• Data & Insights Agency of the Year 2025
  • Solution-focused
  • Contact within 4 hours
info@markteffect.nl Back to the website
Telephone Email
Request a quote

FMCG shopper decision tree (SDT)

To convince consumers and shoppers to choose your brand or product in the supermarket, it is essential that you understand how the purchase decision is made. When purchasing FMCG or food products, we refer to this as the shopper decision tree (SDT) or, in some cases, the category decision tree (CDT). In both cases, the research provides insight into the route that a consumer consciously or unconsciously takes before placing your product in their shopping basket.

The shopper decision tree

The best way to conduct this research depends on the category your product belongs to and the nature of your requirements. In most cases, both qualitative and quantitativeresearch is used.

Qualitative research provides insight into the drivers, barriers, thoughts, and feelings of consumers. This is often done through a physical group discussionor an online community. This allows for a detailed explanation of why consumers do or do not buy certain products, how the purchase is made, and what they pay attention to. In addition, it is possible to look at how, for example, a shopping list is made. Does it include your brand or just your category? Qualitative research offers the opportunity to engage in conversation with consumers and ask follow-up questions. The focus here is on the "why" question.

It is also possible to replicate a physical store shelf at Markteffect the office. This allows people to literally stand in front of the shelf and take our research specialists through the entire process. For inspiration, take a look at the casewe did for Jos Poell.

Qualitative research provides a good picture of all touchpoints, but it does not reveal their importance or the order in which they occur. For this reason, Markteffect conducts Markteffect quantitative research, often by means of an online questionnaire. To go deeper than just an online questionnaire, additional methodologies can be added. Examples include conjoint analysis, implicit association testing, or story mapping.

The final output of the research will help you with category management, a good shopper marketing strategy, trade marketing, and creating shelf plans, among other things.

drivers-barriers

Understanding the drivers and barriers to purchasing your product

list

Understanding the key touchpoints in the purchasing journey

professional-3

You will learn to understand how consumers view your category.

Interpretation and implementation of the results

To ensure that the results do not disappear into the proverbial desk drawer, we can help you interpret and implement the research results through a strategic workshop (the Markteffect Step Session). This session focuses on brainstorming, creativity, and collaboration, and we will work with you to identify and distribute quick wins and long-term areas for improvement.

In this way, we work together to ensure that the results are actionable.

See also

Markteffect knowledge base Markteffect in the media Our team Target group panels About us

Similar cases

To give you a good idea of how market research works in practice and what it can do for you, we've put together a few cool case studies. You might recognize some of the issues, because you've probably come across them in your own organization.

Consumer research Business services (B2B)

Customer journey research forTiming Employment Agency

International research Retail research

Steering based on market research:
Market effect &Swiss Sense

FMCG & Food industry International research

Brand awareness & image survey:
Copar-Italiano

Consumer research Retail research

Brand tracker research forDe Mandemakers Groep (DMG)

Please contact us
<p>Patrick <span>Evers</span></p>

Patrick Evers

Client Consultant

040-2392290 p.evers@markteffect.nl