In a highly competitive retail market place Brandspeak’s research toolkit enables you to identify the consumer’s System 1 and System 2 decision-making criteria to ensure it is your brand that is selected ahead of the competition.
With low cost, fast-moving consumer goods (FMCG) consumers typically use system 1, intuitive decision making to make purchasing decisions. Whereas, with high cost, low volume, consumer durables there is always a more rational, system 2 type, evaluation also involved.
FMCG Retail Research
When it comes to everyday, lower value FMCG goods, 60% of consumers who intend to make a purchase won’t have decided which brand to buy by the time they arrive in the aisle or at the fixture.
That’s why it’s important for the brand owner and the retailer to not only understand the basis on which the 40% have already made their brand selection, but also the process by which the remaining 60% will decide which brand to buy.
Depending on the nature of your brand and retail environment we’ll identify the right research techniques to enable you to understand how your target market uses System 1 thinking to make purchase decisions when in-store.
That includes tools such as eye-tracking to help us understand how decision-making is affected by issues such as:
- Location in-store
- Shelf layout
- Signage / Information
Consumer Durables retail research
With more expensive, one-off purchases (e.g. cars or TVs), consumers will typically combine System 1 decision-making with more rational, System 2 evaluation.
To understand the impact of both System 1 and System 2 thinking on the decision-making process Brandspeak uses a range of qualitative, quantitative, ethnographic and neuromarketing research approaches.
Types of retail research project we do
Brandspeak’s expertise in retail market research includes:
- Retail brand proposition and positioning definition
- Proposed retail layout assessment and refinement
- Retail customer journey mapping
- POS / merchandising assessment and optimisation
- Retail purchase driver and barrier analysis
- Retail shopper experience optimisation
- Retail customer support / fulfilment analysis
Our team has worked with retail in a whole host of industry sectors, including:
- Financial services
- Petrol / Roadside
MAXIMISE YOUR BRANDS PERFORMANCE
Our research toolkit is comprehensive! It contains all the latest tools and techniques, as well as lots of old
favourites. Whatever your project, we have the research solutions to provide the answers you need.