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Leveraging Agile Research for Rapid Shopper Insights
October 1, 2015 ANN SLIDE
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HOUSEKEEPING You are on mute Duration: 1 hour Questions?
Use the Q&A box Recording available within the next week
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Leveraging Agile Research for Rapid Shopper Insights
INTRODUCTIONS Leveraging Agile Research for Rapid Shopper Insights ANN SLIDE Ann Koerner VP of Product GutCheck Michael Twitty Owner First Light Insight
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1 2 3 4 AGENDA Shopper Insights Today
Quick Reads along the Path to Purchase Case Study Examples 3 Agile tools and methodologies are changing the way shopper insights are discovered in a timely manner to drive decisions and optimize shopping experiences Quick reads along the path-to-purchase process can help answer those urgent questions or help explain a shopper hypothesis Real client examples of leveraging agile shopper insights to present recommendations to their retail partners and internal teams 4 Key Takeaways and Q&A
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OUR SPECIALTY GutCheck is a global online agile market research solution for quick consumer and shopper reads DIFFERENTIATORS Speed Quant & qual worldwide Research expertise in quick reads REASONS TO BELIEVE Automated recruitment technology Scaled our model across 26 countries Completed 1000s of agile research projects ANN SLIDE Sampling of Global Clients
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GUTCHECK SOLUTION Proven Agile Methodology Proprietary Software
Worldwide Audiences Online Quant & Qual Instant Recruitment 20+ Panel Providers Full-Service Team Optimized for Quick Reads 26 Countries Global & Category Expertise Mobile & PC 16 Languages
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GutCheck APPLICATIONS
Quick Read for Advertising & Marketing Quick Read for Shopper Insights Quick Read for Products Exploratory Exploratory Exploratory Attitudes & Behaviors Ideation Attitudes & Behaviors Creative Inspiration Motivations & Barriers In-Store Activities Screening & Refinement Screening & Refinement Screening & Refinement Ideas / Concepts Names / Claims / Statements Varieties Packaging In-Home Usage Tests Storyboard / Animatics Messaging Print Advertising Digital Mocks & Prototypes Video Advertising Shopper Touchpoints In-Home Usage Tests LEGEND QUANT QUAL
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SHOPPER INSIGHTS TODAY
ANN Intro to Mike
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BEFORE WE BEGIN WHAT’S A SHOPPER? Any individual who has an intent to buy an item or who has the means to do so and is in an environment where they can make a purchase. WHAT’S A CUSTOMER? Your retail partner.
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CONSUMER INSIGHTS VS. SHOPPER INSIGHTS
Understand How, When, Where, Why Shop/Buy the Category Use/Consume the Category Primary End User Shopper Marketing Team Sales/Account Team Retailers Brand Marketing Team Product Innovation R&D Uses Path to Purchase Influencers/Tactics In-Store Marketing Communications Innovation To Influence CATEGORY/BRAND CONSIDERATION, SELECTION & BUYING DEMAND GENERATION MIKE SLIDE
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How many of you conduct online shopper insights studies today?
POLL QUESTION How many of you conduct online shopper insights studies today? ANN ASKS POLLS Mike will answer it while results are coming in - about a minute.
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WHY SHOPPER INSIGHTS? The internet, smartphones, and social networks are reshaping consumer marketing, the world of retail, and the ways we shop. Today’s marketers face an infinite number of targetable shoppers, touchpoints, and buying occasions, which means there are more opportunities to win or lose each purchase Consumers are becoming more advertising-wary Shoppers are exerting greater control over the information they attend to and the manner in which they make buying decisions MIKE SLIDE “…as advertising messages became more and more prevalent in virtually every aspect of daily life we as consumers have become immune to them, and started to subconsciously filter and tune out anything that smelled of advertising or sales.” - Adriana Rocha, GreenBook Blog, September 21, 2015
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MARKETERS HAVE HAD TO EXPAND THEIR FOCUS
MIKE SLIDE …increasing their attention on the shopper and marketing’s “last mile.”
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SHOPPER INSIGHTS FOUR THINGS YOU NEED TO KNOW
Use Shopper Insights to identify the most important touchpoints, triggers, barriers, and solutions along the path to purchase Shopper Insights will be most valuable to customer-facing functions Customer/Sales Teams: to influence retailers to take specific actions Shopper Marketers and Shopper Marketing Agencies: to influence both shoppers and retailers to take specific actions Shopper Insights can answer many business questions, but it has to: Find the bases for driving desired shopper behavior Be designed to be persuasive to retailers Shopper Insights and Shopper Marketing are young disciplines with few established guidelines, approaches, principles, or normative standards BE CAREFUL OUT THERE: “Where there is little data, there are many experts” MIKE SLIDE
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QUICK READS ALONG THE PATH TO PURCHASE
ANN SLIDE
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Where do the majority of your shopper insights questions come from?
POLL QUESTION Where do the majority of your shopper insights questions come from? ANN ASKS POLL MIKE ANSWERS QUESTION WHILE POLL IS HAPPENING Where do a majority of your shopper insights questions come from? - Retailer Sales Reviews Retail Customer Teams Brand Team Executive team Shopper marketing teams Shopper marketing agencies - etc
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UNDERSTANDING SHOPPERS TODAY
What are the shopper motivations and barriers to purchase? What are the purchase drivers and influences? How do they prepare to shop? How do we break through the clutter? How can we better connect with shoppers? Will this in-store display influence the purchase? What’s happening at the shelf?
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Quick Read for Shopper Insights
Pre-Store Post-Purchase At-Store WE PROVIDE QUICK READS AT ANY STAGE ALONG THE PATH TO PURCHASE CYCLE Shopper Exploration Planning & Research Shopper Touchpoints POS Materials Circulars Category Management Promotional Displays In-Aisle Activities First Impressions Findability Consideration Set Purchase Drivers Barriers Qualitative In-Home Usage Tests (IHUTs) Likelihood to Repeat or Recommend Brand impact and Influencers
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Case studies ANN SLIDE
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IN-STORE SHOPPER ACTIVITY
Case Study: Client wanted to better understand what was affecting sales performance EXPLORATORY Day 1 Day 2 IN-THE-MOMENT INSTANT RESEARCH GROUP Findability Product Reactions Purchase Drivers Key Findings & Implications RESEARCH RESULTS IN 8 DAYS IN OUR CLIENT’S WORDS… "The verbatim quotes and photos were so powerful in conveying the message. Quant tests are great, but when you hear it directly from the shopper, the team responded more to that feedback, more so than other research like virtual shelves and percentage numbers.”
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POS MERCHANDISING IMPACT
Case Study: Client wanted to assess impact of promotional materials IN-STORE DISPLAY QUANTITATIVE SURVEY Key Metrics Heat Map RESEARCH RESULTS IN 4 DAYS Key Findings & Implications Stat Testing ANN SLIDE IN OUR CLIENT’S WORDS… “These learnings are used to optimize the communications and help identify the elements that are working and where to improve. Very helpful for working with our agency and retailers to improve execution.”
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1 2 3 4 SUMMARY / TAKEAWAYS CONTEXT MATTERS BE PRACTICAL SHOPPER ROI
Learn from your shoppers in-the-moment of their shopping experience and mindset 2 BE PRACTICAL Consider quick reads as a complement to in-depth path-to-purchase studies 3 SHOPPER ROI Inform shopper solutions and influence your internal partners and retail partners ANN SLIDE 4 SPEED Leverage quick reads to assess and promptly recommend action with supporting data
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Questions? Join the ‘Agile Market Research’ group on LinkedIn ANN SLIDE + @gutcheckit |
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