Sharpen your Shop­per Re­search!

Point of Purchase - - TREND - Reena Me­hta

Moohlas are be­ing spent be­hind de­cod­ing shop­pers, Shop­per re­search has sure risen to sig­nif­i­cance but as we pump in the monies, we also fight the many haz­ards that threaten to eat up the money. Right from wastage and spillover dur­ing re­search, to the risk of end­ing up with un­yield­ing in­sights. Pro­vid­ing a so­lu­tion to this plight we have some Shop­per re­search ex­perts hail­ing from lead­ing re­search or­ga­ni­za­tions. Read to know the tac­tics for ef­fec­tive shop­per re­search.

it comes to win­ning shop­pers in this highly com­pet­i­tive sce­nario ac­tion­able insight is the key that en­sure ef­fec­tive re­turns. Com­pre­hend­ing the cru­cial role of the same, we quizzed lead­ing shop­per re­search ex­perts on three sim­ple turfs i.e. ways to en­sure ac­tion­able in­sights, tips to min­i­mize spillovers & wastage in re­search and fi­nally the tac­tics to iden­tify and re­duce the gap be­tween what shop­pers think they do and what they ac­tu­ally do. And what we got was some re­ally in­ter­est­ing ap­proaches and strate­gies to weave ef­fec­tive shop­per re­search.

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