Carrying out a shopper mission study provides insight into the underlying motives and motivations of making a purchase. For every category, there are missions that transcend the category. Therefore, it is important to know the missions and to be able to relate them to each category.
A shopper mission study assumes the need states of consumers and how this is translated into making a purchase. What is important to realise here is that consumers seldom visit a purchasing channel for just one category. Understanding the underlying motives is therefore important and can help to justify channel choices.
A shopper mission study makes use of our “Mass Qual” approach, which enriches each mission with stories that help to fully optimize category management.