The document discusses limitations of traditional shopper research methods and introduces an alternative protocol called WI-TAIL. The key points are: 1. Traditional methods like focus groups and surveys conducted away from the store fail to capture important influences on in-store shopping behavior and impulse purchases. 2. WI-TAIL uses on-site recruitment, non-intrusive observation using video glasses, quantitative surveys, and qualitative interviews to gain insights. 3. The case studies and quizzes provide examples of how WI-TAIL can reveal behaviors and factors not evident in traditional methods, helping to improve marketing strategies.

1. The truth
The whole truth
And nothing but the moment of truth

2. for true shopper insights WI•TAIL®

3. Line ‘em up against the wall and shoot 3
A substantial percentage of the marketing budget is spent
instore because marketers know quite different dynamics
are at work influencing the consumer, and ABL is not
enough.
So, why do we still see research co’s advocating FGD’s,
CLT’s etc away from the shopping environment whilst
purporting to achieve shopper insights?
Impulse purchasing accounts for significant levels of spend.
Do we really think that research methods that rely on
recall ,or that can’t “red flag” the subconscious, will allow
us to uncover all that matters?
People innately send signals to others to ensure they
convey the right image about themselves. If certain social
rituals are not acknowledged, the observed shopper will
assume a role, and not exhibit their real behaviour.
Why then do we see so much emphasis on accompanied
shops as a methodology to uncover shopping reality?

4. WI• TAIL® - giving you a lot more of the truth. 4
On-site recruitment
Non-intrusive observations WI.TAIL is a protocol that seeks
to improve on the limitations of
other types of shopper research
Quantitative survey methods
Qualitative depth exploration

5. Methodology 5
WI•TAIL® is a protocol including the
following elements:
ON-SITE RECRUITMENT
Compared with pre-recruitment
Non-intrusive observations (a commonly used approach for
accompanied shopping), on-site
recruitment has the benefit of
Quantitative survey ensuring no preemption to the
shopper so that the research can
capture both impulsive and
Qualitative depth exploration
planned purchases

6. Methodology 6
WI•TAIL® is a protocol including the
following elements:
NON-INTRUSIVE
On-site recruitment OBSERVATIONS
With the help of video recording
glasses (capturing both visual and
audio), consumers can do the
shopping at their own pace with zero
Quantitative survey interference from researchers. It also
allows the capture of behaviors and
environmental stimuli live from the
first person angle – rather than
Qualitative depth exploration
relying on “recall” of consumers
afterwards

7. Methodology 7
WI•TAIL® is a protocol including the
following elements:
On-site recruitment
QUANTITATIVE SURVEY
Non-intrusive observations To grasp the overview of
behavioral patterns – after all,
shopper research is meant for
understanding and modifying
behaviors (instead of attitude
and perceptions)
Qualitative depth exploration

8. Methodology 8
WI•TAIL® is a protocol including the
following elements:
On-site recruitment
QUALITATIVE
DEPTH EXPLORATION
Non-intrusive observations
Follow-up in-depth interviews on
the shoppers to dig out the
Quantitative survey reasons and factors behind the
exhibited behaviors based on
video

9. WI•TAIL® 9
How well do you understand SHOPPERS?
Shopper Quiz #1
Look at the video next page, do
you know why the shopper kept
on looking through the stocks at
the back of the roll?

10. WI•TAIL® 10
How well do you understand SHOPPERS?
Shopper Quiz #1
Do you know why the shopper
kept on looking through the
stock at the back of the roll?
Answer: she tries to look for the
PACK (not the product) that is in
best condition, no damage or
deforming…etc.

11. WI•TAIL® 11
How well do you understand SHOPPERS?
Q1: What does the shopper
Shopper Quiz #2 consider when making the
purchase? Brand vs. flavor vs. price
Background: (promotion)?
Q2: Do they notice the promotion
message?
Q3: Would they really calculate the
monetary benefit or just a general
“good value” message”? To what
extent?
With a promotion campaign of the TWIN PACK:
•Extra 100g in TOTAL, i.e. 50g each per tube Check out the video
•AND selling at a discounted price, $19.9
next page

12. WI•TAIL® 12
How well do you understand SHOPPERS?
From the video we also noticed that being 225g
Shopper Quiz #2 (175g + 50g) in size was the source of confusion –
too similar to the 250g SKU and shoppers
immediately compared the promotion offer with
the 250g rather than 175g
So, somewhere in the 100g label, better to put
down “Original at 175g only”
And TRY TO MAKE YOUR PROMOTION
MECHANISM EASIER – 100g (actually 50g per
tube), and then on top of it a price cut – better to
think about something more simple and straight
forward

13. WI•TAIL® 13
How well do you understand SHOPPERS?
Shopper Quiz #3 We often hear respondents saying…
M: Why did you buy this?
R: Well, at the time the sales recommended me
M: Oh really?
R: Yes! She said this is good
M: What she said good about this?
R: Well, just it is good, I can’t remember exactly…
Conventional deduction from the above:
Shoppers NEED sales RECOMMENDATIONS
(advice)

14. WI•TAIL® 14
How well do you understand SHOPPERS?
The truth is (as demonstrated by the previous video) for most
Shopper Quiz #3 interactions with the sales/promoters, the conversation tends
to be limited to checking/confirming the promotion
mechanism
The Lesson: The following scenario is more representative:
Promoter notices a shopper feels interested in a product
Shoppers (picked up, examining the pack…etc.) and then approaches
DON’T NEED the shopper
RECOMMENDATIONS
(ADVICE); Sales: Yes! (agreeing on the shopper’s pick) This one is good
(confirming the shopper having a good choice), and now with
promotion /actually a good price, not expensive at all
they just NEED
RECONFIRMATION Shopper: Oh?...m…(the shopper like the product initially)
Well, not bad, okay, I will have it

15. Who really benefits from cashier proximity promotions 15
Cashier push…or cashier crash!?
Cash register shelving + cashiers push probably
one of the most expensive in-store touch point
Based on 2 assumptions:
The area where shopper MUST pass through and
that they spend idle time there – ideal for your
product visibility and accessibility
And, there money is coming out….They are just in
the moment of paying, prompted to impulsive
purchase if something interesting
Well, it is reasonable, is it?

16. thank you