Category Discovery 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.
