C+R recently attended the Home Improvement Research Institute Conference in Oak Brook, IL. While attending this conference, we heard some things about the home improvement industry and the economy in general that got us thinking. This is one industry where consumers are also producers, and the evolving consumer journey must rise to this juxtaposition.
Through our partnership with InfoScout, C+R has access to real-time receipt data, which allows us to marry actual purchasing behavior (the what) with our custom research expertise (the why). In this webinar we will illustrate how we have evolved our research methods to better address the most challenging brand and shopper research questions through leveraging the power of InfoScout’s receipt data.
Between computers, tablets and mobile phones, brands now have the opportunity to reach shoppers no matter where they are and what they are doing. But how does this affect what individuals actually purchase and how they come to make that decision?
How does a company make progress toward navigating the volatility in the marketplace that has become the norm? It starts with a strong shopper insights foundation.
Recently, I noted a large study that concluded the United States was divided into three regions that could be characterized by different attitudinal and temperamental make-ups.
One of the biggest flashes of insight I had about the grocery was the realization that it could be just like the jewelry store.
I was walking through a grocery store with a woman as she shopped. We weren't even calling this a "shop-along" yet. She put something in her cart. I remember it being a jar of mustard. I looked at her, and she knew what I was thinking. "This is a little present for myself. No one else in the house really likes it." She paused for a moment. "I really like getting presents. You can't buy a new pair of earrings every day, after all."
There is a good deal of received wisdom about the grocery store design and how it can both engage the consumer and structure their progress through the store. The strategy of placing the more engaging areas, such as the deli and meat, around the perimeter of the store and the packaged items in the center of the store is well known. End-caps capture attention as well as the shelves at eye level.
