Deeper 3-way Insight will Help Unlock More Profitable Growth
The challenges above emphasise that a deeper understanding of consumer, shopper and retailer is now essential for suppliers and retailers to achieve profitable growth. V360° develop this 3-way rounded insight to support our clients in building a foundation of understanding for growing brands and categories. Typically, the fundamental questions we help better understand are…
1 Consumer – who is the consumer, or potential consumer, of the relevant brands or categories, and what is the consumer’s needs, occasions and perceptions?
2 Shopper – is the shopper buying for themselves only, everyone in the household or for others, and what is the shopping behaviour we need to influence?
3 Retailer – what are the needs and perspective of the retailers, and any other relevant operators, along the supply chain to shopper?
Establishing this rounded understanding is an iterative process, often requiring a hybrid of research methodologies. However, the benefit of deeper rounded insight is that it can lead to better consumption or usage experiences, driving value with shoppers, increased trade support, enhanced ROI on marketing activity, and improvements in brand equity and preference.