Category Evolution – Fresh Produce
The Curiosity
To investigate the ‘future’ of the category through the eyes of the shopper – conducted in collaboration with our client company and a major retailer as part of a medium-term category strategy. Our client needed an insight-driven approach to understand which initiatives developed in other markets could be the future of the category in their domestic country and what an ‘ideal’ category layout looks like for the shopper.
The Approach
Focus Groups
These were used to scope out key ‘demand spaces’ which determined the product/occasionality/context/ need states/ preferences and behaviours in this category. New concepts were appraised amongst a retail customer’s key shopper segments for early stage own label development/prioritisation/optimisation.
Validation via large scale quantitative study
Once explored in the ‘qualitative’ setting a robust validation and quantification of the demand spaces was tested with target shoppers – overlaying a previous attitudinal segmentation for even greater granularity.
Talking to Shoppers or what we like to call… ‘Shop-Alongs’
Following the initial two research phases, shoppers were selected from the focus groups to investigate opportunities in the in-store environment – including fixture adjacencies, signage and layouts – with Vox Pop style videos bringing the research to life.
The Clarity
The voice of the shopper, both qualitatively and quantitatively, provided the evidence and direction to drive future strategic initiatives with branded and own label offerings.
What Our Clients Say...
Curio really understood our brief and what we wanted to achieve by becoming part of our team. They blended qualitative and quantitative research to answer our questions robustly but at the same time as providing the voice of the consumer which our retail partners find so helpful.
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