Steve August and Corrine Sandler Research Innovation 2016

HackingtheSnackAisle:UsingMobileQual–ResearchInnova<onCorrineSandler–FreshIntelligence|SteveAugust–FocusVision,2016

HackingtheSnackAisle:UsingMobileQual

7December2016

CorrineSandler SteveAugust


Everycategorymanager(andretailer)wantsto:

Convertmoreshoppersintobuyers

IncreasesaGsfacGonandloyalty

Increasebasketsize

Increaseshoppingfrequency


We need insight from thestore



QUANT


QUAL


ofatypicalgroceryshoppingtripisspentnavigaGngandsearchingaisles

Source:ExplorerGroupResearchhQp://www.canadiangrocer.com/top-stories/eight-secrets-of-how-people-shop-the-grocery-store-66350

8 FocusVision 800.433.8128


In-storeshop-alongs Wearables


Sowewantseamless…andscalable




BusinessObjecGve

Developanin-storestrategyforanewsnackproduct


3 research areas:

Whatsnackspeoplebuy

Whytheybuythem

Howtheyshopin-store


TheApproach

Gobeyondaskingwhatsnackspeoplebuyandgetclosertotheirday-to-daylife



Instead of asking…

Whichsnacksdoyoueatandwhy

Whichsnacksdidyoubuyinthelastweekandwhy

Whatdoyoulikeordislikeabouttheseconcepts?

We did…

“SnackStash”Ac:vity

“SnackSafari”Ac:vity

Comparisonbetweenconceptandotherproductsathomeorseeninstore


CanadaCanadianFrench/English,mul<-language,largescale

Day 1 Day 2 Day 3 Day 4

Welcome & Instructions

Snack Stash Product Trial

Snack Safari


“TheysaGsfymysweetcraving.Mostcontainchocolate(whichIlove)andinstantlygiveme"comfort".It'slikegedngahug!!Itypicallyeattheseaferworkandaferdinner”

“Peppers:Ilikethetaste,theyarelightandrefreshingandagoodappeGtecurbbetweenmeals.Iofencutthemupandtakethemtoworktosnackon.Nocalories.”

SnackStash


SnackSafari


“ThisisapictureofmyhealthysnacksthatIpurchasedduringmygroceryshopping.Ifoundtheseitemsdownanaislethathadmostlyhealthychoiceitems.”

“Monpanier,unechancequelesenfantsn'étaispasla!MonpanierauraisététroppeGt.”

“TonightIseQleonthesepurchases....GluGnocrack,thedogtreats,poppedchips,andsomeingredientsIneedforagreatchili.”

SnackSafari


“Iliketheflavors,Iamautoma3callydrawntothecolorofthebags-sovibrant”

“Theycomeinavarietyofflavors.IalsothinkthatthepackagingisboldwhichreallycatchesmyaAen3on.Theylookasthoughtheywouldbedeliciouswithothertoppingsordippedinavarietyofsauce”

“Acolleagueofminehadbroughtthemintoworktoshareforamee3ngandIimmediatelyfellinlovewiththemandalloftheflavors”

“IwouldlikeatastetestbeforeIpurchase.Iwouldlearnaboutthisproductthroughadver3sing,TV”

ConceptEvalua<on


ResearchFindings


Produce Chips Crackers

Dairy BarsGranola & Breakfast Bars

Bulk

Gluten Free Chocolate

Peopleare(snacking)creaturesofhabit


“I don't normally look at signs when I shop. I shop at the same places so I'm very familiar with were what I want is so I do it without looking. I know were what I want is kept.” Alana H.

Twosnackshoppingmodes:HunGng…


“I went shopping at an independently owned and operated store called Fiesta Farms… they have their snacks in various places in the store, a lot of the times at the end in between two aisles that might not have anything to do with snacks. I usually go through every aisle! Unless of course I am just running in for a specific item.” Ladan B.

ControlledBrowsing“Unless I am visiting a grocery store with a single purchase in mind, I normally just go up and down all the aisles. However, if I'm trying to avoid the unhealthy snack options, I'll just avoid the chip aisle and save myself from the temptation” Dave T.

Twosnackshoppingmodes:…andBrowsing


BusinessImpact


SUCCESS

Clientdevelopedin-storestrategyandsuccessfullylaunchedproduct�


ImplicaGonsforMarketers


Foranyresearch,startwiththebigpicture• ForCPGpurchasing,theshoppingaislebeginsathome

Getclosertothemomentoftruth•  RecordingresponsesduringtheshoppingprocesscanhelpavoidrecallorraGonalizaGonskews

Choosetherightplamormforseamlessresearchexperiences• Mobileoffersauniqueopportunitytobewhereverarespondentis;butit’snotalwaysthebestsoluGon


Thankyou

Corrine Sandler Founder, Fresh Intelligence [email protected]

Steve August CMO, FocusVision [email protected]


Q&A

RayPoynterTheFuturePlace

CorrineSandlerFreshIntelligence

SteveAugustFocusVision

Education

Steve August and Corrine Sandler Research Innovation 2016