Trade Marketing

We created special research techniques that help you run successful strategies for category and brand development in distribution channels.

Shopper Decision Tree

Optimizing your Category shelf layouts.

Defines how categories should be arranged so that consumers find them easy to shop, identifies which aspects of the product are most relevant at point of sale, and uncovers whether or not you are price promoting or discounting unnecessarily.

POV: Win at Point of Sale

For all questions please contact Alexandra Martynova.

Shopper Adjacencies

Positioning your Category in store.

Integrated Qual and Quant research approach to deliver insights into what to do in store.

How to arrange categories in store in order to maximize cross-category buying.
Uncovering the underlying logic of how shoppers would ideally shop.
What are the principles that can help generate more sales?

For all questions please contact Alexandra Martynova.

Shopper Commstore

Testing & optimizing your current in-store stimulus.

Research solution that:

Tells you which in-store stimulus work best:

Generate stand out and gets noticed
Communicate the right messages for shoppers
Enhance sales

Allows you to pre-test stimulus materials before production costs
Provides evidence to sell proposal into Retailers
Eliminates risk of ineffective stimulus executions in store

For all questions please contact Alexandra Martynova.

Promo Evolution

Pre-testing & optimizing your brand in-store promotional strategy & plans.

Promo Evolution optimizes your promotions at point-of-sale by understanding the level of demand for different promotional mechanics and the impact on share of market.

Understanding how attractive alternative promotions are to category buyers and how relatively powerful they are in terms of driving switching behaviour
Unlike alternative methodologies that look at historic sales data, this method allows for options which have not been previously 'in market' to be evaluated
In the end you get the Interactive Simulator spreadsheet model to test various scenarios of in-store promotional activity in competitive environment

For all questions please contact Alexandra Martynova.

Shopper Spotlight

Shopper Understanding overview in emerging markets.

A research solution to understand basic shopper insights for a category in an emerging market, using a standard, harmonized approach to minimize cost.
This consistent approach provides information for both global management and local trade & brand teams.
A combination of observation, qualitative and quantitative research and modeling.
A workshop to translate the findings into local actions.

For all questions please contact Alexandra Martynova.

Activation Workshop & Shopper Sudoku

Translation of research findings into actionable Retail driven strategy.

Workshops are an integral part of the process of turning shopper data into actionable outcomes
The Sudoku framework is to ensure that we focus on the key aspects which meet the needs of both retailers and manufacturers
The combination of a kick off workshop to discuss what is needed with a final workshop to work out the actions to be taken is crucial to get really good shopper insights that get the "buy in" of all concerned

For all questions please contact Alexandra Martynova.

Brand Perceptor for Retailers

Understanding drivers of retailer equity and optimizing retailer positioning.

Research solution that:

Reveals the key drivers of retailer equity and how do they translate into shopper preferences
Describes how well channels or retailers or brands perform vs shopper criteria
Allows retailer to understand where need to focus efforts to maximise return

For all questions please contact Alexandra Martynova.

Shopper Connects

A method of studying shopper behavior. A series of accompanied visits to the points of sales, combining observation, real time reaction & comments near the shelf and in-depth interview.

The method allows studying the real purchase behavior in detail instead of the pronounced behavior; obtaining the motives for choosing goods and points of sales; and to determine the influence of incentive materials at the points of sales.

Optional: during the shopping process the respondent wears glasses, which records field of vision and all products that have been looked at.

For all questions please contact Sergey Cheikhetov.

Shopper Vox Pops

Short, spontaneously recruited interviews conducted at points of purchase, at shelf, at stores' exit. During the interview we discuss 2 to 3 issues accenting on momentary impressions and the newly made respondents' experience.

` The method allows obtaining a wide and neutral understanding of shopping processes, purchasing, motives for choosing products and the mechanisms of preference formation near the shelf.

The method is expedient on all stages - after introduction of a new product or for a general shopper understanding.

For all questions please contact Sergey Cheikhetov.

Shopper Comm*Store Quali

Evaluation and optimization of POS material package. Can be conducted both in POS and in studio.

Recommended for making choice within many possible alternatives. Helps to check which key messages are being communicated and which specific option is more effective in driving sales.

For all questions please contact Sergey Cheikhetov.

Pack Evolution

Evaluates alternative package designs using virtual shelves and the latest eye-tracking technology. Options include Pack Emoti*Vators to delve into emotional motivations and Pack Evaluator to provide direction for improvements.

Client Business Issues

How can I increase my brand's sales with a decrease in marketing budget?
How can I quickly and effectively get a measurement on various pack alternatives?
How can I increase my pack's visibility when the leading competitor is increasing its shelf presence each year?
What can I do to differentiate my brand on the shelf when there are so many brands in the category?

White Paper: Identifying the Variables that Drive Shelf Standout

For all questions please contact Nick Coates.

Price Evolution

Assesses the value of your product within a competitive context so you can optimize your price.

Client Business Issues

What is the level of demand for each brand/product at different prices?
What happens to each brand's share of choice if another product changes its price?
Do consumers choose premium or economy products?
What are the optimum prices of a range of products (covering multiple SKUs, pack sizes, formats, brands)?
Which prices maximize revenue for the total portfolio?
What is the consequence for a brand's share of choice if the line increases or decreases in number?
How much will the consumer pay for different features?

Best Practices: Choosing the Best Pricing Techniques to Address Consumer Goods Pricing Challenges

For all questions please contact Nick Coates.

Line Evolution

Identifies which items to include in your line by considering consumer needs and usage occasions, retail space limitations, and stock outages.

Client Business Issues

How can I optimize my product line in terms of how many and which variants should be included in the line to maximize consumer reach and hits?
How can I increase the chance of a customer buying at least one item in the line, in addition to increasing multiple purchasing?
How can we minimize loss of our brand buyers if one or more of our variants are out-of-stock or not in distribution at a given store?
How can we build a product line that taps into differing consumer needs to extend usage, minimize cannibalization, and ensure that we offer complementary varieties and not just substitutable items?

POV: Facing Reality with New Line Optimization Techniques

For all questions please contact Nick Coates.