Case Study

Turning to an Omnishopper Community to Stay Ahead of the Curve


Seeking a better way to stay abreast of online trends, a consumer-packaged goods company (CPG) in the household and personal care categories came to C+R. They wanted a system for providing teams with continuous access to insights that could inform key decisions and help build intuition across business needs and categories.

C+R Research developed an immersive and flexible rolling approach to gain insights across the company’s research needs.


Keeping a Pulse on Evolving Online Behaviors

A major CPG company needed an efficient way to access targeted insights fast, but also didn’t quite have a grasp on the specific – and potentially ever-changing – research initiatives that would surface in the coming year. The company sought C+R’s help with developing a thorough, flexible, agile, tailored, and efficient research approach.


A Hybrid Approach – the CommuniPanel

The C+R team created a CommuniPanel – a hybrid of our community and panel offerings – to suit the company’s varied research needs. We empaneled an array of consumer and shopper types to tackle the need for information across categories, brands, products, demographics, and retailers. 

Omnishoppers (those who shop CPG online) were the focus of the community. We played off their natural online behaviors and interests by designing a homepage for them to take part in research activities and generate their own content.

The panel furthered capabilities with a broader sample set for specific and large initiatives; thousands of consumers were ready to enable agile, cost-effective research as needs arose.

The CommuniPanel design provided the team with constant and ready access to shoppers and the ability to conduct a variety of research projects via a range of techniques, activities, and engagement methods. A few of the techniques we deployed included:

  • Quantitative surveys
  • Quick polls
  • Live chats
  • Mobile missions in-store
  • Screen capture missions online
  • Photo and video capture
  • Shopper-driven forums across relevant topics
  • Journaling
  • In-depth discussions
  • Eye-Tracking

The results built a foundation of knowledge around consumer sets, as well as stronger relationships with partnering retail companies – positioning our client as a thought leader in their categories.

The result

Strengthened Shopper Intuition and Retail Partnerships

The CPG company and the C+R analytic team explored shoppers’ experiences, behaviors, attitudes, and mindsets with an immersive, extended engagement research approach.

We provided the company with a plethora of learnings across a wide variety of topics, including:

  • Building understanding of, and empathy for, the next generation of primary household shoppers
  • Exploring and executing new shopper loyalty programs and distinct benefits
  • Understanding in-store and online shopping navigation across categories, products, and retailers
  • Delving into the varied experiences of converted and non-converted shoppers across categories, products, and specific retailers
  • Understanding expectant mothers and their shifting needs across nine prenatal months
  • Exploring the optimal website layout and navigation across categories, using eye-tracking and screen-recording technologies

As a result of the CommuniPanel, our client developed strong shopper intuition and retailer partnerships. Learnings were leveraged to further shopper conversion and satisfaction across retailers and improve overall revenue.

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