Consumer and shopper research

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Account specific research is key

To drive category growth (or even your brand’s growth) in a specific retailer, you need to focus on their shoppers and how they behave in-store at your fixture – even in the last few months, we have done several cost effective account specific projects in the same category but for competing supermarkets with totally different action plans!

Account specific research can be expensive but it shouldn't be prohibitive. It can be big, integrated, multi-stage exercises leading to:

  • Re-design and re-launch of categories
  • Launch of a raft of new products
  • Re-lay of the fixture

to much smaller, one-off qualitative exercises costing £6-8,000, such as:

  • Why have my sales dropped in Account X?
  • Why is the category in decline?
  • How can I increase sales in segment X?
Posted 6 November 2015 by Mike Armstrong
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