Abstract:

In 2013, DEKA Marketing Research, in collaboration with Gordon & McCallum undertook a series of research studies designed to better understand the growth in use of this channel, and provide in-depth insight into the way customer engage with such stores. The research combined qualitative quantitative survey and mobile based "neuro-research" (facial imaging) phase. As a result researchers were able to obtain a wide range of inputs to understand convenience store shoppers.