Sheridan Global | Shopper Research | Experts in display effectiveness
Defining shopper and retail expertise
Face to face interviews conducted with shoppers and staff in the retail environment help us to understand what’s in the hearts and minds of shoppers.
Shopper interviews can reveal gems of information that provide valuable insights into the way customers think and behave on a conscious level. Questioning shoppers in store, enables qualitative and quantitative research that yields robust statistical, demographic and segmented data.
Diary Placement provides detailed information about the Consumer’s daily lives and consumption patterns i.e. the usage of different brands/categories.
The Consumer records everything they do over a set period of time. This means that we understand the consumers’ experiences in real time and the role of the product in their daily lives. This can uncover hidden information helping us to evaluate opportunities that may benefit your brand.
Accompanied shops use the store environment as a real-life stimulus for discussion, enabling us to explore the trade offs and influences of layout, product positioning, communications, pricing and promotions etc.
In store observations and intercepts are a cost-effective means of exploring spontaneous purchasing behaviour at point of purchase and uncovering the rationale behind it.
Friendship groups in a familiar environment allow truly organic and unaltered responses. The participants intimate knowledge of each other helps deepen the discussion, while ensuring a comfortable and natural environment for the individuals to express themselves.
Friendship Triads enable us to unpack the target markets’ mentality, outlook on life, consumption and purchase behaviour, without potential apprehension of speaking in front of an audience.
and understand their path to purchase.
Focus Group discussions can provide key insights into your target audience’s perceptions, needs, problems, beliefs, and reasons for certain practices. Expert facilitation provides the catalyst to fully explore the views of the participants.
When used in conjunction with observational research techniques, focus groups can help us to interpret and better understand the complex reasons behind a given action, giving us real world findings in real life situations.
Ethnography is a qualitative research method aimed to learn and understand how the consumer lives, shops, thinks and interacts with advertising etc.
Home audits provide fresh insight into the lifestyle and profile of products in the home. This information, combined with observational techniques, can be used to identify the perception, lifestyle and behaviour of the Consumer; giving a ‘behind the scenes’ understanding of the home and habits of your target audience.