Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
“How much money should I spend on consumer marketing versus shopper marketing?” It’s a question I’m often asked by clients and at conferences. They question is sometimes phrased differently (“what percentage of my spend should go in-store”; “What is the best split between above-the-line and below-the-line spend?”). The answer is “it depends”: every situation is …
According to the esteemed market research organization Greenbook, 40% of Generation Zers’ purchase decisions are influenced by social media. Wow! That is huge! I mean if that is true it surely is a game changer for the way we do shopper marketing! Scratch that. It’s a game changer for the way we do marketing, period! …
At engage, we see a lot of market research – both shopper research and consumer research. Sadly, an awful lot of it is low value. As marketers we are always seeking insight yet often research efforts disappoint. A recent comment on a post got me thinking about this – in a nutshell the comment suggested …
Yes, I did say consumer. It’s not a mistake! Those of you who have subscribed or followed my posts for some time will know that I am a strong advocate for understanding the differences between consumers and shoppers, so I guess this might seem strange. But I’ll say it again. If you really want to …
Have you conducted shopper research projects? If so, have you sometimes been less than energized by the results? If so, you are not alone. Too often a first piece of shopper research can lead to not much more than a large PowerPoint deck and a vague feeling of disappointment. The agency reels off a whole …
Survey after survey suggests that shopper marketing is becoming a bigger priority for organizations, with more focus and more spend. Yet many of these companies ask shopper marketers to work with a blindfold on, not investing sufficiently in shopper research to build a really clear understanding of the target shopper, how they behave and how …
Ask a shopper marketing or shopper insights professional about what they would most like to know about shoppers, and you’ll get a broad range of answers. Some may want to know who their target shopper is; or which stores they shop in. Others may want to know which promotional mechanic is likely to be most …
Brand loyalty has always been an enigmatic thing. A holy grail of marketing perhaps; certainly an often elusive goal. Arguably as online options flourish, it becomes a lot easier for shoppers to ‘shop around’. Instead of having to trek from store to store, different and diverse choices are literally in the shoppers’ laps. As Nielsen …
My post last week on the importance of knowing what was in-store at the time of research fieldwork generated some fabulous feedback across a number of LinkedIn groups, and one particular question resonated. What can be done, at the beginning of a shopper research project, to improve the chances of the work leading to action? …
At engage, we get to see a lot of shopper research. We commission research on behalf of our clients regularly, but often we are handed over research reports soon after the work has been commissioned, and we help our clients derive insight and strategy from the work. Often the studies involve in-store research: observations, exit …