Shopper Insights

Shopper Insights

The core idea is to uncover why, how, when, where and the process by which consumers make their purchasing decisions. This understanding applies across all retail channels, including physical stores, online platforms (websites and apps), and omnichannel experiences that blend these approaches.


Why Shopper Insights?

  • Improve Marketing Strategy. Understanding shopper motivations, perceptions, and behaviors leads to better marketing strategies.
  • Upgrade Packaging and Merchandising. How can the packaging and point-of-purchase displays be improved?
  • Optimize Display and Store Location. Intelligence on where shoppers “expect to find” your product in the store or via online search provides guidance for merchandising and category management.
  • Elevate Customer Experience. Understanding shopper needs and behaviors allows you to improve the customer experience.
  • Gain a Competitive Edge. Understanding shoppers and their needs gives manufacturers and their brands an edge over competitors.
Shopper Research

What is Shopper Insights?

What is Shopper Insights

Shopper Insights refers to learning from qualitative research, ethnography, and survey-based research to gain an in-depth understanding of consumer motivations, behaviors, patterns, and purchases throughout the shopping journey for a specific product category and brands, or a category and brand of services.

The research searches for influences, sources of information, and the credibility attributed to different sources of information. The goal is to understand every little detail of the purchase journey, to develop a deeper understanding of the consumer’s behavior and the variables that drive that behavior.


Impact on Shoppers

As each shopper is impacted by many forms and types of media, including websites and apps, there are also numerous avenues for intelligence gathering about shoppers. Each platform or input can be influenced by others. Therefore many Shopper Insights consulting engagements are multi-phased and utilize intelligence from multiple sources. They may include Shop-Alongs in store and online, followed by survey-based research, and are often combined with other sources of information about shoppers such as:

Behavioral Data
Sales Data
Social Media Data
Customer Service Data
Demographic Data
Traffic Flow Data

Multi-phased research and multiple sources of intelligence help build confidence in the final results and recommendations, as multiple phases and data sources can inform the next phases of questioning and analytics. Combined they provide cross-checking and confirmation of the results, conclusions, and recommendations.


More than Just Retail and CPG

Shopper Insights are applied not only to shopping at grocery, drug, and other types of retailers, but also to shopping at banks, insurance companies, car dealers, hospitals, and dentists.

Shopper Insights can be applied to the purchase of almost any product or service, whether it be B2C (business-to-consumer) or B2B (business to business).

Shopper Insights for Services

Shopper Research Services

Decision Analyst offers services at every stage of the consumer's decision-making process:


Shopper Insights Team

Bonnie Janzen

Bonnie Janzen

President

Email Bonnie

Felicia Rogers

Felicia Rogers

Corporate Executive Vice President

Email Felicia

Clay Dethloff

Clay Dethloff

SVP, Qualitative Research & Innovation

Email Clay

Gretchen Riskind

Gretchen Riskind

Qualitative Consultant

Heather Hardiman

Heather Hardiman

Qualitative Consultant


Why Decision Analyst?

Decision Analyst is a leading global marketing research and analytical consulting firm with over 45 years of experience in Shopper Insights and Customer Experience Optimization. Our staff has helped hundreds of companies improve the shopping experience and the customer experience.

Shopper Insights is one variable in a complex set of variables that impact a brand. These variables include branding, positioning, merchandising, product, packaging, pricing, advertising and promotion.

If you have questions you would like to discuss, or if you would like a proposal, please fill out the Contact Us form, or your can contact: Bonnie Janzen, President, bjanzen@decisionanalyst.com, or Felicia Rogers, Executive Vice President, frogers@decisionanalyst.com, or call 817-640-6166.

How can we help you


Accreditation

Quirks Top Shopper Insights Company
Quirks Top Market Qualitative Research Company
Quirks Top Qualitative Research Company

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