Consumers don't look at and respond to brands in the same way as marketers. They seldom openly articulate a brand’s importance in their daily lives. But if you ask them in the right way about their thoughts, feelings and associations with the products they buy, the response can be surprising.
Research confirms what marketers have always suspected–most consumers shop on auto-pilot—and breaking through the clutter of habitual pathways is a never-ending challenge. Store observation is key to shopper research, as ‘what shoppers say’ is not always ‘what shoppers do’. In-store decisions are largely physiological: shoppers honestly don’t know how and why they made decisions, rather, it is driven by what they see in their trips down the aisle.
Nielsen’s extensive experience in qualitative research will help you deliver critical consumer insights to set you on the path to brand success. Our techniques will uncover why individual consumers shop as they do across a whole range of occasions and provide you with a richer understanding of shopper behaviour and category dynamics in-store.
Our qualitative professionals are drawn from a wide range of backgrounds–some with marketing and advertising experience, others from specialties such as psychology and linguistics—but all with a diverse range of skills and perspectives.
Using our cognitive shopper interviewing techniques we can reveal why shoppers do the things they do and help you:
Armed with this information, you can answer the following business issues to help with your category planning: