Our research into Shopper Typologies & Segmentation takes all the data from our reports from 2011, and examines shoppers' attitudes and motivations across such areas as Spend, Health, Brand Image, Online, Digital/Smartphones, Enjoyment, Plan v's Impulse, Loyalty, Price & Promotion and the importance of Price.
It looks at these behaviours and segmenting by Age, Gender, SEG, Singles, Couples, Parents, Empty Nesters and Older shoppers, comparing and contrasting the different attitudes amongst the key drivers listed.
This document provides an overview of shopper missions in the UK food and grocery market, defining different types of missions like main shops, top-up shops, and meals for tonight. It examines key aspects of each mission such as typical spend, preferred channels, and differences in planning. The report utilizes a framework of shopper missions to analyze consumer behavior and provide insight into targeting shoppers at different stages of the purchasing process.
In this presentation, Jeff Maloy discusses how shopper marketers and retailers can benefit from customizing shopper marketing programs and solutions to specific shopping occasions.
This presentation includes segmentation based shopper behavior and pantaloons case study. It defines the shopping behavior of consumers in an pantaloons store.
Ratera & van Galen is an independent market research and retail consultancy firm that specializes in shopper research and trade marketing strategy. They use various methodologies like in-store intercepts, focus groups, video monitoring, and traffic flow analysis to understand shopper behavior. Their services help clients with category definition, category layout, ideal product ranges, promotions, and point-of-purchase communication to drive profit through an improved shopper experience.
Big Bazaar is the largest hypermarket chain in India founded in 2001. It targets the middle class market segment through low prices. The summary analyzes Big Bazaar's market segmentation, targeting, positioning, and consumer decision-making process. Big Bazaar segments the market based on geographic, demographic and psychographic factors. It targets price conscious middle class consumers. It positions itself as a low cost retail outlet focusing on pricing strategy. The document then discusses the consumer decision process and factors influencing consumer behavior relevant to Big Bazaar.
Shopper marketing is the use of insights-driven initiatives to satisfy shoppers' needs, enhance their shopping experience, and improve brand equity for retailers and manufacturers, with the goal of improving business results for all parties. Shopper marketing has become increasingly important due to the large number of marketing messages consumers are exposed to daily, the abundance of retail options, and shoppers' tendency to switch brands frequently and shop at multiple retailers. Effective shopper marketing requires understanding how shoppers think, plan, decide, and evaluate their shopping experiences through research methods like focus groups, surveys, and in-store observations.
This document provides an overview of shopper missions in the UK food and grocery market, defining different types of missions like main shops, top-up shops, and meals for tonight. It examines key aspects of each mission such as typical spend, preferred channels, and differences in planning. The report utilizes a framework of shopper missions to analyze consumer behavior and provide insight into targeting shoppers at different stages of the purchasing process.
In this presentation, Jeff Maloy discusses how shopper marketers and retailers can benefit from customizing shopper marketing programs and solutions to specific shopping occasions.
This presentation includes segmentation based shopper behavior and pantaloons case study. It defines the shopping behavior of consumers in an pantaloons store.
Ratera & van Galen is an independent market research and retail consultancy firm that specializes in shopper research and trade marketing strategy. They use various methodologies like in-store intercepts, focus groups, video monitoring, and traffic flow analysis to understand shopper behavior. Their services help clients with category definition, category layout, ideal product ranges, promotions, and point-of-purchase communication to drive profit through an improved shopper experience.
Big Bazaar is the largest hypermarket chain in India founded in 2001. It targets the middle class market segment through low prices. The summary analyzes Big Bazaar's market segmentation, targeting, positioning, and consumer decision-making process. Big Bazaar segments the market based on geographic, demographic and psychographic factors. It targets price conscious middle class consumers. It positions itself as a low cost retail outlet focusing on pricing strategy. The document then discusses the consumer decision process and factors influencing consumer behavior relevant to Big Bazaar.
Shopper marketing is the use of insights-driven initiatives to satisfy shoppers' needs, enhance their shopping experience, and improve brand equity for retailers and manufacturers, with the goal of improving business results for all parties. Shopper marketing has become increasingly important due to the large number of marketing messages consumers are exposed to daily, the abundance of retail options, and shoppers' tendency to switch brands frequently and shop at multiple retailers. Effective shopper marketing requires understanding how shoppers think, plan, decide, and evaluate their shopping experiences through research methods like focus groups, surveys, and in-store observations.
Advertising & Consumer Behavior, Lecture VI by Pekka Mattilapekkamattila
This document summarizes an advertising and consumer behavior lecture given by Pekka Mattila on December 6, 2010. It discusses various topics related to advertising such as message processing, creative tactics, advertising experiments, and trade promotions. It also outlines the structure of the final exam which will involve essay questions and a personal reflection on prior assignments.
The consumer decision journey. McKinsey. Consumers are moving outside the purchasing funnel, changing the way they research and buy your products. If your marketing hasn’t changed in response, it should. https://www.mckinseyquarterly.com/The_consumer_decision_journey_2373
It is only recently that some of the world’s largest food companies have started to appreciate that there is a market for Halal food. However innovation in Halal food is not yet a priority for most large food and beverage companies. Critically the marketing departments of most large food companies have very little, if any, understanding of the Muslim consumer.
Successfully innovating in Halal food, whether in terms of product design and formulation, branding or consumer communication must begin by understanding more about the Muslim consumer, the role of food in their lives, how it relates to their lifestyle as well as their religious beliefs.
In this presentation, Exigo Marketing shares some preliminary consumer research it has undertaken amongst Muslims exploring these issues to identify where there are opportunities for future Halal innovation.
Sustainability Communication at Point of PurchaseAndy Dabydeen
1) To strengthen their brand by enhancing consumer trust and relevance through communicating sustainability efforts.
2) To meet rising consumer expectations about company sustainability performance and engage consumers in sustainable behaviors.
3) To build consumer loyalty by engaging consumers in sustainability initiatives that create enduring relationships.
Product positioning. by Md. Shahab Uddin ( Tipu) tipu143143
Market segmentation involves dividing a market into subgroups of customers with similar needs and characteristics. The presentation discusses market segmentation, including its objectives, process, variables used, and targeting and positioning strategies. It provides examples of segmenting based on age group and income level. The key steps in market segmentation are identifying the target market, understanding their needs and expectations, and creating subgroups to develop tailored marketing strategies.
What marketing decisions do these marketing intermediaries make ?Sameer Mathur
This document discusses various marketing decisions made by intermediaries, including product assortment, advertising, and distribution channels. It provides examples of different types of product assortment strategies like narrow/shallow, narrow/deep, broad/shallow, and broad/deep. The document also discusses inventory management techniques like RFID tracking and direct product profitability analysis. Additionally, it covers factors considered for order processing, warehousing location, and shipping methods.
This document provides sample practice questions and short answers selected from the Dunn & Lusch textbook to help students prepare for upcoming examinations. It notes that the questions listed are not meant as a spotting exercise and may not appear identically on the exam. Students are advised to thoroughly read the assigned chapters and practice end-of-chapter questions to adequately prepare. Several multiple choice questions and short answers are then provided relating to Chapter 10 on Retail Pricing, covering topics like how location affects pricing, when to use penetration pricing, the difference between variable and flexible pricing, and what type of retailer typically uses leader pricing. Students are directed to additional lecture notes and formulas to practice calculation questions on markups, maintained markups, and
The document outlines a marketing plan for a proposed shopping complex targeted at Generation X customers. It discusses the business idea, objectives, target market, market analysis, competitor assessment, and proposed marketing strategy. The marketing strategy involves a "pioneer strategy niche penetration" approach to maintain a leading market share position among Generation X customers through heavy advertising and promotions.
Shopper Marketing - The Great Marketing Shiftinsight instore
Shopper marketing is evolving as the next step in marketing evolution beyond brand and category management. It focuses on deep understanding of how consumers behave as shoppers across different retail channels and formats. This shopper insight is then used to benefit brands, retailers, and shoppers through an integrated 360 degree marketing approach. Shopper marketing at retail involves using shopper behavioral insights to deliver the right marketing mix of product, price, and promotion in the appropriate retail environment. Key factors that impact shopper marketing at retail are market specific variables like retail channel and format differences, as well as shopper centric variables regarding demographic, psychographic, and cultural influences on shoppers.
The document discusses market segmentation, which is the process of dividing consumers into groups with similar needs. There are four main types of market segmentation: geographic segmentation which divides the market based on location; demographic segmentation which divides the market based on attributes like age, gender, income; psychographic segmentation which divides the market based on social class and lifestyle; and behavior segmentation which divides the market based on customer behavior and purchase patterns. Examples are provided for each type of segmentation.
This document discusses key concepts related to market segmentation, targeting, and positioning. It defines market segments, target markets, and market segmentation as the process of dividing a total market into internally homogeneous groups. The document outlines the steps in market segmentation including identifying wants, characteristics, size, and satisfaction of groups. It also discusses strategies for target markets, positioning, perceptual maps, and methods for forecasting market demand and sales.
Radius shopper marketing - the full storyJohn Storey
1. What is shopper marketing all about?
2. The retailer
3. Shopper Vs. Consumer
4.1. Shopper ergonomics
4.2. Shopper behaviour
5. Great shopper marketing
6. Shopper research
The document discusses different marketing concepts using examples of proposing to a woman at a party in various ways that represent different marketing strategies such as direct marketing, advertising, telemarketing, public relations, and brand recognition. It also provides examples of customer feedback, competition, and other factors that influence marketing efforts. The overall purpose is to use humorous examples to illustrate fundamental marketing concepts to students in an engaging way.
This document outlines the agenda for a workshop on shopper marketing. The workshop will cover: 1) Defining shopper marketing and how it has evolved from a focus on advertising to understanding shoppers, 2) Examining the retailer perspective, 3) Distinguishing shoppers from consumers, 4) Shopper ergonomics and behavior, 5) Best practices in shopper marketing, and 6) Shopper research. Shopper marketing aims to influence purchasing decisions made at the point of sale by understanding shoppers and using marketing strategies accordingly.
The document discusses various topics related to e-marketing, including:
1) E-marketing strategies such as product development, pricing, branding, and website promotion.
2) Types of e-markets and advertising approaches like placement and search engine positioning.
3) Consumer behavior concepts like the consumer decision making process and sources of problem recognition.
4) Economics topics such as consumer choice, utility, and preferences.
The document provides guidelines for students to analyze the location and trading area of a selected store for a class project. Students are instructed to:
1) Survey the selected mall to understand the types of stores and customers.
2) Analyze factors such as the store's concept, customer base, and fit within the mall for their selected store.
3) Determine the trading area of the store using Reilly's model and comment on whether the area is understored or overstored based on competition.
4) Consider additional market demand and supply factors that impact the suitability of the store's location.
This research takes all the data from our reports in 2011, and examines shoppers' attitudes and motivations across such areas as Spend, Health, Brand Image, Online, Digital/Smartphones, Enjoyment, Plan v's Impulse, Loyalty, Price & Promotion and the importance of Price. It looks at these behaviours and segmenting by Age, Gender, SEG, Singles, Couples, Parents, Empty Nesters and Older shoppers, comparing and contrasting the different attitudes amongst the key drivers listed.
This study is the most comprehensive of its type within the UK Food & Grocery sector.
By using more detailed shopper demographics to examine our extensive catalogue of 2011 research we are able to present a thorough analysis of shopper behaviour for a more comprehensive range of shopper typologies than those presented in the individual reports. We are able to cover areas such as retailer choice, technology, spend and health providing a clearer picture of what is important to certain shoppers and how particular groups behave.
It is important to note that this report provides a general understanding of each segment. We understand that individual behaviour can vary within each segment but for purposes of analysis we define the overall average behaviour of each segment.
Following the economic downturn shoppers continue to try and find ways to save money where they can. This is re-fuelling the popularity of vouchers and coupons that now come in many forms. This report provides an understanding of what digital coupons and vouchers are, how they can be distributed and how shoppers use them. We identify how often shoppers redeem coupons and vouchers, whether they actively look for them and what kind of coupons or vouchers shoppers look for online.
We explain how technology is affecting coupons and vouchers and how shoppers use it for finding coupons and vouchers and how technology is used for redemption. We also identify current smartphone penetration among primary food and grocery shoppers. We cover areas such as push and pull with smartphone vouchers, whether and how shoppers want offers sent to their smartphones. We also explore shopper perceptions on giving out personal information in order to get relevant offers and who shoppers would trust with their information. The report gives a detailed overview of smartphone coupons and vouchers, what possibilities they offer and whether shoppers want smartphone vouchers or offers by email.
This report will:
-Define digital coupons and vouchers are
-Provide the latest view on how digital coupons and vouchers can be distributed and also how they are used in different countries.
-Identify how shoppers use vouchers and coupons and how they find them.
-Provide an overview of how new technology is affecting coupons and vouchers and how shoppers use it for finding coupons and vouchers and how it’s used for redemption.
-Identify the smartphone penetration of UK shoppers and what activities smartphones are used for.
-Highlight issues and concerns with digital coupons and vouchers and redeeming them.
-Consider the concept of push and pull and which method do shoppers prefer in relation to receiving offers to a smartphone.
-Give a detailed overview of smartphone coupons and vouchers, what possibilities they offer and whether shoppers want smartphone vouchers or offers by email.
-Explain who shoppers would trust with enough personal information in order to receive offers that are relevant to them.
Digital media encompasses all forms of communication that are delivered using a binary electronic format, utilising technology such as computers, mobile devices and tablets. The digital media landscape ranges from text messages, e-mail and social media to internet websites, smartphone applications – and more. Internet connected devices form the backbone of many forms of digital media, and underpin the huge growth in electronic and mobile commerce, and social media.
The advent of digital media and digital marketing can now help facilitate a greater number of touch points with the consumer in shopper mode, making the concept of the path to purchase extending beyond the store environment of even greater importance. Digital marketing introduces the opportunity for FMCGs and retailers to more readily communicate with consumers as shoppers both before, during and after their visit to the supermarket.
This report will:
-Look at digital marketing strategies currently in use
-Show current levels of smartphone ownership
-Look at the different types of delivery in digital marketing, and see which shoppers prefer
-Look in-depth at a variety of initiatives used on smartphones. Specifically looking at: online shopping, shopping lists, detailed product information, price comparison, recipes, digital vouchers, managing loyalty points, healthy eating and improving the in-store experience
-Find out the awareness, usage and appeal of each of the above, and methods of delivery preferred
-Find out the level of ownership and usage of various grocery apps
-Briefly look at how shoppers interact with social media and what they think of NFC in grocery
Evolution Insights specialise in understanding shopper behaviour within the UK F&G Market. Here is our first report of 2012.....This research looks specifically at shoppers' key loyalty drivers to retailers, then examines the impact of price, value and convenience, before testing shoppers' understanding of promotional mechanics, where is the tipping point for '2 for' deals and exploring what they do when confronted by one that leaves them confused!
This document provides a summary of a market research report on shopper behavior related to loyalty, price, and promotions in the UK food and grocery market.
The summary includes the following key points:
1) The report investigates how shoppers feel about rising food prices, what types of promotions they prefer, and when "2 for" deals provide the best value.
2) It also examines shoppers' understanding of complex promotions and effects on store loyalty during price wars between retailers.
3) The report provides an overview of major UK retailers' current promotional strategies and existing loyalty programs.
4) Understanding shopper behavior related to pricing issues positions the research company to undertake customized studies for individual
Advertising & Consumer Behavior, Lecture VI by Pekka Mattilapekkamattila
This document summarizes an advertising and consumer behavior lecture given by Pekka Mattila on December 6, 2010. It discusses various topics related to advertising such as message processing, creative tactics, advertising experiments, and trade promotions. It also outlines the structure of the final exam which will involve essay questions and a personal reflection on prior assignments.
The consumer decision journey. McKinsey. Consumers are moving outside the purchasing funnel, changing the way they research and buy your products. If your marketing hasn’t changed in response, it should. https://www.mckinseyquarterly.com/The_consumer_decision_journey_2373
It is only recently that some of the world’s largest food companies have started to appreciate that there is a market for Halal food. However innovation in Halal food is not yet a priority for most large food and beverage companies. Critically the marketing departments of most large food companies have very little, if any, understanding of the Muslim consumer.
Successfully innovating in Halal food, whether in terms of product design and formulation, branding or consumer communication must begin by understanding more about the Muslim consumer, the role of food in their lives, how it relates to their lifestyle as well as their religious beliefs.
In this presentation, Exigo Marketing shares some preliminary consumer research it has undertaken amongst Muslims exploring these issues to identify where there are opportunities for future Halal innovation.
Sustainability Communication at Point of PurchaseAndy Dabydeen
1) To strengthen their brand by enhancing consumer trust and relevance through communicating sustainability efforts.
2) To meet rising consumer expectations about company sustainability performance and engage consumers in sustainable behaviors.
3) To build consumer loyalty by engaging consumers in sustainability initiatives that create enduring relationships.
Product positioning. by Md. Shahab Uddin ( Tipu) tipu143143
Market segmentation involves dividing a market into subgroups of customers with similar needs and characteristics. The presentation discusses market segmentation, including its objectives, process, variables used, and targeting and positioning strategies. It provides examples of segmenting based on age group and income level. The key steps in market segmentation are identifying the target market, understanding their needs and expectations, and creating subgroups to develop tailored marketing strategies.
What marketing decisions do these marketing intermediaries make ?Sameer Mathur
This document discusses various marketing decisions made by intermediaries, including product assortment, advertising, and distribution channels. It provides examples of different types of product assortment strategies like narrow/shallow, narrow/deep, broad/shallow, and broad/deep. The document also discusses inventory management techniques like RFID tracking and direct product profitability analysis. Additionally, it covers factors considered for order processing, warehousing location, and shipping methods.
This document provides sample practice questions and short answers selected from the Dunn & Lusch textbook to help students prepare for upcoming examinations. It notes that the questions listed are not meant as a spotting exercise and may not appear identically on the exam. Students are advised to thoroughly read the assigned chapters and practice end-of-chapter questions to adequately prepare. Several multiple choice questions and short answers are then provided relating to Chapter 10 on Retail Pricing, covering topics like how location affects pricing, when to use penetration pricing, the difference between variable and flexible pricing, and what type of retailer typically uses leader pricing. Students are directed to additional lecture notes and formulas to practice calculation questions on markups, maintained markups, and
The document outlines a marketing plan for a proposed shopping complex targeted at Generation X customers. It discusses the business idea, objectives, target market, market analysis, competitor assessment, and proposed marketing strategy. The marketing strategy involves a "pioneer strategy niche penetration" approach to maintain a leading market share position among Generation X customers through heavy advertising and promotions.
Shopper Marketing - The Great Marketing Shiftinsight instore
Shopper marketing is evolving as the next step in marketing evolution beyond brand and category management. It focuses on deep understanding of how consumers behave as shoppers across different retail channels and formats. This shopper insight is then used to benefit brands, retailers, and shoppers through an integrated 360 degree marketing approach. Shopper marketing at retail involves using shopper behavioral insights to deliver the right marketing mix of product, price, and promotion in the appropriate retail environment. Key factors that impact shopper marketing at retail are market specific variables like retail channel and format differences, as well as shopper centric variables regarding demographic, psychographic, and cultural influences on shoppers.
The document discusses market segmentation, which is the process of dividing consumers into groups with similar needs. There are four main types of market segmentation: geographic segmentation which divides the market based on location; demographic segmentation which divides the market based on attributes like age, gender, income; psychographic segmentation which divides the market based on social class and lifestyle; and behavior segmentation which divides the market based on customer behavior and purchase patterns. Examples are provided for each type of segmentation.
This document discusses key concepts related to market segmentation, targeting, and positioning. It defines market segments, target markets, and market segmentation as the process of dividing a total market into internally homogeneous groups. The document outlines the steps in market segmentation including identifying wants, characteristics, size, and satisfaction of groups. It also discusses strategies for target markets, positioning, perceptual maps, and methods for forecasting market demand and sales.
Radius shopper marketing - the full storyJohn Storey
1. What is shopper marketing all about?
2. The retailer
3. Shopper Vs. Consumer
4.1. Shopper ergonomics
4.2. Shopper behaviour
5. Great shopper marketing
6. Shopper research
The document discusses different marketing concepts using examples of proposing to a woman at a party in various ways that represent different marketing strategies such as direct marketing, advertising, telemarketing, public relations, and brand recognition. It also provides examples of customer feedback, competition, and other factors that influence marketing efforts. The overall purpose is to use humorous examples to illustrate fundamental marketing concepts to students in an engaging way.
This document outlines the agenda for a workshop on shopper marketing. The workshop will cover: 1) Defining shopper marketing and how it has evolved from a focus on advertising to understanding shoppers, 2) Examining the retailer perspective, 3) Distinguishing shoppers from consumers, 4) Shopper ergonomics and behavior, 5) Best practices in shopper marketing, and 6) Shopper research. Shopper marketing aims to influence purchasing decisions made at the point of sale by understanding shoppers and using marketing strategies accordingly.
The document discusses various topics related to e-marketing, including:
1) E-marketing strategies such as product development, pricing, branding, and website promotion.
2) Types of e-markets and advertising approaches like placement and search engine positioning.
3) Consumer behavior concepts like the consumer decision making process and sources of problem recognition.
4) Economics topics such as consumer choice, utility, and preferences.
The document provides guidelines for students to analyze the location and trading area of a selected store for a class project. Students are instructed to:
1) Survey the selected mall to understand the types of stores and customers.
2) Analyze factors such as the store's concept, customer base, and fit within the mall for their selected store.
3) Determine the trading area of the store using Reilly's model and comment on whether the area is understored or overstored based on competition.
4) Consider additional market demand and supply factors that impact the suitability of the store's location.
This research takes all the data from our reports in 2011, and examines shoppers' attitudes and motivations across such areas as Spend, Health, Brand Image, Online, Digital/Smartphones, Enjoyment, Plan v's Impulse, Loyalty, Price & Promotion and the importance of Price. It looks at these behaviours and segmenting by Age, Gender, SEG, Singles, Couples, Parents, Empty Nesters and Older shoppers, comparing and contrasting the different attitudes amongst the key drivers listed.
This study is the most comprehensive of its type within the UK Food & Grocery sector.
By using more detailed shopper demographics to examine our extensive catalogue of 2011 research we are able to present a thorough analysis of shopper behaviour for a more comprehensive range of shopper typologies than those presented in the individual reports. We are able to cover areas such as retailer choice, technology, spend and health providing a clearer picture of what is important to certain shoppers and how particular groups behave.
It is important to note that this report provides a general understanding of each segment. We understand that individual behaviour can vary within each segment but for purposes of analysis we define the overall average behaviour of each segment.
Following the economic downturn shoppers continue to try and find ways to save money where they can. This is re-fuelling the popularity of vouchers and coupons that now come in many forms. This report provides an understanding of what digital coupons and vouchers are, how they can be distributed and how shoppers use them. We identify how often shoppers redeem coupons and vouchers, whether they actively look for them and what kind of coupons or vouchers shoppers look for online.
We explain how technology is affecting coupons and vouchers and how shoppers use it for finding coupons and vouchers and how technology is used for redemption. We also identify current smartphone penetration among primary food and grocery shoppers. We cover areas such as push and pull with smartphone vouchers, whether and how shoppers want offers sent to their smartphones. We also explore shopper perceptions on giving out personal information in order to get relevant offers and who shoppers would trust with their information. The report gives a detailed overview of smartphone coupons and vouchers, what possibilities they offer and whether shoppers want smartphone vouchers or offers by email.
This report will:
-Define digital coupons and vouchers are
-Provide the latest view on how digital coupons and vouchers can be distributed and also how they are used in different countries.
-Identify how shoppers use vouchers and coupons and how they find them.
-Provide an overview of how new technology is affecting coupons and vouchers and how shoppers use it for finding coupons and vouchers and how it’s used for redemption.
-Identify the smartphone penetration of UK shoppers and what activities smartphones are used for.
-Highlight issues and concerns with digital coupons and vouchers and redeeming them.
-Consider the concept of push and pull and which method do shoppers prefer in relation to receiving offers to a smartphone.
-Give a detailed overview of smartphone coupons and vouchers, what possibilities they offer and whether shoppers want smartphone vouchers or offers by email.
-Explain who shoppers would trust with enough personal information in order to receive offers that are relevant to them.
Digital media encompasses all forms of communication that are delivered using a binary electronic format, utilising technology such as computers, mobile devices and tablets. The digital media landscape ranges from text messages, e-mail and social media to internet websites, smartphone applications – and more. Internet connected devices form the backbone of many forms of digital media, and underpin the huge growth in electronic and mobile commerce, and social media.
The advent of digital media and digital marketing can now help facilitate a greater number of touch points with the consumer in shopper mode, making the concept of the path to purchase extending beyond the store environment of even greater importance. Digital marketing introduces the opportunity for FMCGs and retailers to more readily communicate with consumers as shoppers both before, during and after their visit to the supermarket.
This report will:
-Look at digital marketing strategies currently in use
-Show current levels of smartphone ownership
-Look at the different types of delivery in digital marketing, and see which shoppers prefer
-Look in-depth at a variety of initiatives used on smartphones. Specifically looking at: online shopping, shopping lists, detailed product information, price comparison, recipes, digital vouchers, managing loyalty points, healthy eating and improving the in-store experience
-Find out the awareness, usage and appeal of each of the above, and methods of delivery preferred
-Find out the level of ownership and usage of various grocery apps
-Briefly look at how shoppers interact with social media and what they think of NFC in grocery
Evolution Insights specialise in understanding shopper behaviour within the UK F&G Market. Here is our first report of 2012.....This research looks specifically at shoppers' key loyalty drivers to retailers, then examines the impact of price, value and convenience, before testing shoppers' understanding of promotional mechanics, where is the tipping point for '2 for' deals and exploring what they do when confronted by one that leaves them confused!
This document provides a summary of a market research report on shopper behavior related to loyalty, price, and promotions in the UK food and grocery market.
The summary includes the following key points:
1) The report investigates how shoppers feel about rising food prices, what types of promotions they prefer, and when "2 for" deals provide the best value.
2) It also examines shoppers' understanding of complex promotions and effects on store loyalty during price wars between retailers.
3) The report provides an overview of major UK retailers' current promotional strategies and existing loyalty programs.
4) Understanding shopper behavior related to pricing issues positions the research company to undertake customized studies for individual
An adequate amount of exercise and a balanced diet are the basis of maintaining a healthy body. Most shoppers have an idea of what a healthy diet consists of. Choosing and identifying the right products in a supermarket may however not always be as easy. Nutrition labelling and healthiness of food have again been discussed widely in the media this year. It is under debate whether food manufacturers should take more responsibility in helping shoppers make more informed choices, and if a single nutrition labelling system should be adopted. Making healthy choices however also depends on the attitudes and perceptions of shoppers.
In our Health & Wellbeing 2012 report we explore shoppers’ attitudes to health and healthy eating, nutrition labels and how healthy shoppers are in their own opinion. We also provide an overview of the drivers of buying healthy products and present possible gender differences and examine how shoppers decide whether a product is healthy. To conclude the report, we look at shoppers’ perception of the cost of healthy foods and identify the importance of taste, price and healthiness when choosing products.
Our Health & Wellbeing 2012 report covers the following topics:
-Shoppers’ attitudes to health and healthy eating
-How healthy shoppers are in their own opinion
-What shoppers perceive as healthy eating
-Shoppers’ understanding of healthiness of products
-Exercise habits of shoppers
-Special dietary requirements of shoppers
-Drivers for buying healthy products
-How shoppers decide whether a product is healthy
-Shoppers’ perception of the cost of healthy foods and whether it’s worth paying more for
-Price expectations of healthier options
-Shoppers’ attitudes to healthy options
-How shoppers choose different categories in relation to price, taste and healthiness overall and in different categories
The report will also provide comparison with the results of our Health report from 2011 and highlight any possible development or changes in shoppers’ perceptions, attitudes and behaviour in relation to health and wellbeing.
This document provides an overview and analysis of click and collect services based on a survey conducted by Evolution Insights Ltd. Key findings include that a third of shoppers think click and collect for groceries is a good idea, with younger and more affluent demographics being more likely to have used it for non-grocery items. The report examines click and collect definitions, benefits, retailers involved, and shopper opinions and usage patterns. It also explores preferred collection locations and expected costs.
The UK foodservice sector is estimated to be worth £33.2 billion and is commanding an increasing proportion of consumer spend. Consumers need convenient food which fits in around their busy lifestyle, driving the out of home market. Consumers are actively looking for food which they can eat on-the-go. The on-the-go mission is defined as buying any food and/or drinks for consumption that day on-the-go i.e. outside of the home. These meals are not restricted to the items bought or the time that food is eaten but it is the resolution of the need state of a shopper. This report looks at the three key on-the-go missions; Breakfast, Lunch and Snacking. When and why shoppers undertake these missions is explored along with their behaviours. Differences between these missions are also highlighted.
This report will:
-Give you an understanding of the three key on-the-go missions; Breakfast, Lunch and Snacking
-Provide you with the key characteristics of each mission. This includes when shoppers do it, where they do it and what they buy
-Mission context is also explored; the circumstance in which shoppers carry out the different on-the-go missions
-Shopper motivations and behaviours are outlined, giving the reasons behind their choices and behaviours
-Cost and calories are compared as barriers to purchases on each mission, including how this differs between men and women.
This report analyzes Amazon's grocery proposition in the UK. It provides an overview of Amazon's features and grocery offering. It examines awareness and usage of Amazon groceries as well as shopping behaviors. The report also analyzes Amazon's grocery categories and popular items. It looks at the uptake of subscription services and identifies issues from test shops. Finally, it outlines other non-traditional grocery channel propositions available to UK shoppers.
Market Evolution is a market information and consumer insight company that helps businesses improve performance through a better understanding of consumers. It offers a turnkey online consumer insight solution including regular consumer conversations to provide deeper insights faster and more cost efficiently. Insights are digestible, actionable, and strategic recommendations are provided based on consumer and market data to help across key business areas like marketing, products, sales, and management.
PMR is a British-American market research and consulting firm that has been operating since 1995 and specializes in markets in Central, South, and Eastern Europe. It has over 90 experts located primarily in Poland. PMR conducts consumer and market research, business consulting, and publishes off-the-shelf market reports. Its core sectors are construction, retail, FMCG, pharma/healthcare, IT/telecoms, and industrial production. PMR has three specialized divisions for research, publications, and consulting. It distinguishes itself through its dedicated team, portfolio of information products, regional expertise, and ability to coordinate multi-country projects. PMR works on diverse client needs including market assessments, research, consulting,
The document discusses Innoversant, a consulting firm that provides services to help companies enter and expand in the Indian market. It outlines the complexity of developing an effective entry strategy for India given its diverse states and regulatory landscape. Innoversant understands these challenges and works as a trusted partner with clients on business strategy, market research, sourcing, and other services to successfully establish and grow their operations in India.
Stratégir is a market research group that has specialized in shopper insights since 2002 across 30 retail categories. They believe shopper research should integrate the perspectives of consumers, shoppers, and retailers to better understand purchase decisions. Stratégir's approach involves qualitative research like observations and interviews with shoppers in stores and quantitative consumer surveys. Their goal is to provide manufacturers and retailers with actionable recommendations grounded in shopper behavior to strengthen brands and sales.
Stratégir is a market research group that has specialized in shopper insights since 2002 across 30 retail categories. They believe shopper research should integrate the perspectives of consumers, shoppers, and retailers to better understand purchase motivations and barriers. Stratégir's approach involves qualitative and quantitative primary research with shoppers both in-store and out-of-store. They aim to provide manufacturers and retailers with actionable recommendations grounded in shopper behavior to strengthen brands and sales.
The document discusses how integrating different types of marketing data can provide a more holistic view of the impact of marketing initiatives. It describes how a company analyzed data from brand surveys, scanner data of retail sales, and consumer panel data all together. This allowed them to see that while brand surveys showed steady brand performance, retail sales and consumer behavior data revealed that frequent price promotions were training customers to only buy the brand when it was on sale and were devaluing the brand over time. Integrating these multiple data sources provided useful insights about how marketing activities were truly affecting customer attitudes and purchase behavior.
1. The document discusses various aspects of consumer behavior including the buying process, perceived risk, influence of family life cycle, new urban families, industrial consumer behavior, and differences between individual and industrial consumer behavior.
2. Key aspects of marketing research are covered such as the research process, design, analysis methods, and preparing the marketing research report. Different types of marketing research are also discussed including new product launch research, advertising research, customer satisfaction research, and competitor analysis research.
3. Distribution and retail store image research methods are summarized as well as how to understand results, draw conclusions and communicate findings in a marketing research report. The document provides an overview of important consumer behavior and marketing research concepts.
This document discusses using insights to drive business ideas. It provides examples of insights and explains that insights go deeper than just observations or data. Insights should induce meaning and further understanding. The document also discusses using hybrid research techniques, like combining qualitative and quantitative methods, to develop a holistic understanding of the market. It provides examples of segmentation approaches that can align with retailers or brands to better target shopper segments.
This document discusses proper planning to prevent poor performance. It notes that in 2007, 19,000 new brands were launched globally, including 350 new toothpaste brands. Consumers are now bombarded with 2,500-4,500 advertisements daily, far more than the average of 560 advertisements 30 years ago. The document then outlines steps for analyzing a customer's experiential world, including examining their lifecycle through qualitative and quantitative research, using methods like customer shadowing and journals. It also recommends benchmarking other companies' best practices. The following sections discuss building an experiential platform, designing the brand experience, aligning internal experiences, and 4 ways to apply the strategies, such as through sensory marketing.
Meyers Research Center is a leading retail research organization that conducts in-store intercept surveys of convenience store shoppers to understand their behaviors, attitudes, and purchasing decisions. For over 30 years, MRC has surveyed over 2,000 shoppers per wave across the US and Canada on topics like category selection, brand preferences, and factors influencing purchases. The ninth wave of the Convenience Store Close-Up study will take place in 2012, with sponsorship opportunities available to commission customized analyses for a fee.
Similar to Shopper typologies and segmentation 2012 sample extract (20)
Supermarket own label brands increasingly present grocery shoppers with a compelling alternative to national brands at the fixture. Retailers are closing the quality gap in the minds of many shoppers, while retaining strong value credentials.
The strength of supermarket brands continues to grow notably, with retailers placing increasing importance on their own brands to foster store loyalty. The strength of private label naturally varies by category, retailer and shopper demographic, but no category is immune.
This report presents the most up to date and authoritative analysis of the shopper perspective regarding private label goods versus national brands. Aimed at retailers, manufacturers and agencies alike, it offers detailed insight into shoppers’ attitudes, motivation and behaviour regarding private label goods versus national brands in food and grocery.
Following the economic downturn shoppers continue to try and find ways to save money where they can. This is re-fuelling the popularity of vouchers and coupons that now come in many forms. This report provides an understanding of what digital coupons and vouchers are, how they can be distributed and how shoppers use them. We identify how often shoppers redeem coupons and vouchers, whether they actively look for them and what kind of coupons or vouchers shoppers look for online.
This report focuses on the five main retailer drivers: Location, Price, Quality, Value and Range. Our research covers how important each criteria is to shoppers by mission, and looks at the needs/wants of the different demographics.
This research takes all of our data from our 2013 reports, examining shopper attitudes, behaviours and motivations across areas such as planning vs. impulse purchase, online shopping, the usage of shopper apps and more. Segmenting our shoppers by:
• Age – young (18-34), middle aged (35-54) and older (55-65+)
• Gender
• Social Class
• Gender and Social Class
• Children Living at Home (under 16) – young families (18-34), older families (35-54) and empty nesters (shoppers aged 45+ with no children living at home)
• Region
Using these demographics we can look at how different the different groups behave comparing and contrasting the different attitudes amongst the key drivers listed. By using more detailed shopper demographics to examine our extensive catalogue of 2013 research we are able to present a thorough analysis of shopper behaviour for a more comprehensive range of shopper typologies than those presented in the individual reports.
This report will looks at:
Current smartphone and tablet statistics (ownership and usage)
The app market in the UK and around the world
How shoppers find new apps
Apps currently available, and how many shoppers have them on their smartphone/tablet at this time in relation to UK grocery retailers, recipes, vouchers and shopping lists
See what features shoppers say they would like to have in a grocery shopping app
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Stock Items – Overview of two meal occasions
Planning Shopping trips – When and how trips are planned, and how they differ to the actual shop that happens
Shopping lists – The types of shopping lists that are used and the mission they are used on
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Shopper typologies and segmentation 2012 sample extract
1. Evolution Insights: Shopper Insight Series
Shopper Typologies and
Segmentation in the UK
Food & Grocery Sector
2012
SAMPLE EXTRACT
Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Tel: 0113 389 1038
http://www.evolution-insights.com
www.evolution-insights.com 1
3. About Evolution Insights
Evolution is a research led consultancy specialising in shopper marketing.
We deliver original research, analysis and insight into shopper motivations and behaviour for manufacturers, retailers and agencies.
Our insights help clients • Evolution offer a broad range of products & services for
clients in the field of shopper marketing:-
understand and influence shopper
motivations and behaviour in • Research led consultancy
store, enabling them to drive
– Tailored research, analysis and insight for retailers,
improved performance. manufacturers and agencies.
– Our consultants bring a wealth of experience having
worked with FMCGs, retailers and agencies on a
diversity of shopper marketing projects.
– These projects range from providing focused
answers to specific questions to co-ordinating large-
scale multi-discipline shopper marketing
programmes.
• Off the shelf insight reports
Our outlook also extends beyond
shopper insights – we balance – Shopper Insight Series - In depth research, analysis
shopper research with the latest in and insight into shopper motivations and
behaviours in store.
industry perspectives.
– Strategic Insight Series - Strategic trends facing
manufacturers and retailers in the field of shopper
marketing.
– Global Insight Series - Commentary and insight in
We use a range of research relation to specific growth areas, innovations and
methodologies to discover genuine trends from abroad.
insights. Our research incorporates
a broad spectrum of robust
qualitative and quantitative
research techniques. Further information is available at our
website http://www.evolution-
insights.com
Visit and sign up for Reflections, our free
quarterly newsletter offering analysis and
commentary on topical issues
www.evolution-insights.com 3
4. Contents
Key findings and executive summary 6 Couples by age 49
Couples by social class 50
Shopper typologies and segmentations: introduction 11 Parents 51
Definitions 12 Older shoppers 52
Categories 14 Summary 53
Demographic Categories 19 Online retailer choice 54
Gender 20 Introduction 55
Age 21 Gender and age 56
Social class 22 Social class 57
Gender by social class 23 Gender by social class 58
Relationship 24 Relationship 59
Relationship by gender 25 Relationship by gender 60
Couples by age 26 Couples by age 61
Couples by social class 27 Couples by social class 62
Parents 28 Parents 63
Older shoppers 29 Summary 64
In-store retailer choice 30 Spend 65
Introduction 31 Introduction 66
Gender 32 Gender 67
Age 33 Age 67
Social class 34 Social class 70
Relationship 35 Gender by social class 71
Relationship by gender 36 Relationship 72
Couples by age 38 Couples 73
Couples by social class 39 Parents 74
Parents 40 Older shoppers 75
Older shoppers 41 Summary 76
Summary 42
Planing vs. impulse 77
Technology 43 Introduction 78
Introduction 44 Gender 80
Gender 45 Gender by social class 81
Age 46 Parents 82
Social class 47 Older shoppers 83
Relationship 48 Summary 84
www.evolution-insights.com 4
5. Contents
Loyalty cards 85 Gender 118
Introduction 86 Age 119
Gender 87 Social class 120
Age 88 Gender by social class 121
Social class 89 Relationship 122
Gender by social class 90 Relationship by gender 123
Couples 91 Couples by age 124
Parents 92 Couples by social class 125
Summary 93 Parents 126
Older shoppers 127
Promotions 94 Summary 128
Introduction 95
Gender, age and social class 96 Methodology 129
Couples 97
Parents 98 Glossary 132
Older shoppers 99
Summary 100
Missions 101
Introduction 102
Gender 103
Age and social class 104
Relationship 105
Couples 106
Parents 107
Older shoppers 108
Summary 109
Enjoyment 110
Introduction 111
Gender 112
Age and social class 113
Older shoppers 114
Summary 115
Health and image 116
Introduction 117
www.evolution-insights.com 5
6. Shopper typologies and segmentations: introduction - definitions
By using more detailed shopper demographics to
examine our extensive catalogue of 2011
research we are able to present a thorough
analysis of shopper behaviour for a more
comprehensive range of shopper typologies than
those presented in the individual reports. We are
able to cover areas such as retailer choice,
technology, spend and health providing a clearer
picture of what is important to certain shoppers
and how particular groups behave.
It is important to note that this report provides a
general understanding of each segment. We
understand that individual behaviour can vary
within each segment but for purposes of analysis
we define the overall average behaviour of each
segment.
7. Shopper typologies and segmentations: introduction – definitions (2)
Shoppers can be defined by their
demographics. The very basic
Age demographics included in all of
our reports are categories such
as age, gender, social class,
relationship status and if children
are living at home. These
personal factors have an
Parent Gender influence upon shopping
behaviour and attitudes of the
individual shopper.
Relationship Social class
www.evolution-insights.com 7
8. Shopper typologies and segmentations: introduction – categories
In this report the focus is initially upon the following 5 key demographics:
1. Gender – The simplest of social demographics,
shoppers are either male or female. There are many
preconceptions about how men and women shop
differently and this report aims to explore these further.
2. Age – Understandably, the age of a shopper has a high
impact on their behaviour and attitudes. For example, a
teenager’s shopping habits are likely to be very different
to an over 65’s, as they are at a different stage in their
life.
3. Social class – split into AB, C1, C2, DE, social class leads
to great differences in circumstances for shoppers. Those
in lower social classes have tighter budgets to stick to,
whereas higher social classes have more disposable
income. However, as we will see, social class is not
always a clear segregation to examine behaviour by, as
the relationship between class and income is not a
straight forward one.
www.evolution-insights.com 8
9. Shopper typologies and segmentations: introduction – categories (2)
4. Relationship status – Relationship status can be broken down
into several categories including singletons, in a relationship,
separated, divorced and widowed. A main shopper who is in a
couple is also buying for their partner when it comes to food and
groceries (as by our definition we only include those married and
living with a partner, not shoppers who are in a relationship but
living separately). Singletons, on the other hand, are highly likely to
be the sole consumer of any items bought.
5. Children – A couple without children shop very differently to
parents. Parents are shopping for even more consumers and with
childcare taking up a large amount of their time they are unlikely to
spend as long shopping as couples without children. They are also
likely to have different concerns in their role as caregiver.
Furthermore, the age of the parents will have an effect on their
shopping behaviour, as an 18 year old mother is likely to shop
differently to a 35 year old mother. As such, this report will
consider parents aged 18-34 and parents aged 35-54 to gather a
clearer picture of what is important to different parents.
www.evolution-insights.com 9
10. Shopper typologies and segmentations: introduction – categories (3)
As well as having an influence on shopping behaviour on their own, demographics also interact with one
another to create a more complete shopper profile. For example, although it is well researched that
men and women shop differently, younger men are also likely to shop differently to older men. This
demonstrates gender and age interacting together to form certain beliefs and behaviours of the
shopper. Therefore, this report also considers the shopping behaviours and attitudes of the following
demographic groups:
6. Gender by class – gender can also be crossed by social class, providing
us with a more thorough picture of what is important to men and women
of different social classes.
7. Couples by age – as couples represent
such a large proportion of the population
it is possible to break them down into
smaller categories to get a more detailed
picture of how different couples shop.
Therefore, couples by age is also a focus
of this report as, for example, younger
couples are at a different stage in their life
to older couples.
www.evolution-insights.com 10
11. Shopper typologies and segmentations: introduction – categories (4)
8. Couples by social class – couples may have
a shared income as there are two people to
bring money into the household. However, it
is important not to assume this as the social
class of a couple is based solely on the
profession of the main earner in the
household.
9. Relationship by gender – It is well known
that men and women shop differently and
obvious that relationship status will have an
effect on shopping behaviours. We are also
able to compare the interaction between
relationship and gender. For example, do
women in a relationship shop the same as a
man in a relationship? Or do women shop the
same regardless of relationship status?
www.evolution-insights.com 11
12. Shopper typologies and segmentations: introduction – categories (5)
The more we know about a shoppers’ demographics the better understanding we can attain about
their shopping attitudes and behaviour. Ultimately, this allows us to learn more about how different
shoppers shop. Each group we examine represents at least 10% of the population to make the
research both reliable and valuable.
It is also important to note that shoppers can
fall into more than one of the categories
examined. A 28 year old professional married
mother falls into nine categories: female, 25-
34 years of age, social class AB, couple, 25-34
year old couple, AB couple, AB female,
female in a relationship and a 18-34 year old
parent. Therefore, we appreciate that when
targeting shoppers it is often more specific
than a single segmentation examined but this
report provides a general picture of the beliefs
and behaviours of each segment as a basis for
understanding the complete shopper.
www.evolution-insights.com 12
13. Demographic categories – Gender by social class
More men work in professional roles than women, therefore leading to there being more males than women in social classes AB and C1.
• Gender can be examined in
more detail, by considering
social class as well.
13.2% AB 12.6% Although most social classes
are almost evenly split
between male and females,
more females are in social
class DE than males. 14.7%
15.4% C1 14.0% of the population are DE
females, whereas 9.9% of
the population are DE
males.
9.5% C2 10.5%
9.9% DE 14.7%
www.evolution-insights.com 13
14. In-store retailer choice – Social class
The income of different social classes reflects in the supermarket they choose as their main shop. Higher social class shoppers are likely to
choose high end supermarkets whereas lower class shoppers are likely to choose budget supermarkets.
AB C1 C2 DE The big four retailers are
stable among all shoppers.
Waitrose and Marks and
Spencer are popular with
AB shoppers, this
popularity dropping off by
C2 shoppers. At this point
budget supermarkets like
Iceland, Lidl and Aldi
become more popular.
www.evolution-insights.com 14
15. Technology – Couples by social class
Lower social class couples are least likely to use technology, reflecting the high cost of technology.
% 0 10 20 30 40 50 60
When it comes to
C2 technology, couples in
social class AB are most
Online AB likely to shop online for
DE food and groceries.
C1
Couples in social class DE
are far less likely to shop
online for food and
groceries.
C1 Smartphone ownership
Smartphone
increases with social class.
ownership DE C2
AB
www.evolution-insights.com 15
16. Spend – Age (2)
Young shoppers attitudes towards spend vary the most across the year, as they are more sensitive to external factors such as heating bills or
the excitement of Christmas.
80.0 18 - 24 Young shoppers are the
25 - 34 most concerned about
35 - 44 price when shopping for
75.0 45 - 54 food and groceries. This is
55 - 64 especially noticeable after
65+ the summer months, when
70.0 factors such as heating bills
start to put pressure upon
%
finances.
65.0
The drop in concern over
cost in December could be
60.0
due to a relaxation of
concern with Christmas.
55.0 Shoppers buying presents
June July August September October November December and food for the festive
2011 season see it as a treat and
celebration that is a one off.
www.evolution-insights.com 16
17. Planning vs impulse – Introduction (2)
Planning is a function of time and budget.
Planning α time / budget
Planning is proportional to time and budget. Those with more time are able to
plan more than busy shoppers who just pick up items as and when they are
needed. Also, shoppers on tighter budgets are more likely to plan their food and
grocery shopping.
As such, planning is common among the over 65s and
social class DE shoppers as they often have more time to
plan and rely upon a budget.
www.evolution-insights.com 17
18. Promotions – Gender, age and social class
Men and women prefer different offers and promotions. Women and young shoppers are the most likely to utilise coupons and vouchers,
whereas men prefer straight forward multi-buy offers.
Men and social class DE shoppers are likely to look for multi-buy offers.
However, AB male shoppers are the least likely to like discounts, as these
shoppers are the most affluent.
Female
Male
Women are more likely to use coupons and vouchers than men. This is
regardless of relationship status.
Young shoppers (under 34s) are also more likely to favour coupons and
vouchers. This is also true of couples of this age. To do this they utilise sites
such as Moneysavingexpert.com, Groupon.co.uk and Myvouchers.co.uk.
www.evolution-insights.com 18
19. Missions – Introduction
A shoppers mission dictates a lot about how they will shop and what they are looking for.
There are four different shopping missions when it comes to food and grocery shopping.
On the go Top-up Main trolley Stock-up
For consumption Often reactive Main household Planned,
immediately, for based on shops, usually infrequent and
example lunch particular need(s) planned covering often high
while out or between the most categories. volume. Typically
takeaways main shop Often at weekend once a month
Since all shoppers are different, these themes offer a broad framework. We find that some shoppers
for example conduct only top-up missions, never actually going on a main trolley or stock-up trip. The
most common type of mission for each demographic will be examined in this section so as to
understand such differences in behaviour.
www.evolution-insights.com 19
21. Methodology
• Evolution examined its extensive collection of
previous reports to identify and analyse 9
different shopper typologies. These reports
use a combination of quantitative and
qualitative research methods to gather a
wide range of data. These include
preliminary surveys, main surveys, focus
groups and secondary research drawing on
Evolution’s proprietary databases, national
statistics, news and industry resources.
• The specific methodology for the separate
reports is available within each report.
However, all of Evolution research follows the
same basic framework, presented on the
following page.
22. Methodology
• Evolution carries out a preliminary survey of
Evolution’s methodology around 100 shoppers, to test questions for the
main survey.
• Detailed secondary and desk research is
Secondary and desk Preliminary conducted to define the topic area, macro drivers
research quantitative survey and trends, scope and examples of within the
research topic.
• Initial insights gained are used to help further
design the main survey.
• A main survey is completed by at least 1,000 UK
adults who are the primary household shopper for
Main quantitative food & grocery.
Focus groups
survey
• Focus groups are carried out to further enhance
the secondary research and main quantitative
survey.
• Comprehensive and detailed assessment of all the
data received was then used to discover insights.
Insights • Throughout this process, primary research was
supported by secondary research drawing on
Source: Evolution Insights
Evolution’s proprietary databases, national
statistics, news and industry resources.
www.evolution-insights.com 22