Wgląd w zachowania klientów w sklepie — studium przypadku badania rynku

Potrzeba wglądu w zachowania klientów detalicznych

Klient, duża firma komputerowa, był zainteresowany platformą do tworzenia ulepszonego systemu merchandisingowego i oceny nowo opracowanego systemu merchandisingowego. SIS przeprowadziło globalne badanie testowania produktów w sklepach w USA (Rochester, Chicago, Petaluma), Brazylii, Indiach i Polsce. Firma musiała wykorzystać wyniki, aby uruchomić globalną kampanię wejścia na rynek i ekspansji.

Rozwiązanie SIS

SIS developed a two-phase study conducting 600 completed interviews per country for each research phase. At each of the store outlets professionally trained in-store interviewers were positioned in each section of the targeted product category. Shoppers who stopped at and shopped for the targeted category were observed and their behaviors were documented. After shoppers completed their time in the section researchers intercepted them, screening them for qualifying criteria and soliciting their participation in a survey.

Wpływ

With observational, behavioral, and product data and insight, the client gained an understanding of the PC/Tablet shopper experience in multi-vendor big box stores and other stores (shoppers will include PC/tablet purchasers and non-purchasers who were considering a PC/tablet purchase within the next 6 months).

The client also gained specific insights as to what point of sale materials and messaging influences purchase/consideration in-store for the manufacturer and its competitors. Other findings emerged on how shopper behavior varied by region to identify any regional specific needs that should be taken into consideration in the future, and insight into competitive threats/substitutes.

Focus groups and an online survey were conducted following the in-store interviews for depth of information. In addition to achieving the study objectives, other insights emerged with regard to shelf placement, POS insights, competitive analysis, pictures, observational insight, and others. The client used these insights to guide global market positioning and strategy, particularly in emerging markets.