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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 simulate a physical retail shelf at Markteffect's office. This way, participants can literally be placed in front of the shelf, and our research specialists can guide them through the entire process. For inspiration, you can take a look at the case study we conducted for Jos Poell.

Qualitative research provides a good overview of all touchpoints, but the importance and sequence of these touchpoints are not yet known. For this reason, Markteffect conducts additional quantitative research, often through an online questionnaire. To delve deeper than just an online questionnaire, additional methodologies can be added, such as a conjoint analysis, implicit association test, 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

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You will learn to understand how consumers view your category.

Interpretation and implementation of the results

To ensure that the results do not end up in the proverbial desk drawer, we can assist you with the interpretation and implementation of the research results through a strategic workshop (the Markteffect Next Step Session). This session focuses on brainstorming, creativity, and collaboration, where we work with you to identify and distribute quick wins and long-term improvement areas.

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 for Timing Uitzendbureau

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)

Contact us
<p>Patrick <span>Evers</span></p>

Patrick Evers

Client Consultant

040-2392290 p.evers@markteffect.nl