Views from the Hills by R. E. Stevens, GENESIS II (The Second Beginning) E-Mail views@aol.com

In-Store Research: the Broad Spectrum -- Past, Present, & Future

In some conversations recently about in-store research, I have found some confusion about the extent to which the store environment can be utilized.

Some field services who promote in-store research focus in only one direction, that is, on what has happened. In this focus we are usually looking at obtaining and analyzing scanner data. Other field services will intercept shoppers to determine their purchasing habits and their basis of choice. This is what I call the "What happened?" focus.

There is also the "What is happening?" focus. That perspective deals with questions about "What is being purchased and why?" as well as maybe more importantly, "What is not being purchased and why?" The later perspective is what I frequently call the "Negative Brand Share technique."

The area where we have the fewest resources for field execution is in the "What will happen?" or the "What if?" question. This focus allows us to explore the future as a result of a change we may choose to make. This type of protocol is much more difficult to implement effectively because it requires changes in the current environment. Changes may involve putting new or different brands or brand modifications including package modifications on the shelves, moving the brand to another location in the store, or instituting a brand promotion such as displays, coupons or price changes.

For me the most enjoyable "What if?" research was in the area of packaging. Over the past 20 years I have conducted in-store research involving the following:

It is my belief that packaging is the most under-utilized area for the development of share growth. Maybe it is because it is one of the most difficult to accurately assess the potential.

The sponsor of these Views, Sorensen Associates, is one of very few companies that I have found that can effectively conduct this type of research. Especially over a large geographical area and in a timely manner. Elrick & Lavidge and Market Decisions also conduct some of this type of research


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