Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
I’ve billed this blog with a big title – and to any of you in the research community perhaps I’m over-promising. To some of you this will be obvious, and something that you knew ages ago. I’ve known it for ages too. But here’s the thing, and here’s why it’s worth all you shopper research …
Not everyone has a shopper insight team. Not everyone has a shopper research budget. Not everyone has a research budget period. So how to get those precious “aha moments” on the cheap? Whilst many of us prefer to have everything backed up by data that isn’t always practical for everyone. And even if you have …
The world of marketing is flooded with data, and with technological advances it is likely that more and more data will become available in the future. Loyalty cards, web traffic data, POS data together with retail audit, tracking and bespoke studies – how do marketers cope with this torrent? Many organizations have responded, in particular …
I read a lot of research reports. I read a lot of articles which quote shopper research. And I find so much of what is presented or written to be misleading, especially the headline of the article or the presentation slide. I coach many individuals who find it difficult to cut through to what reports …
A while ago I wrote what ended up being my most popular blog post yet, on the topic of creating shopper insights. It raised lots of questions, lots of comments, but still much of the feedback  focused on how hard people felt it was to actually dig out an “insightâ€. I spend a lot of …
There is lots of talk about the power of insights in marketing. Most advice I read on shopper marketing talks about the importance of shopper insights driving shopper marketing initiatives. Insights are undoubtedly at the heart of any marketing, including shopper marketing, but a recent conversation made me realize that perhaps there are many people …