Retail market research expertise
Brandspeak specialises in shopper and retail market research that enables retailers and brands to maximise sales and satisfaction throughout the shopper journey.
We do this by identifying what the consumer expects or needs at different points along the shopper journey, versus the shopper experience that is actually proposed – or being delivered.
Our approach enables us to identify and prioritise the shopper experience gaps and what needs to be done to address them.
To-date, we’ve conducted hundreds of shopper research projects for B2C and B2B retail clients operating in both bricks and mortar and online environments. Sectors including:
- OTC pharma
- Online marketplace
- High street Fashion and clothing
- Paint and DIY
- Cosmetics and fragrances
- Financial services.
Typical projects include;
- Target shopper demographics identification
- System 1 and 2 shopper needs and behaviour identification
- Promotional concept optimisation
- Retail concept optimisation and journey mapping
- Online shopping experience optimisation
- New brand proposition and positioning definition
- POS / merchandising optimisation
- Retail purchase driver and barrier analysis
- Online customer support / fulfilment analysis
Our retail market research approach
We know that context is key and that just focussing on the shopper experience often only tells part of the story.
That’s why we may recommend that we start by undertaking deskwork or quant, to understand your target audience’s demographic and shopper profile. We’ll also review any satisfaction and behavioural data that may be available.
Qualitative research and ethnographic research
Next, we may recommend some in-home qual or ethnography, to learn more about the way advertising, promotional material, products and brands are actually being consumed by the target consumer at home. This tells us a lot about their needs and expectations. We’ll watch, listen and ask questions and if we’re allowed we may even delve in to a cupboard to two.
Then we’ll focus on the shopping mission itself; we’ll either conduct accompanied or unaccompanied shopping missions (or surfs). We may even recommend focus groups, if we are able to bring the shopping journey to life using appropriate stimulus material.
Context is key at this stage too, so if we are evaluating a small part of the overall store experience, we’ll make sure we understand what is happening before and after too. And if we are helping to optimise the appeal, and likely impact of a new brand launch or a proposed promotion, we’ll make sure we review it in the context of its competitors.
Neuro and eye-tracking
We may also employ neuro-marketing techniques such as eye-tracking to understand on-shelf or on-pack visibility; what the eye is drawn to and what it misses altogether.
And because we know that the shopper is likely to be mainly in System 1 or System 2 mode, depending on the nature of what they are purchasing, we’ll ensure that our research approach takes account of the shopper’s conscious and sub-conscious mindset at each point along the path to purchase.
If required, we’ll then undertake quantitative research to prioritise and benchmark our findings and recommendations, so you know what to tackle in which order.
Retail experience components
Our focus and feedback may relate to any or all of the following;
- Retail advertising
- Customer communications and loyalty schemes
- The physical, retail environment and layout
- Merchandising and shelf display
- Point of sale
- Customer service / support
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.