PepsiCo & Decision Analyst presented the results of endcap optimization research at the TMRE. The goal was to identify endcap displays that would maximize sales of PepsiCo's snack & beverage products.
Research can be a little bit like the game of hopscotch. You take the first hop, then the second (maybe the third at the same time), then the next, then the next, and so on.
Identifying the best methodology to uncover the most meaningful consumer insights at every step of the customer journey is vital. Customers know a great experience, an authentic brand, and exceptional products when they see them.
Following the keys to conducting shop-along interviews – knowing the logistics, being ready to adjust, setting the stage, and going with the flow – will help you gather the insights you need to make your shop-along a successful research endeavor.
Effective shopper journey research is more than understanding consumer behavior. It can inform marketing, improve merchandising, personalize engagement, even inform future product and service development, all to enhance the customer’s experience and increase their lifetime value.
What happens when a brand we love or grew up with makes a change that feels like a betrayal? At Decision Analyst, we often talk about the Customer-Brand Connection and the impact that both rational and emotional aspects have on that connection.
