Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
In my last post I questioned the domination of data and quantified shopper research, and outlined some of the key reasons why qualitative shopper research was perhaps not being used as much. Yet in the same way that qualitative research is valuable in the consumer realm, qualitative shopper research can be priceless for shopper marketers …
With all the hype around Big Data, one could be forgiven for thinking that qualitative research has been retired and put out to pasture. Across the globe, insights teams appear obsessed with numbers and are packed full of analytics people, crunching data in an attempt to deduce the answer to everything. Qualitative research seems to …
We’re cutting back on all our shopper research this year: it just tells us stuff we already know, and doesn’t lead to any insight This quote comes from a very senior manager in a very large consumer goods company. As shopper marketing comes of age, and attracts more attention (and funding), it appears that there …
I’m more than a little worried. One of the core foundations of marketing seems to be wobbling, and this wobble is extremely prevalent in the shopper marketing space. My concern? We’re forgetting what an insight is. As more and more data reaches marketers’ desks you’d think that we’d see more insight, but unfortunately that doesn’t …
I recently wrote about the characteristics of a great shopper marketer: many agreed that a shopper marketer required a number of great qualities: flexible, analytical, strategic and operational, peace envoy, negotiator and pioneer. But I think I might have missed one: politician. Politics in organizations gets a bad rap: and those that use it excessively …
A recent report from Catalina talks about how to successfully launch new products and refers to “The Pivotal Consumer” the tiny minority of people who are responsible for the majority of a new products sales. Putting aside that this really should be “The Pivotal Shopper”, the report yields some fabulous data about who buys …
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 …