Abstract:

This paper shows that a detailed insight into how shoppers decide what to buy, and how they actually browse and shop, can lead to better, more efficient and easier to shop in-store papers for fast moving consumer goods. This paper also describes the different research methodologies used to gain this kind of insight: interviews at the aisle, observation of browsing behaviour, hidden video cameras combined with an interview, focus groups, store audits, scan data analysis and traffic flow measurement.