News

Shopper Intelligence, the largest industry based shopper research programme in the world, is set to launch its latest set of seasonal data, designed to help retailers and manufacturers understand shopper behaviour over the Christmas period. The research focuses on Christmas items in popular categories, with the aim of gaining a greater understanding of how British customers think and behave, as well as how satisfied they are with products and experience in store during the Christmas period.

The research is focused on typical items purchased for Christmas, such as seasonal confectionery, toiletry gift packs and alcohol. It is based on shopper interviews conducted online, shortly after the store visit, and gives shoppers the opportunity to rate their experiences for each retailer and within each category. The qualitative and quantitative data offers a real insight into how shoppers think, their behaviour and what influences their decisions, and provides a unique platform for benchmarking against competitive brands and products.

Shopper Intelligence gives the participants of the research programme the opportunity to ask specific questions, offering them particularly tailored and directly relevant insight. This is the fourth year of the programme, and benchmarking from year to year means retailers and manufacturers can assess changes in the market and shifts in shopper needs, as well as whether any changes made are achieving their desired outcomes.

The data is available to clients who have chosen to subscribe to the programme and set their own research questions, which this year includes Ferrero and Beiersdorf. It can also be purchased by non-participating retailers and manufacturers.

Chris Adkins, programme director for the Shopper Intelligence UK, commented: “Here at Shopper Intelligence we give retailers and manufacturers a shared research platform so they can understand their category segments, amend business strategy and tactical plans accordingly, and ultimately give shoppers exactly what they want during the Christmas period.”

Fieldwork is taking place in November and December 2016, and the research will be available in January 2017.