1. Leveraging Agile Research for Rapid Shopper Insights
October 1, 2015
ANN SLIDE

2. HOUSEKEEPING You are on mute Duration: 1 hour Questions?
Use the Q&A box
Recording available
within the next week

3. 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

4. 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

5. 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

6. 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

7. 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

8. SHOPPER INSIGHTS TODAY
ANN Intro to Mike

9. 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.

10. 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

11. 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.

12. 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

13. MARKETERS HAVE HAD TO EXPAND THEIR FOCUS
MIKE SLIDE
…increasing their attention on the shopper and marketing’s “last mile.”

14. 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

15. QUICK READS ALONG THE PATH TO PURCHASE
ANN SLIDE

16. 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

17. 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?

18. 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

19. Case studies
ANN SLIDE

20. 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.”

21. 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.”

22. 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

23. Questions?
Join the ‘Agile Market Research’ group on LinkedIn
ANN SLIDE +
@gutcheckit |