Shopper research
When conducting shopper research, we particularly want to gain insight into the underlying drivers and motivations when making a purchase. For each category, there are missions that go beyond the category. It is therefore important to know the missions and to be able to relate them to each category. Two elements are important:
- In shopper research, we start with the need states of consumers and how this is translated into making purchases. It is important to realise that consumers rarely visit a purchasing channel for just one category. Understanding the underlying drivers is therefore important and can help to substantiate the channel choices.
- To optimise all touchpoints, it is important to properly understand how the process goes from the latent need to the actual use. The Customer Journey’s basic principle is that there is not one journey, but that it can be different per person. The basis for every purchase is a “trigger”. That is why every consumer journey research starts with mapping out all relevant triggers.
Shopper approach
By using storytelling, we don’t make the mistake of pushing people into a forced process, but really help understand the process. Only after people have shared their own stories, we can better understand and map out the different phases and their importance.
In addition to strategic studies which map out the behaviour of shoppers, DVJ has also developed various studies to optimise the material used at the time of purchase.
