店内购物者洞察 - 市场研究案例分析

对零售购物者洞察的需求

客户是一家大型计算机公司，对创建改进的销售系统和评估新开发的销售系统的平台很感兴趣。SIS 在美国（罗切斯特、芝加哥、佩塔卢马）、巴西、印度和波兰进行了一项全球店内产品测试研究。该公司需要利用研究结果开展全球市场进入和扩张活动。

SIS 解决方案

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.

影响

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.