Question 1

What are shopper insights?

Accepted Answer

Shopper insights are a form of insight into the action and decision making of people considering or buying products or services.

Question 2

How should you be thinking about the shopper?

Accepted Answer

Shopper decision tree which is the thought process when buying a product, navigation – how easily shoppers can find your product and shopper mindset - how you can more effectively tailor solutions for your shopper.

Question 3

Shopper insight vs. consumer insight. What's the difference?

Accepted Answer

The shopper may not be the consumer. For example, a mother may make deodorant purchases for her teenage son. What drives the mother’s purchasing process as a shopper, like efficacy or value, may be different to what drives the son’s usage expectations as a consumer.

Question 4

Who uses shopper marketing insights?

Accepted Answer

Not just CPG's anymore. Retailers are also able to use this technique but for their own purpose – to increase total spend, as well as improve the profitability of basket mix.

Question 5

What are the 3 main elements of shopper insights?

Accepted Answer

The 3 main elements of shopper insights are Stopping Power (Reach), Shopability (Involvement & Ease) and Activation (Closing Power).