Shopper Motivation Foresight™
Only Kraft provides the insights that help retailers keep pace with customer purchasing behavior, attitudes, and motivations. Through Shopper Motivation Foresight™ you can get a better understanding of local-level issues such as channel shifting, customer loyalty/satisfaction and category management tactics from a consumer perspective.
Shopper Motivation Foresight™ utilizes a variety of custom research tools, including:
- Traditional Focus Groups & Ethnographies
- Recruits a mix of a retailer’s and competitor’s shoppers within particular trade areas
- Analyzes shoppers based on demographic and/or behavioral characteristics
- Large-Scale Quantitative Surveys via Internet and Phone
- Queries the shoppers of particular retailers with internet and phone questionnaires
- Kraft Proprietary On-line Shopper Community
- A private, invitation only on-line community comprised of 400 consumers (women responsible for food shopping) which is open 24 hours a day, 7 days a week, 365 days a year.
- Multicultural Research
- Customized multicultural research and analysis that leverages syndicated and primary research
- Most Valuable Shopper
- Provides an understanding of the purchase behavior of consumers who drive the most volume at the retailer
- Considers:
- What is driving MVC volume results: number of households, basket size, trips?
- Is the Retailer gaining or losing outlet share? From where are these gains/losses sourced?
- Across major food & beverage categories, where are the retailer’s strengths and opportunities?
- Trip Need States
- Identifies shopper insights and opportunities by channel based on need states
- Analyzes:
- What needs drive a consumer’s shopping trip for groceries
- Which categories are more or less likely purchased in different trip need states
- Reasons why consumers choose one channel over another for different shopping need states
- Which types of deals or promotional vehicles consumers take advantage of for various need states
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Shopper
Foresight™
