Category Discovery Assessment

Category Assessment

CASE: ''CREATING A CUSTOMER DECISION TREE (CDT)''

1: Challenge

MAKE SURE THAT THE CDT IS OPTIMIZED PER RETAILER

• Gain insight into the decision process of different customer profiles in the workplace

• Check for differences among the 2 largest retailers

 

2: Approach

Multidisciplinary kick-off session with project team to align objectives and formalize hypotheses

In-store market assessment during one weekend

Respondents selected based on their actual shopping and purchasing behavior (empirical evidence)

N = 267 * interviews conducted, spread over 5 different supermarkets

Close cooperation with client team and moderator during assessment

Reverse category game (applied with tickets and hierarchy) played.

* Note: each of our projects has a guaranteed N. The total N depends on the depth of the study and research objectives.

3: Impact

CLEAR RECOMMENDATIONS AND INSIGHTS OBTAINED TO REDEFINE CATEGORY

Validation of Hypotheses: Partly confirmed and partly rejected.

A clear CDT has been mapped out for each shopper profile.

Differences per retailer defined.

Results as input for creating new category vision and portfolio development.

Category Discovery Assessment
Meer weten?
 doutsen@bamboobrands.com
 +316 34 32 8850

Doutsen Hoekstra
International Marketing Project Lead