Distilling Insight Through The Shopper’s Eyes

May 1, 2012

Outline

Challenges & Objectives

Current Approach

New Solution

What We’ve Learned

Challenge

Behavior is measureable…

…but what drives behavior?

Current Solutions

SIP has answered several key questions:

WHAT? – Detailed sales metricsWHERE? – Analysis of channel & regional dataWHO? – In-depth shopper segmentation

But WHY?This is the key to truly impacting the purchase decision

Community Engagement

In-Depth Research

Co-Creation

Social Media Analysis

A New Solution

Community

Targeted Recruiting

Age verification

Application, not Registration

Social Media Listening

Co-Creation

Idea

IdeaIdea

Idea

Idea

Idea

Idea

IdeaIdea

Better Idea Better IdeaBetter Idea

Great Idea

An iterative process adds

value to a collaborative effort that showcases a crowd’s

creativity.

Distilling Insight

S.I.P Case Study

The decision to go “un-branded”

Most have been ‘consumer’ oriented but we wanted to be ‘shopper’ driven without big name bias

Upside: Leveragable with the retailers, buyers, and distributors as unbiased.

Downside: More care required to keep the brand bias out.

Can not promote my own brands.

Why did I choose unbranded approach?

S.I.P Case Study

Options....

Pre-ShopStore Selection & PlanningAd browsing, Digital usageUsage/Recipe Ideas

In StoreProduct Trial / LoyaltyPurchasing/ShoppingIn Store PromotionPlanned vs Unplanned

Post Shop & Consumption

Shopper vs Consumer

My Products vs Competition

Pre-omnibus research vs Research Follow-ups

Can run a theme for months vs 1-offs

Endless possibilities

S.I.P Case Study

Total Spirits

White Spirits (Net)

Rum (Net)

Unflavored

Flavored

Spiced

Vodka (Net)

Unflavored

Flavored

Gin Tequila

Brown Spirits (Net)

Whiskey / Bourbon

Scotch

Brandy / Cognac

Cordials or Liqueurs

Flavored Alcohol

Beverages

Pre-Mixed / RTD Cocktails

Market Structures and Consumer Decision TreesIn

- st

ore

Pre

- st

ore

CASE #1

S.I.P Case Study

Balancing the Quant and Qual

CASE #1 cont’

With each ‘What’, you can ask the ‘Why’

S.I.P Case Study

Shelving initiative:

CASE #2

S.I.P Case Study

We don’t know what we don’t know...

We are all experts in our product segments so we are biased...

Think back to when you were new to your category...You probably had lots of great ideas,

New perspectives Brought new excitement to the game....

This is the same fresh input coming into your world to possibly help shift your paradigm

CASE #3

S.I.P Case StudyCASE #3 cont’

2) Light up the bottles with LEDs

Unexpected Findings

1) Worry about breaking bottles

Expected FindingsWe were expecting to find a new form of

brand blocking, price flow, segment mixing, etc...

We heard that the segments, brands, and price flow or not an issue – shoppers are too familiar with the existing format and generally do not want the disruption

S.I.P Recap

1. It’s a relationship: people are eager to help if given the opportunity

2. Its not just radio buttons and crosstab results: get open feedback

3. Double check your existing information, better plan new research

4. Find a fresh perspective

Thank You

Questions