Abstract:

With technological advances in consumer panel collection devices and the absolute size of consumer panel samples, analysis applications that integrate behavioral and attitudinal measures are becoming more common place. U.S. manufacturers have been leveraging these capabilities to gain a better understanding of category and brand buying behavior for many years, but acceptance by the retailer community has been at a slower pace. This paper provides examples of how these techniques can be applied at the retail channel or retail account level to enable retailers to address specific or broad business issues and find solutions to improve business performance.