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New Possibilities in Shopper Research

 19. 06. 2009, 09:00

“Shopper Research” represents an important trend in the field of marketing research and focuses on understanding shopper behavior and decision-making at the point of purchase.

Interviews and observation directly in store, where a major part of purchase decision-making takes place, constitute key elements of „Shopper Research“, which enable the client to gain a better understanding of the real reasons and motivations behind product purchase (using for example the Ipsos Consumer Decision Tree) and shopping behavior in a given product category. “Shopper Research” benefits both the manufacturer and retailer in setting an optimal strategy and thus drives cooperation between these partners.

Although the best place to conduct “in-store” shopper research will always be inside an actual store with shoppers in the process of doing their normal shopping, this ideal approach is not always available. Therefore we are pleased to announce that Ipsos has launched a new virtual shopping tool, the Global Virtual Shelf, which provides a realistic and interactive virtual shopping experience. Product close-ups enable multiple package views with a zoom feature that enables respondents to easily read label details. Flexible shelf design options, such as shelf colors, textures and split shelf settings ensure a true, in-store feel. A virtual shopping cart makes it easier for respondents to purchase from the shelf for a more real virtual “in-store” experience.

Try it yourself online at http://survey­s.globalepanel­.com/…8565867­.aspx .

For more information contact:

Frank Schultz
Account Director – Shopper Research
frank.schultz@ip­sos-tambor.cz
GSM: +420 724 601 234

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