店內購物者洞察 — 市場研究案例研究

對零售購物者洞察的需求

該客戶是一家大型電腦公司，對用於創建改進的銷售系統和評估新開發的銷售系統的平台感興趣。 SIS 在美國（羅徹斯特、芝加哥、佩塔盧馬）、巴西、印度和波蘭進行了全球店內產品測試研究。該公司需要利用這些調查結果發起全球市場進入和擴張活動。

SIS 解決方案

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.

影響

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.