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Impact's suite of Shopper Insights marketing research techniques and analytic tools provides options for understanding and leveraging shopper decision making. The benefit to our clients is in translating that understanding into action steps that maximize profits and growth for manufacturer and retailer.
In an environment of constant flux, it's tempting to generalize people simply as "consumers" of goods and services whose decision making is premeditated and linear. The problem is that's not reality.
A "shopper's" motivation and final purchase decision can be affected by something very different than what a "consumer" might really want. Our successes come from identifying and working with these differences to multiply opportunities. Unlike consumer insights, which study the relationship and expectations a person has for various brand alternatives, shopper insights study how people put preferences into action.
Shopping is about anticipating action, not just understanding preferences. It is about the shopping trip rather than a single product category. Shopper insights are critical for making shopper marketing and merchandising work for the brand, enhancing relationships with shoppers, and for manufacturers, enhancing the relationship with retail partners as well as increasing knowledge of how shoppers shop a category.
Impact's Shopper Dynamics Team has successfully provided decades of new insights into how shoppers make purchase decisions and crafted recommendations that result in differentiated retailer and manufacturer actions.