Consumer Shopper Marketing User Research
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The document expresses enthusiasm for future collaboration. In a brief positive statement, it conveys anticipation to partner together going forward.
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Consumer Shopper Marketing User Research
- 11. We look forward to working with you!
Notas do Editor
- The shopper sights user researchis an initiative to discover how we can provide a better experience for our customers embarked on by our Shopper Sights product management and user experience teams.
- We started by working with IRI specialists and subject matter experts to learn how we are utilizing the SS data to help our clients solve business issues. We decided to start with these users as they are currently the heaviest users of the system. Through conversation and observation they described for us what is involved in a typical day supporting clients with shopper marketing needs. They start by describing their approach and then we observed them creating the different analysis using the tool, and walkthrough the process that takes them from queries in the tool, through reports generated, analysis of the data/which includes client conversations- all that way to the final output- or presentation.
- From those conversations we learned a great deal about the how users approach SS and identified close to 80 unique concerns being addressed with the tool. We spent time working through the requests, and started to see some key themes emerge.
- In the end this led us down five areas of concern that are commonly addressed. First and foremost being the need to understand your customer. Next we found the key driver for this understanding is to prepare for meetings with your customers. The specifics of what you were hoping to discover and/or the goal of the meeting varied- but based on the actual requests made to our specialists-we grouped them into three sub groups:- how to market to your consumers, a need to learn more about your points of distribution, and to develop strategy recommendations. To help you understand how we came to these we are going to briefly review the themes that define each of these area.
- I am going to cover the process and meaning behind the diagrams for the Understanding your customer, then I will briefly review the rest of the areas. I want to provide enough time for your feedback and questions once we have seen them all. So I am going to ask you to hold off on your questions until then. When we decompose understanding your customer the overarching areas of investigation are the customers propensity to buy products, what are their attitudes about the products, and finally who are they and where do they live? What you see in for household- we understand that there are other areas of household data, but the are the top ones that emerged are HOH, Marital status, income, presence of children and age. Same for …..
- We realize that this is just the beginning of our understanding of the process. We want to work with you to understand how you uncoverand solve issues with data- and prioritize them so we can focus on building out the most important workflows first.
- As part of the next steps we want to understand from you 1) what need drive you to use the ShopperSights tool. Again this is to help prioritize and focus on building out the most important workflows first. 2) We create these presentations for you- and we know you are using them for many areas of your business- we want to understand what comes next. How are you now taking the information you learn and applying that to your business.