At engage, we get to see a lot of shopper research. We commission research on behalf of our clients regularly, but often we are handed over research reports soon after the work has been commissioned, and we help our clients derive insight and strategy from the work. Often the studies involve in-store research: observations, exit […]
The Most Common Mistake in Shopper Research Read More »
We’re cutting back on all our shopper research this year: it just tells us stuff we already know, and doesn’t lead to any insight The above quote came from a VP in a major global corporation. It talks about shopper research but could easily have been made about consumer research. Millions and millions of dollars
How to write a market research brief Read More »
In my last post I questioned the domination of data and quantified shopper research, and outlined some of the key reasons why qualitative shopper research was perhaps not being used as much. Yet in the same way that qualitative research is valuable in the consumer realm, qualitative shopper research can be priceless for shopper marketers
How To Get The Most Out Of Qualitative Shopper Research Read More »
With all the hype around Big Data, one could be forgiven for thinking that qualitative research has been retired and put out to pasture. Across the globe, insights teams appear obsessed with numbers and are packed full of analytics people, crunching data in an attempt to deduce the answer to everything. Qualitative research seems to
Big data isn’t enough – we need more qualitative shopper research Read More »
It is now pretty universally agreed that marketing to shoppers is critical to consumer goods success. Underpinning effective shopper marketing is the creating of shopper understanding, and that requires shopper research. But time and again we meet clients who are somewhat disappointed with the outputs of that research. It’s a recurring challenge – too often shopper
How to ensure that shopper research leads to actionable shopper insights Read More »
