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Don't forget about shopper research!

Clients tell us despite researching well, lots of products fail when they are launched.  Often in our experience this is because their research lacked a shopper element – in a recent project, a raft of new ideas were loved in our groups but when we explore in-store, shoppers said they wouldn’t look for them/expect them in this category because they were an accompaniment not the main purchase.

“These need to sit with the meal centre or I won’t see them or consider them?”

Most Cog projects have at least an element of shopper research!