Winning With Shoppers via Qualitative Research - P&G
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Transcript of Winning With Shoppers via Qualitative Research - P&G
Shifting Research Paradigm
+ Shift From
Research = Product + Media to Research = Product +
Media + Store
Shopper Qualitative Research
What does your shopper
think about your brand?
How does shopping fit in
her daily life?
How does she actually behave
when shopping?
Case 1: e-Studyante Program
Research Insight: Shoppers think of P&G brands as beneficial to their
households and broader community
Possible Applications
1. Look for portfolio play across brands – What is common in the way your shoppers
perceive them?
2. Leverage corporate heritage and scale – How can you partner with retailers to bring your
vision to life in a meaningful way?
3. Assess evolving consideration set factors – Is there a new vector that is causing your brand to
lag behind (i.e. Social responsibility)?
Case 2: Wholesale Path to Purchase
Research Insight: What
shoppers do before and after the trip affects
their in-store
behavior
Home/
Store
Mid
Journey
Transit
Checkout Early
Journey
Transit
Possible Applications
1. Identify behaviors that you can anchor on – What “rituals” does your shopper do before
leaving the house?
2. Bring your brand to the forefront of the store – How can your product category be top-of-mind
when the shopper enters the store?
3. Strengthen brand equity after purchase – Is there a way to remind the shopper of your
brand after she has left the store?
Case 3: Baby Solution Centers
Research Insight: Baby needs is the primary consideration for the “Pareto
shopper” of the retailer
Possible Applications
1. Challenge assumptions on store behavior
– When was the last time you literally walked with your shopper?
2. Enable win-win solutions with retailers
– How can you grow category sales for retailers while growing your brand’s sales?
3. Do not be afraid to create disruptive solutions
– What can you change in the store environment to make her feel better about the experience?
Closing Thoughts
Winning with the Shopper is the Last and Most Important Step of Winning in the Market
Understanding Human Behavior (not just Consumer Behavior) Increases Your Chances of Winning
Walking in the Shoes of Your Shopper Unlocks Winning Insights