Actionable shopper insights
Abstract
The balance of power in the retail world has shifted over the last couple of decades from the manufacturer to the retailer and is now moving towards the shopper. As a result both manufacturers and retailers stand to benefit by better understanding how people shop and what really impacts behavior at the shelf. The client brief for a shopper study can range from the broad ‘tell me how people shop the category’ to very specific issues such as the impact of a change in shelf layout or the effectiveness of a promotional offer. The former is like asking ‘how long is a piece of string’? Like all market research, shopper studies are about testing specific hypotheses and using what we learn to shape strategy for the category and our clients’ brands.As a result of the research which will be presented the client was able to address all the issues identified at the start of the project. As well as providing an analysis of what had happened (in terms of sales performance) there was a clear understanding of why the changes had impacted shoppers via the in store observations and interviews.
Neil Sangster
Associate Director, Client Service, FMCG Customised, Sydney
An Associate Director of ACNielsen’s Customised business, Neil Sangster has over 14 years’ experience in market research in the UK, Asia and Australia. During this time, Neil has managed large, complex quantitative projects, including global brand tracking studies for Qantas and Ericsson Mobile Phones.
Neil specialises in channel management research and has carried out a variety of customised fast moving consumer goods (FMCG) studies for both retailers and manufacturers.
In his current role with ACNielsen, Neil is responsible for the area of shopper behaviour research and as such has conducted a large number of studies for major clients in a variety of categories and channels.
Neil holds a Bachelor of Arts degree in Marketing and a Graduate Diploma in Market Research.
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