What is Shopper Research?

Shopper Research measures shoppers in situ attitudes to, and behaviour whilst, shopping.

This differs from behaviour whilst consuming – your consumers are not always the same as your shoppers.

Shopper research maps how shoppers move around the store / category, what they look at, how they interact with products, what they buy and why.

A variety of research methods are used to determine ‘the 5 Ws and an H’, namely:

Who shops What, When, Where, How, and most importantly, WHY.

Specific retail measures such as basket incidence, basket size, basket value, frequency, average weight of purchase and traffic may be analysed as part of a shopper research project. To find out more about how data is used in Shopper Research, visit the main Shopper Research page.

At ShopAbility, we are shopper research specialists. We use best practice methodologies, the most highly qualified field staff in Australia and a raft of trade knowledge built up over decades as FMCG professionals.

Some of the methods we use are listed above. We also design new methods – the most important thing here is that the methodology is designed to meet the research objectives. Selecting research methods for your project should not be done in isolation and needs to be discussed in the context of your broader project goals.

Your key point of contact for all Shopper Research enquiries is Norrelle Goldring on 0411 735 190.

Read more on the Shopper Research main page and the Trade Research page.