Marketing Week: Why bother researching the shopper

As the interest in shopper insights increases, Danielle Pinnington, managing director of Shoppercentric repeated a 2008 survey that the company did with clients called “Why Bother with the Shopper.” Not surprisingly, the results of the 2010 survey showcased that Shoppercentric’s “client spend in the area of shopper insight has increased, with 55 percent spending between 10-30 percent of research budget on shopper versus only 28 percent in 2008.”

Pinnington attributes the growing interest in shopper insights to:

1. The recession
2. Changing shopper priorities
3. Increased retailer requests
4. Shopper marketing has come of age
5. Changes in channel focus

For an explanation of the five attributes, we encourage you to visit Marketing Week’s original article.

Why bother researching the shopper

What are your thoughts?