Methodologies
Behavioural
Behavioural
Behavioural
Studying behaviour allows us to see what shoppers actually do in a shopping environment, rather than what they claim to do. Observed behaviour is completely objective and gives us a true reality of what is happening in-store
Behavioural techniques include: Video based filmed observations and in-person observations
Immersive
Behavioural
Behavioural
Context is everything when it comes to shopper research. Sights, sounds, smells and how we are feeling at the time all impact on what and how we buy. Replicating buying context as closely as possible is crucial to get true and powerful shopper insights
Immersive techniques include: Virtual reality, hall and shelf tests, and shopalong activities
Implicit
Behavioural
Implicit
As the majority of our decisions are made in the sub-conscious, shoppers can’t accurately articulate what drives their behaviour. Implicit research techniques help us to measure the underlying responses that we are not often fully conscious of
Implicit techniques include: Eye tracking, implicit reaction tests and more advanced neuroscience methodologies
Indirect
Indirect
Implicit
Questioning shoppers is often valuable and practical, as long as questions are asked in the right way. Using indirect and affirmation questioning allows us to get beyond the direct rational response, ensuring we get realistic and useful answers
Indirect techniques include: Quantitative statistical methodologies and qualitative skills such as regressive storytelling and projective techniques
Direct
Indirect
Direct
System 1 and 2 don’t work in isolation, so it is still important to gauge some system 2 responses to our shopper activity. Direct questions are also necessary for generating background information around demographics and mission where we don’t have panel data
Direct techniques include: In-person surveys, online / mobile surveys and focus groups