Shopper Insight
Know your category & your shoppers
Why is shopper insight important?
Market Data (especially EPOS) tells you WHAT is happening. How you are performing in terms of volume, value and identifying where there are opportunities to grow distribution.
With PANEL data we can analyse WHAT IS DRIVING this performance, such as shoppers switching away from your brand, decreased purchase frequency and quantifying incremental growth.
What market data can’t do is explain WHY this is happening.
For example, why do shoppers buy you? Why are shoppers switching away from your brand or products, or buying you less often? How do shoppers perceive your brand or products, and how does this compare to your competitors?
And who even is your core shopper?
Without this knowledge of your shopper base, any action you take may be largely guess work. How can you invest in marketing or NPD if you don’t know who the category shopper is and why they don’t buy you?
“Informed decisions are super important to us. Last week, an account manager who brought in a product I had never heard of - they thought it would be great but couldn’t tell me why. Suppliers need to bring evidence and not just their own opinion.”
Tesco buyer, 2023
Insight Options
Core Insight
15 question online survey
500 Nat Rep sample of Category shoppers
Current category snapshot
Category Brand performance funnel
Category shopper profiles
Age & Income / Life stage / Brand portfolio
Buying motivations & attitudes
Barriers and tensions
Small tests
Brand Deep Dive
1,000 Nat Rep sample of Category shoppers, for deeper analysis of brands, retailers and shopper segments
Additional outcomes
New Tesco Segmentation
Your brand perception
Lapsed / Aware but never bought
Premium Insight
Bespoke question sections:
Marketing recall
Concept testing
Re-branding
All projects include:
Team workshops & scoping
90 min Presentation online
20-30 chart report
Raw data if requested
Key Insights
- Why do shoppers buy your category?
- What are their attitudes and perceptions?
- What impact has the Cost of Living had on their behaviour?
- Why do shoppers choose your brand?
- What other brands do they buy?
- What are some of the barriers to buying you?
- How aware are shoppers of your brand?
- Tracking key metrics including:
- Brand Awareness
- Purchase intent
- Perceptions
- Associations
- Shopper profiles
- For you and your key rivals
- If you’re about to launch a new range and your team is undecided on which route to take, one of the best ways to cut through the debate is to test it with those who matter most…your category shoppers.
- This can include new pack designs and new ideas, as well as recall from category and brand shoppers for above-the-line advertising.
NPD
Over 10 years TRKR have developed a robust yet detailed process to support NPD and Re-Branding projects, based on the feedback and behaviour of real category shoppers.
Insight-Driven Innovation (IDI) is a Lean Agile-based innovation process for food & drink manufacturers, combining consumer insight with shopper testing
Using market data and shopper insights to develop new ideas, through a series of step-by-step workshop tools
For suppliers who want to strengthen their existing proposition, or New Product Development
Testing early-stage concepts with 1,000 real shoppers in the category. True proposition concepts with key features aimed at the true unfulfilled needs of consumers
Direct feedback on concepts, cross-referenced with shopper behaviour, motivations and attitudes, to create a profile of shoppers most (and least) likely to buy your products
Actionable insights to fine-tune your concepts, and evidence to show to Retail Buyers
Case Studies…
Hilltop Honey
Identifying incremental sales opportunities
Gü Desserts
Expanding into frozen category with NPD
Taylors Snacks
Testing new branding: same great crisps, different packet
Peperami
Testing NPD Opportunities in Adjacent Meat Categories