Beyond numbers (Spanish)

Date of publication: May 14, 2018

Abstract:

Imagine being able to identify segmented key in-store touch points with no observations, no contact with shoppers, no lab test, no virtual reality test. Imagine you could have answers in 10 days only. Imagine you could count on more than 20 million shopping trips rather than typical 100 sample size. Imagine you did not depend on customer authorizations to run the test in-store. Imagine all this. Expensive right? But what if this cost you 1/3 of what a classic in-store observation study would? That ?s what we did. To identify segmented key in-store touch points in the drugstore channel in Brazil, we leveraged Dunnhumby CRM customer data to reach our goals. And we did. Cheaper. Faster. With a huge sample size. Proven. Not depending on memory. With no need to get customer authorizations. Not interfering people ?s shopping trip. For 3 different health conditions we were able to understand in which in-store areas we should activate our brands. So we may create tailored communications to these health conditions and better link our products with their specific needs in a place in-store people are thinking how to address their health care needs. Now, with an extra possibility: Colgate specific products. By doing this, we will increase the relevance of our categories by linking personal care categories to health conditions and health needs, helping people live better, everyday.

Christian Abramson

Author

This is a long description of some author details.

This could also be of interest:

Research Papers

Research Papers

Videos

  • Video
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
Determining goals in research Authors: Shirley A. Star
Determining goals in research (French) Authors: Shirley A. Star
Consumers typology Authors: Mary Zeldenrust-Noordanus
Consumers typology (French) Authors: Mary Zeldenrust-Noordanus
Direct questions on reading habits Authors: Jean Michel Agostini
Direct questions on reading habits (French) Authors: Jean Michel Agostini
The use of the semantic differential in media research Authors: P. Duncan-Jones, John Clemens
Analysis tendencies of our time Authors: Peter Smolensky
Interviewing physicians Authors: Jules Klanfer