Our upcoming seminar – Drive business growth and profitability with groundbreaking shopper research – brings together all the essential elements marketers, sales, and researchers need to know in order to maximize returns from trade spend and research investment.
Understanding shopper behavior is more critical than ever before. As traditional media has become yet more fragmented, the promise of reaching and influencing the shoppers at that important “First Moment of Truth” – in the store – has encouraged consumer goods companies to change the way they spend their marketing money. In the past decade consumer goods companies have dramatically increased the amount of money they spend on influencing shoppers, in-store. The value of being able to really understand shoppers through effective shopper research has therefore increased dramatically.
And at the same time, shopping has become more complicated. The number, variety, and degree of influencers to shoppers and shopping behavior have increased dramatically over the past few years, posing new challenges to brands. The process of understanding shoppers, consequently, has become more complex. And whilst the shopper research techniques typically used by leading companies in Thailand can help in some way to understand shoppers, accompanied shopping, intercept and exit interviews, eye tracking, and focus groups all have their limitations.
In this one-day seminar, participants will –
- Understand the latest trends in shopper marketing – what are the major influencers of shopper behavior and trade investment success.
- Be introduced to the engage Five-Step Total Marketing Process – a unique integrated process which creates coherent links between the end consumer and the in-store environment.
- Understand the various research methodologies and their limitations.
- Be introduced to shopper research’s cutting edge: the world’s latest virtual store simulation environment.