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How we do it

How we do it

Superior field quality standards

Garbage in, garbage out as the fairly blunt, but incredibly accurate saying goes and this couldn’t be truer when it comes to your field teams’ skills & capability. If you live & breathe shopper like we do… when you actually stop to think about it, the collection of even small shopper metrics is not obvious. Dwell time for example, when do you start recording it? When the shopper first enters the aisle, looks at the fixture, engages in any way? As one of our case studies shows, there are numerous ways to collect information.

We have an entire fieldwork training module dedicated to what constitutes shopper engagement and therefore when & how to start recording things such as dwell time and the difference between whether a shopper is just looking from side to side as they walk the aisle or actively looking. That's not saying that our way is the only way, but what enables client confidence in our outputs is the quality standards and consistency of collection and therefore their security in the accuracy of comparisons. As our global field manager likes to point out, 'there may be other ways, but ours is a consistent one'.

Market research standards dictate that fieldworkers must have a supervised accompanied visit once every 180 days. Ours is once every 30 days. We have our own field & field management team and do not outsource our fieldwork. Many of our researchers have been with us for years and each has a monthly, dedicated on the job development session, a buddy system and at least weekly contact with their manager.

We measure KPIs & metrics each month and performance is rewarded & managed accordingly. We have an entire field toolkit dedicated to the specifics of the role and researchers are not put live in the research collection until they pass our high internal standards. In short, our field team are an extension of us and we treat them no differently. We are rewarded by their continued motivation, commitment & quality standards in field.

So the next time that you are looking to conduct research, make sure you meet the people on the ground as well as the suits.

Methodology

We conduct both observations of shoppers and interviews with shoppers whilst they are shopping in-store. As such, Shopperpedia insight is generated 100% from real shopping behaviour of what shoppers do & the ‘as it happens’ opinions of why.

We use three key methods:

1. Shopper conversion observations

From the moment a shopper enters the door of the store, we track footfall throughout the store to be able to give clients conversion insight which tells them things like;

  • How many shoppers see their gondola end display.
  • Whether shoppers buy from this gondola end or the main shelf.
  • Whether shoppers avoid the aisle.
  • If shoppers are in the aisle, is their category / brand a destination.
  • How many shoppers browse the category but don’t go on to buy.
  • And much more about where they go in the store, what they see, walk past, touch, interact with, buy, don’t buy, etc.

2. Shopper behaviour observations

In addition to the shopper conversion observations, we also conduct shopper behaviour observations. These observations happen at the point of purchase. There are about 25 questions in this section of our questionnaire and it is designed to capture all the things that you would want to know if you were stood in the store observing a shopper shop your category. For example, dwell time, influence of kids on the purchase, number of products a shopper picks up before buying & whether they are referring to a list, to name just a few.

3. Shopper behaviour questions

In addition to the observation methods we also question the shopper. We question three shopper types about what we have just observed them doing to understand the elusive why factor. The shopper types are;

The buyer

A buyer successfully purchases from the category under observation. They are approached for an interview once they have completely disengaged from the category and walk away.

They are asked a series of quantitative questions and the interview lasts about 12-minutes. The market research standards for face-face interviewing are questionnaires of approx. 18-minutes in length but we find in a shopping store environment, the shorted questionnaire yields better results & shopper satisfaction.

This questionnaire answers 90-95% of all the questions that a typical client would have about a shopper and ranges across many shopping areas such as why shoppers behave as they do at the point of purchase, why they buy on promotion / activation, specific influencers, why they are shopping & specific missions, why they choose the store that they do, the impact of online, shopper brand loyalty, new product development at shelf and much more.

The browsing rejecter

A browsing rejecter engages with the category under observation but then walks away without purchasing. They are approached for an interview once they have completely disengaged from the category. They are asked a series of quantitative questions and the interview lasts about 7-minutes.

This questionnaire answers 90-95% of all the questions that a typical client would have about why shoppers invest time and / or interact at the fixture and then walk away without purchasing. This questionnaire really gets to the bottom of why shoppers are rejecting in-store and therefore inspires ideas as to what to do about it. The easy ability to compare the buyer and the browsing rejecter data means that similarities and differences can easily be spotted to give deep insight into why a category has in-store shopper rejection.

The passive rejecter

A passive rejecter does not engage with the category under observation in any way but walks straight past without looking. They are approached for an interview once they completely passed the category. They are asked a series of quantitative questions and the interview lasts about 5-minutes.

This questionnaire answers 90-95% of all the questions that a typical client would have about why shoppers do not consider a category today and really gets to the bottom of the potential to convert non-purchase on any given day. The easy ability to compare the buyer, the browsing rejecter & the passive rejecter data means that similarities and differences can easily be spotted to give deep insight into why the category is passed over.

Scheduling

In order for your business to make fairly major decisions about the insight it is reviewing, it needs to be sure that changes & differences in the data are not simply schedule design errors. At Shopperpedia we have a proprietary scheduling tool that plans out category research across time of day, week, weekend, store reach, demographics & regions to ensure that if you see a differentiator or change in the data, you can be confident that it is a real change and not simply because we conducted research in a different time slot or region. Schedule adherence is a key KPI for our field team members.

Technology

Data collection

All our field researchers are equipped with tablets or smart phones when in store. Observations & interviews are recorded in real time on our proprietory questionnaires to ensure minimal input errors and interviewee memory lapse time. Once an interview is over the data can be instantly uploaded to our global servers. At the end of each month we process the months' data and import it into our online software...

Data delivery

Data delivery

All of our data is packaged up into a single easy to use Business Intelligence portal accessible via our website. This delivers our clients the following benefits;

  • Instant access to all major FMCG categories from your desktop.
  • An intuitive and very easy to use interface - no keyboard required, just a few clicks of the mouse will give you surprisingly in-depth insight.
  • The ability to benchmark your category against all other categories so you know where you sit in the league table.
  • The ability to filter down your data set by virtually any field, e.g. just data for certain retailers for certain times of day or day of week.
  • Trend your category performance over time - even down to segment level.
  • Use our dashboards, KPI's and charts in your own presentations.

We have developed a suite of shopper behaviour KPI's that can be trended over time to allow clients to see their categories' progress & measure the success of their in-store programmes. By breaking down the shopping areas into clearly defined modules (conversion, shelf enablement, shopper rejection, activations, store choice etc) specific areas of interest can then be easily drilled into...

 shopper behaviour KPI's

Once your module of interest (e.g. shelf enablement) has been identified, getting important insight is quickly and easily achieved...

Cros tab browsing example

Why not check out our product demonstation for more detail?

Client Service

Despite our software being intuitive and easy to use we have an experienced client service team to help with your training. However the software portal is only part of the delivery. Our clients are all allocated a single client service manager to ensure consistent delivery. Their first priority is to identify your "burning questions" - what is it your business needs from our shopper research? We then work with you on individual SMART plans with key stakeholders, deliverables and sign off dates. Our aim is that we can clearly demonstrate measurable ROI to your business based on shopper behaviour and attitudinal insight rather than just providing you with reams of data. Please contact us to find out how Shopperpedia can benefit your business.