Freeride Research - Rethinking Shopper Research

FREERIDE RESEARCHHow re-learning to tie our shoe lace can help us win the fight at the shelf

TWO AGENCIES

brand building field marketing

&

LET’S TALK ABOUT

RESEARCH

“If I had asked people what they wanted, they would have said faster horses.“

Henry Ford

“The greatest enemy of knowledge is not ignorance, but the illusion of knowledge “

Stephen Hawking

RESEARCH +

VISION=

INNOVATION

THE SEARCH FOR INSIGHT

Illumination. Seeing the familiar in a new way.

Seeing something that was hidden or unseen, that has been missed.

The more insights, the merrier

consumer cultural future

product brand market

purchase usage category

Why did she bought those cereals?

For the fun ?Out of nostalgia?Because of the price?Because they are healthy?Did she bought them for herself ?

SO WHY ISN’T EVERY COMPANY DOING

SHOPPER RESEARCH?

Don’t have access to the shoppers

I am the shopper

Don’t have enough money I already know

what they want

Don’t have enough time

We believe some research is better than no research

that’s why we do freeride research

Freeride research is no rocket science, it’s more like tying your shoe lace

how fast do you tie your shoe lace ?

Freeride research is not about discovering all elements of the intricate web that drives shoppers,

but about uncoveringbits of helpful information one at a time,helping you understand the fundamentals.

Were you familiar with the concept offreeride research ?

NOYES

we just did a freeride research on the naming of the concept

Freeride research is doing research with less money and less time…and sometimes under the radar

PRO CONS

FORMALRESEARCH

Much grater depth of results

More time and money

FREERIDE RESEARCH

Fast and cheap Less depth of result

freeride shopper research is using each retail activation

to gain know-how about shopping behaviour

Why did they bought?

Why didn’t they bought?

Was it planned?

Why they’ve switched?

Who is the shopper?

Who is the consumer?

How often do they buy?

What is the key advantage of the brand?

What do they think about the packaging?

How fast do they found the product?

Do they read the label?

Are they willing to stock up ?

Do they always shop there?

What can you find out ?

TECHNIQUES

what is it?

Maximum 3 questions + demographic data, completed at the prize redemption stand by participating shoppers during

in-store promotions

Micro-Questionnaire

name

TECHNIQUES

what is it?

The permanent shelf-advisers observe and record shopper behavior within the category and can gain further knowledge

while discussing with the shoppers.

Active Observation

name

TECHNIQUES

what is it?

During samplings or promotions the hostesses ask reluctant shoppers a single

question: why aren’t they attracted by the product, offering them a small

number of closed answers.

Ice-Breaker

name

TECHNIQUES

what is it?

During casting and training promoters are asked a couple of questions about the category/product in the hope of gaining

insights from their previous background.

Insights Fishing

name

TECHNIQUES

what is it?

A micro-questionnaire or contacts collection for a brand during a campaign for another brand of the same company.

Symbiosis

name

TECHNIQUES

what is it?

A debriefing with the people in the field and the client that happens after the first days of activation in order to uncover the barriers for success and find solutions to

them.

Task Force

name

freeride research is

OPPORTUNISTIC

Putting to good use the resources already available in-store and taking advantage of promoter’s lag time.

freeride research is

REAL TIME

It goes along with the project that’s attached to, allowing for improvements to

it, beside gathering data for future use.

freeride research is

WHERE THE MAGIC HAPPENS

Eliminate the echo chambers where shoppers play by our won rules and say what they think we would like them to say.

freeride research is

ACCEPTABLE

Keeping the research short, with a very limited number of questions and linking it

to a moment of interest for them gets the audience’s buy-in.

freeride research is

INCREMENTAL

Aim for small wins, and build up the profile step by step, adding each time a new piece to the puzzle or repositioning the known ones.

freeride research is

RESEARCH FOR THE SNACK-CULTURE

Offering small pieces of information to the decision maker leads to a more organic data

assimilation.

freeride research is

EMBEDDED

In every project, gaining knowledge about shopping behavior is a small but constant component.

freeride research is

FAST

Due to its minimal complexity and logistical requirements, campaigns

can be deployed within days.

sometimes just a slight shift in thinking or perspective can open huge insight

FastCheapSimplePart of a menuGet’s the job done

FREERIDE RESEARCH

One more thing…

Sorensen analyzes how shoppers behave and make buying decisions as they move through supermarkets and other retail stores.

Lindstrom’s groundbreaking, three-year, seven-million-dollar neuromarketing study shatter much of what we have long believed about what seduces our interest and drives us to buy.

Lehrer uses neurobiology to really tease out how different parts of the brain contribute towards the decision making process.

The retail world is undergoing a fundamental transformation and its impact is so profound that 50 percent of today's retailers and consumer companies will not survive it.

www.ateliersapte.ro

anton.gherca@ateliersapte.ro