Many companies are creating customer journey maps to get a better idea about the various stages, steps and decisions customers make along their journey. But a surprising few capture and integrate in-store qualitative research into their journey maps. Why not capture, analyze and integrate the insights from one of the most important shopping aspects – the trip to and through the store. The value of in-store insight can quickly, easily and affordably be accomplished – and provides information and insight few other methods can capture – that impact and drive important decisions.
Highlights of In-store qualitative researchs
- Shopper Intercepts and Shop-alongs can capture feelings, preferences, decisions and rationale “at the moment they are making the decision”, more timely than online surveys, especially for products with an infrequent purchase cycle
- In-store qualitative research can capture pictures, videos and other imagery critical to the shopping decision and factor in merchandising layout, stock-outs, competing offers/promotions, pricing, product quality and the in-home need that drives product and brand selection.
A major CPG company found that when they captured this information, they learned that:
- Competitive packaging was driving a lower product quality perception of the products, despite the fact that On-shelf merchandising was “relatively on-brand” with few stock-outs
- 70% of shoppers were switching their brand pre-determination inside the store
- Brand and Retailer merchandising were much less important than previously imagined and that price was an important, but secondary factor in the shopper decision
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