Case Study
Accelerating CPG Shopper Insights Across Diverse Audiences
overview
Agile Shopper Insights for CPG Growth
A leading CPG organization sought a future-forward agile research system to generate actionable insights across retailers, categories, and diverse shopper segments, with emphasis on Asian American and Hispanic/Latino audiences alongside primary shoppers nationwide. The objective was to develop a research solution that provided a flexible, on-demand ecosystem integrating quantitative and qualitative tools for rapid, iterative decision-making across innovation, communications, and retail strategy.
THE PROBLEM
Replacing Legacy Panels with Scalable Shopper Research
The shopper insights team needed to transition from a static panel to a scalable solution capable of consistent, fast-turn feedback across varying incidence categories and subgroups such as retailer, generation, and ethnicity. The challenge included ensuring dependable sample sizes, agility for lower-incidence audiences, and robust coverage of shopper journeys, eCommerce behaviors, shelf/planogram optimization, and concept testing while maintaining cost efficiency.
OUR APPROACH
Agile Quant + Qual with Targeted Audiences
A tailored Agile Research System was established with standardized yet customizable screening, paired with a dedicated sample partner to ensure fresh samples per project and dependable incidence for targeted audiences, including Asian American and Hispanic/Latino shoppers. The system provided access to a full suite of methods—surveys, online/mobile qual, IHUTs, virtual shelf sets, eye tracking, advanced analytics, and passive digital metering—supported by templates for request intake, interviewing materials, and reporting to ensure speed, consistency, and actionability.
The result
Faster Decisions and Inclusive Shopper Coverage
The agile system delivered faster cycle times, reliable sample confidence, and no maintenance fees, shifting budget toward research execution and enabling more initiatives per year across retailers and categories. With a variety of research types and service levels, the organization realized a scalable portfolio that supports everything from rapid pulses to in-depth concept tests and in-aisle optimizations, improving the team’s ability to inform internal strategies across a variety of retailers, categories, and target audiences.
proven experience
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