Six big wakeup calls in 2009 are doing the marketing research profession a favor; refocusing us on what it will take to conduct trustworthy research, find unexpected feedback, provide anticipatory insights, measure media in a way that people now choose to experience it, and properly rebalance our understanding of how people choose brands by placing more emphasis on understanding the shopper.
Aug
13
Shopper “path to purchase”: a new approach to media planning?
In: advertising, media, retail, shopper insights, shopper marketing
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Understanding “Path to Purchase” will change marketing and media priorities. In most cases, it is likely to increase the budget for search, comparison shopping, and particularly in-store shopper marketing vs. using a media habits approach because those places don’t have a big share of media time but they are where the “lean-forward” action is.
Jul
21
For consumer insights teams, shopper insights research feels foreign; it requires a different set of approaches and a totally different mindset. Shopping is about action more than preferences. It’s about the shopping trip rather than a single product category. Yet, shopper insights are critical for making shopper marketing work for your brand, enhancing your relationships [...]