Such a variety of work can fall into this category – range reviews, optimising merchandising and store layouts, price & promotion development to name just a few. Regardless of the exact focus of the brief, they always have one fundamental in common – the need to get to real shopping behaviour.
Getting to real shopping behaviour requires skill and effort. We can’t rely on consumers to reliably tell us what they did and why, especially if we’re asking them days or weeks after the event, so you’ll always find that our approaches and techniques are designed to get around this. You’ll always see the following influencing our approaches…