Understanding issues as big as category shopping behavior can require a lot of data — scanner data, awareness trial & usage reports, customer segmentation schemes, etc. All provide a great foundation but understanding the why often goes missing from the pages of research reports.
What are customers’ real needs? What are their true intentions?
Get on the bus with your customers for a ‘retail safari.’ Gain deeper and more unique insights not typically found in traditional approaches. Observing customers while they visit retailers and hearing their thoughts in-depth immediately afterward shines new light on their decision-making process at the point of sale.
Take a ride with Anheuser-Busch and M/A/R/C Research to discover how they integrated retail safaris with innovative quantitative and qualitative insights to get a better look at beer buyers.
By combining three complementary methods, Anheuser-Busch:
- Discovered how and why customers pick the retail channel where they shop
- Gained a deeper understanding of why people choose one beverage over another
- Illuminated blind spots in their understanding of customers