How will brands and retailers win over the next 5 years? Use shopper insights to connect the shopper need to the product choice at shelf

The cornerstone of large scale retailing is winning on availability (stock on shelves) and price (reassurance or bargain).  Shopper Tracker research consistently tells us these are the most important factors to shoppers in all channels, almost all categories. Getting the functional shop right consistently goes a long way to drive loyalty, in the sense that […]

The tough part of shopper marketing?

The tough question in Shopper Marketing? As brand manufacturer people many of us have years of experience in working out how to inspire consumers to buy our brands. It’s not a massive leap onward to work out how this translates through the path to purchase (it’s a leap, but hopefully not a chasm!) Where sometimes […]

Evolutionary teaching about insights

An insight about insights from Darwin?   One can draw lots of parallels between business success and the theory of Evolution, not the least of which is the concept of survival of the fittest, ie the entity that is best adapted to the environment (market) will succeed better than the less adapted. Good news is […]

The search for significance – do our recommendations pass the basic test?

Are half your Shopper Research recommendations misleading?  ….the search for Significance As researchers, we report findings to clients.  We have a responsibility to offer considered guidance based on that research (only) rather than guess work, otherwise why bother with research? We seek to understand what the real life shopper wants so that the commercial outcome […]

A new model for Category “Role” thinking

Category Role – at the heart of category management for 20 years, but until now vague and prejudiced! Category Role – back to the basics – but what’s the problem? Its been part of category management thinking for 20 years since my friend Dr Brian Harris developed the “8 step process” with The Partnering Group. […]

Top 10 secrets for more effective Shopper Research

It’s the end of another year of working with clients on all matters shopper. I am sure we all feel another year older, and perhaps a little bit wiser (all being well!). I thought I’d summarise the bigger things that have struck me this year:   The ten top secrets of making shopper research work […]

Research and the Reptilian Brain

Research outcomes, benchmarking and the “reptilian” brain: Human psychology has an interesting underlying trait that helps get impact and meaning from research. Since the dawn of time we have evolved to compete, to fight, to win. Our reptilian brain (the amigdala) psychologists believe is still running an operating system that was designed to keep us […]

So what happens when your Brand is out of stock?

Simple, you say. People are so loyal they sprint to somewhere else to buy it! Well, clearly not I every case. Buyers and sales people have to pour cold water on the white hot enthusiasm on the typical brand manager! In deciding how to range any category in a store, with a view to optimising […]