In-Store Shopper Insights — Market Research Case Study

The Need for Retail Shopper Insights

The client, a major computer company, was interested in a platform for creating an improved merchandising system and evaluating the newly developed merchandising system. SIS conducted a global in-store product testing study in the US (Rochester, Chicago, Petaluma) Brazil, India and Poland.  The company needed to use the findings to launch a global market entry and expansion campaign.

The SIS Solution

SIS developed a two phase study conducting 600 completed interviews per country for each research phase. At each of the store outlets professionally trained in-store interviewers were positioned in each section of the targeted product category. Shoppers who stopped at and shopped for the targeted category were observed and their behaviors were documented. After shoppers completed their time in the section researchers intercepted them, screening them for qualifying criteria and soliciting their participation in a survey.

The Impact

With observational, behavioral and product data and insight, the client gained an understanding of the PC/Tablet shopper experience in multi-vendor big box stores and other stores (shoppers will include PC/tablet purchasers and non-purchasers who were considering a PC/tablet purchase within the next 6 months).

The client also gained specific insights as to what point of sale materials and messaging influences purchase/consideration in-store for the manufacturer and its competitors. Other findings emerged on how shopper behavior varied by region to identify any regional specific needs that should be taken into consideration in the future and insight into competitive threats/substitutes.

Focus groups and an online survey were conducted following the in-store interviews for depth of information. In addition to achieving the study objectives, other insights emerged with regard to shelf placement, POS insights, competitive analysis, pictures, observational insight and others. The client used these insights to guide global market positioning and strategy, particularly in emerging markets.