Case Study

Illuminator Shopper Panel Guides Category Strategies

Overview
The Problem
Our Approach
The Result

overview

A CPG brand was interested in improving overall category performance at a particular retailer to elevate their own brands’ performance while also helping the retailer gain additional share within the category. Our client knew from market analysis that the overall category performance at the retailer lagged other retailers, but they lacked data that described why performance lagged.

C+R proposed an Attitude & Usage (A&U) study to help the client understand why performance was lagging and what they could do to accelerate growth.

THE PROBLEM

Getting to the Bottom of Lagging Performance

Our client, a CPG brand, was in the early stages of crafting a business plan. As part of the planning process, they needed to understand category purchase influences and barriers at a particular retailer. Further, the brand needed to know what factors were driving category purchases at other retailers. The company was also eager to include specific consumer opinions as part of the category review.

OUR APPROACH

Illuminating Methods

To help both brand and retailer see gains in this category, C+R conducted a quantitative A&U study utilizing C+R’s Illuminator Solutions to dive into motivations and barriers to purchase.

At the heart of Illuminator Solutions is C+R’s Illuminator Shopper Panel powered by Prodege, a consumer engagement platform with millions of verified members with proven spending histories. The panel allowed our team to target verified category purchasers, including:

  • Shoppers who currently purchase the category at the retailer
  • Shoppers who purchase groceries at the retailer, but currently purchase the category elsewhere

Lastly, to allow the client to hear directly from consumers (in their own words), a qualitative component was added to the survey.

The result

Uncovering Key Purchase Drivers and Barriers

The A&U survey uncovered key purchase drivers and barriers; these insights informed development of a new category strategy and also allowed our client to start a conversation about lagging performance with its retail partner.

proven experience

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It was always a pleasure working with the team at C+R. I really appreciated your expertise and true partnership on every project.

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The report goes beyond answering the questions; it shows deep understanding of the needs of the client while ensuring the integrity of the design.  Thank you!

Thanks for one of the best reports I’ve received…. The quality of insights + deck writing > my expectations. The quality of voiceover/share out and process throughout has been my best experience to date.  C+R shows up as a team-always on time, supportive of one another, and provides quality insights vs basic stuff.

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I’m really proud of this team and so appreciate the partnership we’ve created. You’ve both done a fantastic job helping us start off this journey and I look forward to continuing to build our learning with you all!