Shopper Insight
Know your category & your shoppers
Why is shopper insight important?
More than ever, Retail Buyers expect suppliers to arrive at meetings with hard evidence to back up any request for new listings.
Few proposals are compelling enough without the data and insight to convince the Buyer that it’s a risk worth taking.
Market data is essential, but it’s only half the story.
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. We need bespoke shopper insight to provide this.
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 / Brand portfolio
Buying motivations & attitudes
Barriers and tensions
Simple brand or product tests
Brand Deep Dive
Extending the sample to 1,000 respondents allows us to cut and cross-reference the data more, while maintaining robust “sub-groups”, enabling deeper analysis of brands, retailers and shopper segments
Core Insight PLUS Additional outcomes
A deep dive into your brand and products
Brand Perception
Life stage segmentation
Tesco’s new shopper segmentation - looking at the category and your own shoppers
Smaller Brands <£5m
Emerging / Regional / Challenger…however you view your business, if you want to achieve more UK listings, we have a strong track record of supporting smaller brands
Click here to find out more…
Premium Insight
For years we have supported NPD, EPD and Rebrand projects with robust consumer testing and feedback. Don’t rely on gut-feel and assumptions!
With 1,000 category respondents, you will get a Brand Deep Dive plus…
An in-depth section on either:
NPD concept testing
EPD concept testing
Re-branding
Tesco
From Tesco’s new segmentation to Dunhumbby data, we have years of helping our clients get UK listings
Click here to find out more…
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