小売市場調査会社

注目のプロジェクト例:

• 米国におけるプレースマットおよびノベルティ家庭用品の市場潜在性に関する調査。調査には、市場規模、予測、価格帯、流通チャネル、およびこれらの商品に対する消費者の態度が含まれます。
• アウトドア/スポーツアパレルを製造している企業の競合他社のプロフィール。
• OTC 小売市場に関する月次競合情報レポート。調査は米国およびヨーロッパの小売店を対象としています。
• 家庭用植物および関連製品の市場潜在性を予測した調査。
• メキシコのマットレスの市場規模、潜在性、流通チャネル、価格設定、広告。
• ドイツで競争力のあるコーヒーメーカー製品を見つけるための現地調査。
• Conducted a market analysis of the 小売り market for Japanese coffee makers.
• ドールハウスに関する世界市場調査を実施
• フランスとドイツでのフレグランスの新製品テスト。
• Evaluation of the retail wine and beer market in Europe.
• 英国とドイツにおけるスーパーマーケットレベルでのオーガニック農産物の潜在的可能性の評価。
• ブラジルと中国の百貨店における化粧品市場の競合状況の追跡。調査にはブラジルの小売店の調査/監査が含まれます。
• 大手小売業者の競合プロファイル、市場戦略、ポジショニング、メーカーとの戦略的提携。
• Study on the buying practices of major retailers in the US.
• Conducted a qualitative [focus groups] study for the buying habits of consumers for retail drug stores in Hong Kong, Taiwan, Korea, and throughout the Pacific Rim. The study was followed by a quantitative assessment of the demand for retail drug store products in these Asian countries.
• ニューヨークで高級ファッション衣料品の購入者を対象に詳細な電話インタビューを実施しました。
• 米国小売業者の流通チャネル、サプライチェーン、業界の動向の分析
• 米国小売業者トップ 10 社の企業プロファイル – 戦略概要 – SWOT 分析
• 米国小売業界で成功するブランド管理手法
• スタテンアイランドモールでモールインターセプトを実施し、既存および潜在的な飲食店や小売店に対する消費者の態度を調査しました。
• LCD ディスプレイ画面に対する消費者の態度を調べるためにショッピングモールでのインターセプトを実施しました。
• 小売モールを巡回し、香りのテストを実施しました。
• 行動、態度、ショッピングの好みに関する情報を取得するためにフォーカス グループを実施しました。
• デジタルスチルカメラのセグメンテーション研究を実施しました。
• さまざまな国の小売業を分析した市場情報レポートをいくつか実施しました。
• 職場の購買マネージャーや店舗マネージャーと定量的な対面インタビューを実施
• オンラインショッピング調査を実施

What a Resume of Experience in Retail Industry Research Reveals About Vendor Quality

VP-level buyers evaluating retail intelligence partners read résumés differently than procurement teams do. They look for pattern depth, category range, and decisions actually shaped. A strong resume of experience in retail industry research is not a client logo wall. It is evidence of repeat engagements across category management optimization, shopper journey analytics, and assortment rationalization, executed in markets where the buyer plans to compete.

This guide explains what separates a credible retail research track record from a generic one, and how Fortune 500 leaders use that evidence to select partners for category entry, private label competitive threat analysis, and trade spend optimization.

How Leading Buyers Read a Resume of Experience in Retail Industry Research

The first signal is engagement type, not company name. A vendor with twenty brand tracker engagements has shallow exposure. A vendor with engagements spanning shelf space allocation, promotional lift measurement, and DTC channel economics has structural fluency.

The second signal is category specificity. Apparel buying behavior does not transfer to grocery. Mass merchant assortment logic does not transfer to specialty. Buyers should expect named work in their exact category, not adjacent ones.

The third signal is decision linkage. Strong résumés cite the decision the research informed: a market entry, a private label launch, a planogram reset, a banner repositioning. Weak résumés cite deliverables.

According to SIS International Research, retail engagements that produced board-level decisions shared three traits: the brief named a specific commercial outcome, fieldwork covered both shoppers and trade buyers, and the final readout included a competitive response scenario. Engagements missing any of the three were used as reference material rather than action triggers.

Category Coverage Signals Real Retail Research Experience

Retail is not one industry. It is a stack of subverticals with different economics, buying cycles, and shopper psychologies. A credible track record demonstrates depth across the subset relevant to the buyer.

Source: SIS International Research

A retail research firm that lists ten engagements all in one subvertical is a specialist. One that lists engagements across three or four with named brands and named decisions is a generalist with depth. Both are useful. Conflating them costs money.

Methodology Range Distinguishes Strategic Partners from Field Houses

Field houses execute. Strategic partners design. The difference shows up in how a vendor describes prior work.

A field house résumé reads: 400 intercepts, 12 focus groups, n=1,200 online survey. A strategic partner résumé reads: shopper journey mapping across three banners, B2B expert interviews with category managers at the top five accounts, ethnographic observation in pantry and cart, validated against syndicated panel data. The first describes inputs. The second describes intelligence architecture.

For Fortune 500 retail decisions, methodology range matters because single-method studies miss commercial reality. A private label competitive threat assessment built only on shopper surveys ignores the buyer side. One built only on trade interviews ignores velocity at shelf. The credible track record blends both.

Geographic Footprint Determines Whether Findings Travel

Retail behavior is local. A category leader in São Paulo can fail in Mexico City. A format that scales in Tier 1 China cities behaves differently in Tier 3. Buyers expanding internationally should weight geographic specificity heavily when evaluating a resume of experience in retail industry research.

The relevant test: has the firm conducted primary fieldwork, with its own teams, in the markets the buyer is entering? Subcontracted fieldwork in unfamiliar markets carries translation risk, sample quality risk, and interpretation risk. In-house regional teams reduce all three.

SIS International’s market entry assessments for apparel and consumer brands entering the US, India, China, and Southeast Asia have repeatedly shown that competitive trend interpretation fails when fieldwork is delegated without local senior oversight. Findings get translated literally and mis-positioned commercially. Engagements led by regional senior researchers consistently produced sharper assortment and pricing recommendations.

What a Strong Retail Research Track Record Includes

Across hundreds of retail engagements, the track records that hold up under VP scrutiny share a common structure. They name the brand, the decision, the methodology, and the geography. They cover both shopper and trade. They include category management optimization work, not only awareness tracking. They show repeat engagements with the same client, which is the strongest signal that the work moved decisions.

Buyers should request three references at the VP-Marketing or SVP-Category level, not at the insights manager level. Senior references confirm whether research shaped commercial choices. Junior references confirm only that fieldwork was delivered on time.

The SIS Retail Research Track Record

SIS International Research has executed retail and consumer engagements across more than 135 countries over four decades. The work spans apparel market entry, grocery category management optimization, mass merchant assortment rationalization, DTC channel economics, and private label competitive threat assessment. Methodologies include focus groups, ethnographic research, B2B expert interviews with category buyers, central location tests, shopper journey mapping, and competitive intelligence audits.

Representative engagement types include US fashion market entry evaluations for European apparel groups, organized retail growth assessments in India and China, and shopper behavior studies for global CPG manufacturers. Each engagement linked primary research to a named commercial decision: launch, expand, reposition, or exit.

Evaluating Vendors Beyond the Résumé

The résumé is the entry ticket. The selection decision rests on three additional tests.

First, brief response quality. A vendor that reframes the brief with sharper hypotheses understands retail. One that restates the brief in different words does not.

Second, senior team continuity. Ask who will run the engagement and confirm those names appear on prior work in the same category. Bait-and-switch staffing is the most common cause of post-kickoff disappointment.

Third, analytic point of view. Strong retail research firms hold opinions about category trajectories, channel shifts, and competitive moves. They defend those opinions with evidence. A vendor without a point of view is a data vendor, not a research partner.

A resume of experience in retail industry research, read carefully, predicts engagement quality with high accuracy. Read carelessly, it predicts nothing.

SISインターナショナルについて

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