This report takes an in-depth look at Shopper Missions and examines shoppers’ behaviour across all missions in relation to frequency, patterns, channel, planning, spend and more.
A ‘mission’ is the original reason the shopper embarked on a particular shopping trip. It is not as effective to take a retrospective only look at what they ended up doing, therefore our research uses methodologies to establish the original reasons for their trip, and what they intended to buy. In this way we could establish what they had bought that they hadn’t intended to…and why.
We know that there are 100’s of possible reasons why people carry out a shopping occasion, but for the purpose of research it is necessary to classify these into certain groups. Taking into account the motives of shoppers when carrying out their food & grocery shop we have segmented them into three main mission types…
This report will:
-Identify & define the different Shopper Missions
-Look at frequency, and shopper types identified with the missions
-Find which channels are related with which missions
-See how spend varies across missions
-Investigate the differences in planning of individual items, meals, and shops