If the consumer is not a moron, could the shopper be?
This paper showcases a research framework that integrates insights on shopper observation, shopping environment, retailer servicing issues with shopper interviews to create a powerful tool that can help us understand the shopper better. The uniqueness of this approach lies in the synthesis of data across all the lenses: Exit Interviews, Observations, Retailer Interviews as well as outlet profiling. It is a powerful example of applying learnings from Retail Audit and Consumer behaviour to scale up into a shopper understanding framework. This framework has already been rolled out across 8 markets. It offers a holistic framework that uses new thinking to provide actionable research
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