Spontaneous interviews with ‘natural’ shoppers for quick assessment of retail mix effectiveness.
Advantages
- Spontaneous recruiting allows for instant reactions, without pre-shopping rationalizations.
- Quick feedback to client for any fixes that require prompt attention.
- Understand store and shelf drivers and barriers.
Applications
- Ideal post any new in-store initiatives to understand effectiveness.
- New
- •Product | Packaging | POS | Fixtures | in-Store Media | Promotions
- New
- Highly effective to understand competitive advantages at shelf.
Process
- After initially observing shoppers at shelf, intercept shoppers to ask prepared questions.
- Short, 10-15 mins. interviews for quick read on reactions.
- Store permission is required for any audio /visual recording, photo taking.