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Freeride research is not about discovering all elements of the intricate web that drives shoppers, but about uncovering bits of helpful information one at a time,helping you understand the fundamentals.
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FREERIDE RESEARCHHow re-learning to tie our shoe lace can help us win the fight at the shelf
TWO AGENCIES
brand building field marketing
&
LET’S TALK ABOUT
RESEARCH
“If I had asked people what they wanted, they would have said faster horses.“
Henry Ford
“The greatest enemy of knowledge is not ignorance, but the illusion of knowledge “
Stephen Hawking
RESEARCH +
VISION=
INNOVATION
THE SEARCH FOR INSIGHT
Illumination. Seeing the familiar in a new way.
Seeing something that was hidden or unseen, that has been missed.
The more insights, the merrier
consumer cultural future
product brand market
purchase usage category
Why did she bought those cereals?
For the fun ?Out of nostalgia?Because of the price?Because they are healthy?Did she bought them for herself ?
SO WHY ISN’T EVERY COMPANY DOING
SHOPPER RESEARCH?
Don’t have access to the shoppers
I am the shopper
Don’t have enough money I already know
what they want
Don’t have enough time
We believe some research is better than no research
that’s why we do freeride research
Freeride research is no rocket science, it’s more like tying your shoe lace
Freeride research is not about discovering all elements of the intricate web that drives shoppers,
but about uncoveringbits of helpful information one at a time,helping you understand the fundamentals.
Were you familiar with the concept offreeride research ?
NOYES
we just did a freeride research on the naming of the concept
Freeride research is doing research with less money and less time…and sometimes under the radar
PRO CONS
FORMALRESEARCH
Much grater depth of results
More time and money
FREERIDE RESEARCH
Fast and cheap Less depth of result
freeride shopper research is using each retail activation
to gain know-how about shopping behaviour
Why did they bought?
Why didn’t they bought?
Was it planned?
Why they’ve switched?
Who is the shopper?
Who is the consumer?
How often do they buy?
What is the key advantage of the brand?
What do they think about the packaging?
How fast do they found the product?
Do they read the label?
Are they willing to stock up ?
Do they always shop there?
What can you find out ?
TECHNIQUES
what is it?
Maximum 3 questions + demographic data, completed at the prize redemption stand by participating shoppers during
in-store promotions
Micro-Questionnaire
name
TECHNIQUES
what is it?
The permanent shelf-advisers observe and record shopper behavior within the category and can gain further knowledge
while discussing with the shoppers.
Active Observation
name
TECHNIQUES
what is it?
During samplings or promotions the hostesses ask reluctant shoppers a single
question: why aren’t they attracted by the product, offering them a small
number of closed answers.
Ice-Breaker
name
TECHNIQUES
what is it?
During casting and training promoters are asked a couple of questions about the category/product in the hope of gaining
insights from their previous background.
Insights Fishing
name
TECHNIQUES
what is it?
A micro-questionnaire or contacts collection for a brand during a campaign for another brand of the same company.
Symbiosis
name
TECHNIQUES
what is it?
A debriefing with the people in the field and the client that happens after the first days of activation in order to uncover the barriers for success and find solutions to
them.
Task Force
name
freeride research is
OPPORTUNISTIC
Putting to good use the resources already available in-store and taking advantage of promoter’s lag time.
freeride research is
REAL TIME
It goes along with the project that’s attached to, allowing for improvements to
it, beside gathering data for future use.
freeride research is
WHERE THE MAGIC HAPPENS
Eliminate the echo chambers where shoppers play by our won rules and say what they think we would like them to say.
freeride research is
ACCEPTABLE
Keeping the research short, with a very limited number of questions and linking it
to a moment of interest for them gets the audience’s buy-in.
freeride research is
INCREMENTAL
Aim for small wins, and build up the profile step by step, adding each time a new piece to the puzzle or repositioning the known ones.
freeride research is
RESEARCH FOR THE SNACK-CULTURE
Offering small pieces of information to the decision maker leads to a more organic data
assimilation.
freeride research is
EMBEDDED
In every project, gaining knowledge about shopping behavior is a small but constant component.
freeride research is
FAST
Due to its minimal complexity and logistical requirements, campaigns
can be deployed within days.
sometimes just a slight shift in thinking or perspective can open huge insight
FastCheapSimplePart of a menuGet’s the job done
FREERIDE RESEARCH
One more thing…
Sorensen analyzes how shoppers behave and make buying decisions as they move through supermarkets and other retail stores.
Lindstrom’s groundbreaking, three-year, seven-million-dollar neuromarketing study shatter much of what we have long believed about what seduces our interest and drives us to buy.
Lehrer uses neurobiology to really tease out how different parts of the brain contribute towards the decision making process.
The retail world is undergoing a fundamental transformation and its impact is so profound that 50 percent of today's retailers and consumer companies will not survive it.
