Shopper Insight Film: Part 1 - Market Research

A qualitative research technique whereby we film shoppers then ask them to review the footage and provide the voice over commentary. This example shows customers shopping in ASDA. http://www.ci-research.com

Category:

Education

Tags:

• Shoppers
• insights
• insight
• Asda
• FMCG
• retail
• supermarket
• Ci Research
• market
• research
• customers
• customer
• decision-making
• process
• observation

[CiResearch]

Great point, and absolutely this is a key consideration. A key objective of this technique (and benefit) is to eliminate the bias of the researcher during the shop as much as possible, to generate a more “real” shopping experience for analysis. This affords the ability to understand the “rational” in a less biased/influenced setting than traditional techniques, and then provides the adaptability to delve beyond this to ensure that the more specific objectives of the research can be addressed.

[Shopperinsight]

Whilst it looks nice it seems very rational. It shows on a number of occasions the disjoint between what people say and what they do, but doesn't seem to answer why? For example when people are talking about price, are they really referencing those price labels or are they using heuristics based on brand to establish the best value product? The answer to this would be far more significant in determining what needs to be done at fixture.