Global Usage & Attitude Study
Category-leadership programme to drive category growth targeting future-facing activity and thought leading insight across global channels and markets.
The Curiosity
Our client, as a global supplier in their category, they wanted to provide category-based growth strategies to its channel partners based on a solid understanding of shoppers and consumers.
The Approach
Initial Consumer/ Shopper Scoping
Category landscaped to form the basis for the subsequent phases of research. Shoppers completed ethnographic diaries and attended focus groups to explore key usage and attitudes to the category in their respective markets.
Global Shopper Segmentation & U&A
Consumers’ and shoppers’ key discriminating attitudes and behaviours were used to create a statistically robust segmentation to identify shopper/consumer ‘typologies’ – coupled by an online validation with over 6,000 respondents to ensure a reproduceable study.
Category Playbook
A global workstream was established at the project kick off phase and were heavily involved in the final output – socialising and identifying key ‘category drivers’ and ‘growth platforms’ that the wider team could buy into and own.
The Clarity
The key output was an activation strategy for execution with key retail partners that enabled targeted category growth activity and communication as part of a medium-term growth plan that was mutually beneficial for manufacturers and retailers alike.
What Our Clients Say...
Gillian and Andy very quickly understood what we needed to achieve from the research and undertook all stages in an engaging and insightful way to generate a category plan that we can execute with our retail partners to fuel future growth.
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