02 — Capability · BC-1360.10
Shopper Research
Ask and watch shoppers directly — surveys, panels, interviews and in-store observation — to learn what transaction data cannot say about motivation, satisfaction and unmet need.
- Consumer Research
- Shopper Panels
- In-Store Observation
In scope
- Survey design and shopper panels
- Qualitative research and shop-along studies
- In-store observation and path-to-purchase studies
- Concept and product testing with shoppers
Out of scope
- Brand tracking and advertising effectiveness (see BC-420)
Decomposes into · 4
- BC-1360.10.10Survey & Panel ResearchRun surveys and maintain shopper panels that answer specific questions about preference, price perception and intent.
- BC-1360.10.20Qualitative Shopper StudiesInterview, observe and shop alongside customers to learn the reasons behind the numbers.
- BC-1360.10.30In-Store Behavior ObservationMeasure how shoppers move, dwell and decide in the store, from traffic counts to shelf-level eye time.
- BC-1360.10.40Concept & Product TestingTest new products, packaging, pricing and store ideas with shoppers before the business commits to them.