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Actionable shopper insights

Date of publication: February 19, 2007

Catalogue: Retail 2007

Company: Nielsen

Author: Neil Sangster

Abstract:

This paper outlines work done to determine the success of a new category segmentation and layout trial. Results are based on in store research with shoppers and sales modelling techniques. Setting clear objectives and identifying key performance measures were critical to the assessment of the success of the trial. The potential benefit to the retailer was an increase in category sales of AUD $23 million.

Neil Sangster

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Atkinson, R. (2007a, May 07). Actionable consumer insights. ANA - ESOMAR. Retrieved May 13, 2025, from


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Citation

Sangster, N. (2007a, February 19). Actionable shopper insights. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/if-the-consumer-is-not-a-moron-could-the-shopper-be-