SM102: Course Outline • Confidential Draft • Version: March. 13, 2015 SM 102: Effective Strategies for Developing Shopper Insights BACKGROUND/BUSINESS NEED: In the world of consumer products, empowered shoppers now hold the cards. To be successful, manufacturers and retailers must gain a deep understanding of shopper needs and behaviors to better inform their marketing activity. This requires organizations and individuals to move beyond traditional forms of consumer understanding and develop new thinking around "the shopper." It also requires them to be proficient at turning insights into activation strategies, which calls for crossfunctional alignment internally and, ultimately, in collaboration with key retail partners. Learners in this course will gain a more complete understanding of the need for shoppercentric research development and be armed with some practical methods of obtaining these vital insights. COURSE OBJECTIVES: Participants will gain a full understanding of: • the difference between consumer & shopper insights and the need to align them for maximum success. • how to apply insights to both strategic planning and tactical activation • methods for leveraging hypothesisdriven analysis to enable insights application and effective storytelling IMPACT MEASUREMENT: For organizations/individuals who wish to qualify the learning experience: • Demonstrated ability to better create and leverage insights in shopper marketing activities • Demonstrated ability to Improve strategic and tactical performance through insights application. PREREQUISITES: • Completion of SM 100: Fundamentals of Shopper Marketing • Participants will receive a list of materials to review on p2pi.org and an assignment to undertake before attending the course. COURSE DELIVERY: • One day of instructorled training (public or corporatespecific).
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SM 102: Effective Strategies for Developing Shopper Insights BACKGROUND/BUSINESS NEED:
In the world of consumer products, empowered shoppers now hold the cards. To be successful, manufacturers and retailers must gain a deep understanding of shopper needs and behaviors to better inform their marketing activity. This requires organizations and individuals to move beyond traditional forms of consumer understanding and develop new thinking around "the shopper."
It also requires them to be proficient at turning insights into activation strategies, which calls for cross-‐functional alignment internally and, ultimately, in collaboration with key retail partners.
Learners in this course will gain a more complete understanding of the need for shopper-‐centric research development and be armed with some practical methods of obtaining these vital insights.
COURSE OBJECTIVES:
Participants will gain a full understanding of: • the difference between consumer & shopper insights and the need to align them for maximum success. • how to apply insights to both strategic planning and tactical activation • methods for leveraging hypothesis-‐driven analysis to enable insights application and effective storytelling
IMPACT MEASUREMENT:
For organizations/individuals who wish to qualify the learning experience: • Demonstrated ability to better create and leverage insights in shopper marketing activities • Demonstrated ability to Improve strategic and tactical performance through insights application.
PRE-‐REQUISITES:
• Completion of SM 100: Fundamentals of Shopper Marketing • Participants will receive a list of materials to review on p2pi.org and an assignment to undertake before attending the course.
COURSE DELIVERY:
• One day of instructor-‐led training (public or corporate-‐specific).
Pre-‐Session Assignments Give learners a preliminary understanding of the topic and current practices at their companies.
• Assigned reading on p2pi.org • Collect examples of the "insights" behind recent programs
within your organization. L1: Why Shopper Insights? Gain the necessary frame of reference for
working with shopper insights. • The discipline of shopper insights • Empowered shoppers and the new path to purchase • Role of insights in shopper marketing • The psychology of behavior
L2: What's an Insight? Learn effective methods of gathering and using various types of shopper data.
CASE STUDY EXERCISE Begin learning how to apply today's learning. In small groups, analyze the presented case studies in terms of their adherence to the principles discussed in this lesson
L4: Characteristics of a Good Shopper Insight
Learn the common elements of strong shopper insights that can align organizations and effectively influence shopper behavior.
• Changing the organization • Changing shoppers • The creative brief
L5: Hypothesis-‐Driven Analysis Learn how hypothesis-‐driven analysis can provide the necessary foundation for the development of actionable shopper insights.
• What it is • Building the capability
APPLICATION EXERCISE: Identify and communicate an actionable insight from the shopper scenario provided
L6: Sources of Shopper Insights
Review common research sources and their ability to drive insights at various stages along the path to purchase.
• Overall landscape (primary, secondary, syndicated) • Traditional sources (Plan, Shop, Buy, Experience) • New sources (Plan, Shop, Buy, Experience)
L7: Developing Retailer-‐Specific Insights
Learn methods of applying insights in the development of unique retailer programs.
• Adapting internal insights • Collaborative insights development
L8: Insights Trends Understand how the growing flood of data sources is shaping the future of insights.
• Harnessing big data
Post-‐Session Ensure learner is considering next steps for applying the learning to improve performance.