it’s not always the best soluGon
  30. 30. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 Thank you Corrine Sandler Founder, Fresh Intelligence corrine@validateit.com Steve August CMO, FocusVision saugust@focusvision.com
  31. 31. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016 Q & A Ray Poynter The Future Place Corrine Sandler Fresh Intelligence Steve August FocusVision

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