[ Shopper Insights ]

Shoppers today have a lot to think about – a need to watch their pennies, an expanded list of stores to choose from, store brands that seem less of a compromise, and an overabundance of increasingly targeted name-brand products.  In this environment, how can marketers make the biggest impact with their in-store efforts, from shelf talkers and assortment to video advertising?

Knowledge Networks is uniquely positioned to combine custom and behavioral insights to provide the precise research program you need, delivering both strategic and tactical guidance.  We also have an unusual dual perspective on your shopper marketing questions because we work with some of the largest CPG companies and are also preferred suppliers to some of the country's largest retailers.

We therefore bring a retailer's perspective to challenges such as:

• executing controlled store tests
• increasing share of select categories and occasions
• targeting and growing key segments
  through shopper segmentations
• increasing basket sizes
• competing with private label
• executing control store tests

In developing shopper insights, KN leverages three remarkable assets:

• KnowledgePanel®, the only probability selected internet panel that is representative of the total U.S. population, and
• National Shopper Lab (NSL), one of the largest research-ready frequent shopper databases in the industry
• KnowledgePanel LatinoSM, a statistically balanced cross-section of the growing Hispanic population in the U.S

The best of custom, behavioral

Through custom research enhanced by sophisticated analytic techniques and other methods, we can

• bring shoppers to life for marketers and other decision makers 
• understand what matters most to shoppers
• improve shopper loyalty with a retailer
• identify must-have products for a specific retailer
• optimize assortments

In addition, using frequent shopper analyses and in-store testing, we can help you

• understand new product interest and satisfaction
• identify sources of new product volume
• define cross-promotion opportunities
• optimize new products, packaging, pricing, promotion, and shelf sets

Key to our many of in-store tests is our integrated approach to Controlled Store Testing, which offers a 360-degree view of the consumer shopping experience — backed by POS data from IRI. (For more information on our work with IRI, click here.)

 

Featured Insights

• Digital vs. Traditional Coupons: Who Are the Users — and Are They Delivering ROI?
  Neal Heffernan
• Online Diaries Illuminate Motives, Product Use Online Diaries Illuminate the "Why's" Behind Consumer Choices
  Audrey Rosen
• Coupons Span the Digital Domain: Coupons.com Redefines Promotion for the Digital Marketplace
  Case Study
• Bringing the Right Products to Market: Combining Custom Quantitative Research, Behavioral Insights to Get from Concept to Winner
  Audrey Rosen & Neal Heffernan
• Making Quality Real: Bringing an Expert Perspective to Shopper Insights
  Neal Heffernan
• Case Study: Reviving Product Demand through Accurate Segmenting, Connecting with Target Customers
  Jeff Banks
• Real-World Choices Your Targets Make at Point of Purchase: A Best-Practices Approach to Using Decision Tree-Based Research
  Ellen Veccia
• Making Quality Real: Adding Analytics to the Mix
  Ellen Veccia and Wendy Wallner

ARTICLE AND PRESS RELEASE LINKS

• Digital Coupon Users Shop More, Spend More – MediaPost Research Brief, 4/2/12
• Ad Age Covers KN Analysis of Successful OTC Marketing
• In-Store Merchandising Proves Strongest Driver of OTC Growth, 5/12/11
• Digital Coupons Prove Stronger Than Print at Attracting New Product Users, But Lag in Generating ROI, 4/19/11