Shopper Decision Tree analysis

What are the benefits of a shopper decision tree analysis?

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

Qualitative research provides insight into consumers' drivers, barriers, thoughts, and feelings. This often takes place via a physical group discussion or an online community. Extensive discussions are held about why consumers do or do not buy certain products, how the purchase is made, and what they pay attention to. In addition, we look at how a shopping list is made, for example. Does it include your brand, or only the product category? Qualitative research offers the opportunity to engage directly with consumers and ask follow-up questions. The "why" question is central to this.

The final insights from the research will help you with category management, setting up a strong shopper marketing strategy, trademarketing, and developing shelf plans.

Why choose a Shopper Decision Tree analysis?

A Shopper Decision Tree analysis provides concrete insights that enable you to respond more effectively to consumer behavior. This leads to:

• Optimization of shelf layout: Ensure that products are grouped logically and align with shoppers' natural decision-making process.
• More effective pricing and promotion strategies: Understand which price points and promotions have the most impact on the decision-making process.
• Improved product development: Respond to the most important drivers and preferences within a category.
• Targeted marketing and communication: Deliver the right message based on what consumers really care about.

We would be happy to advise you on how a Shopper Decision Tree analysis can contribute to your category or brand strategy.