Twitter Hashtag #QUAL360

November 20-21, 2013 | Singapore

Platinum Sponsor

Association Partners

Media Sponsors

Winning With Shoppers via Qualitative Research

Consumers Bombarded With Choices

Standing Out in the Store is More Important Than Ever

Shifting Research Paradigm

+ Shift From

Research = Product + Media to Research = Product +

Media + Store

Shopper Qualitative Research

What does your shopper

think about your brand?

How does shopping fit in

her daily life?

How does she actually behave

when shopping?

Case 1: e-Studyante Program

Research Insight: Shoppers think of P&G brands as beneficial to their

households and broader community

Possible Applications

1. Look for portfolio play across brands – What is common in the way your shoppers

perceive them?

2. Leverage corporate heritage and scale – How can you partner with retailers to bring your

vision to life in a meaningful way?

3. Assess evolving consideration set factors – Is there a new vector that is causing your brand to

lag behind (i.e. Social responsibility)?

Case 2: Wholesale Path to Purchase

Research Insight: What

shoppers do before and after the trip affects

their in-store

behavior

Home/

Store

Mid

Journey

Transit

Checkout Early

Journey

Transit

Possible Applications

1. Identify behaviors that you can anchor on – What “rituals” does your shopper do before

leaving the house?

2. Bring your brand to the forefront of the store – How can your product category be top-of-mind

when the shopper enters the store?

3. Strengthen brand equity after purchase – Is there a way to remind the shopper of your

brand after she has left the store?

Case 3: Baby Solution Centers

Research Insight: Baby needs is the primary consideration for the “Pareto

shopper” of the retailer

Possible Applications

1. Challenge assumptions on store behavior

– When was the last time you literally walked with your shopper?

2. Enable win-win solutions with retailers

– How can you grow category sales for retailers while growing your brand’s sales?

3. Do not be afraid to create disruptive solutions

– What can you change in the store environment to make her feel better about the experience?

Closing Thoughts

Winning with the Shopper is the Last and Most Important Step of Winning in the Market

Understanding Human Behavior (not just Consumer Behavior) Increases Your Chances of Winning

Walking in the Shoes of Your Shopper Unlocks Winning Insights

Platinum Sponsor

Association Partners

Media Sponsors

Twitter Hashtag #QUAL360

November 20-21, 2013 | Singapore