At a macro level this paper establishes the relationship between 'Culture' and 'Shopping Behaviour'. The paper also identifies the unifying and differentiating themes which define and differentiate between the shopper segments across the globe. This will help in having a fundamental understanding of the shoppers. At a micro level, the segments are analyzed in detail to understand the key hooks. They are profiled on demographics and behaviour, which provides a comprehensive view of the segments. By analysing the macro structures and micro compositions, strategic recommendations are provided.
The Point of Sale (POS) is becoming an increasingly important touch point. In recent years there has been an increasing demand for methodologies which are capable of looking beyond what consumers are able to tell on the explicit level. This paper provides a new methodology that visualizes and analyses eye tracking and locomotion data in a unique manner. Using eye square's theoretical framework of shopper behaviour at the POS, general insights are provided from 14 studies conducted with over 1,000 respondents.
Great change is now unfolding in the retail sector, with social media and mobile commerce driving whole new opportunities for the businesses involved in retail. With great innovation, however, comes great uncertainty. Many businesses are struggling to identify the appropriate role that these new technologies or channels can have in driving sales. Based on original research this paper seeks to provide a framework for thinking that can be utilised by brands and retailers, in order to harness the potential opening up before them.
This paper addresses the shopper's emotional response to the shopping experience. It will show how we might listen in to the shopper's internal emotional dialogue as they pass through a store. Referencing a pilot study undertaken for the Marketing Store, it will demonstrate just how emotional a shopping experience is, identify how emotions can change from one moment to the next during the course of a store visit, map out the emotional zones of different types of store, and even reveal how this might differ between different demographics. Emotional understanding of the shopper experience can open up new opportunities for both brand owners and retailers.
This paper describes the philosophy -the rational investigation of applying Neuroscience and Psychotherapy in market research. The authors postulate that ancient wisdom and modern science can be applied to develop a research model that taps into the unconscious mind. The outcome delivers a groundbreaking research model providing deep understanding of the complex human brain in decision making and insights into a Meta system of knowledge. The innovation, approach and application of these multiple sciences in market research is groundbreaking.
This paper will describe how the Shopper Insights function inside a globally active FMCG company has gained and accumulated relevant shopper-marketing knowledge from diverse sources of information and expertise, and how this knowledge has since been successfully disseminated in a company-wide communication effort using a new web-based knowledge-sharing video service.
This paper details how by overlaying research insight on to targeting models, businesses can enhance their customer acquisition and retention strategies. Examples show how insight has enabled not only a more accurate pinpointing of customer opportunity, but also highlighted channel potential and salient marketing communication messages to increase engagement. It shows that by combining pragmatic modeling with emotional insight, businesses can isolate winning formulae for their future business success.
Rogil's innovative Sens-Pack model combines eye tracking with verbal quantitative and qualitative research techniques which enables the prediction of the success of your packaging or category management. In this paper we will prove that the added value of this multi-mode research approach goes beyond conventional research techniques.
Project Shopper 360° shows how brands can respond to the challenges of the post recession shopper landscape through continual dialogue with consumers. This paper will show how cutting edge community research combined with on the go mobile and video research can get under the skin of how shoppers make decisions across a range of retail environments.