ADVICE US ON WHICH SHELF WE SHOULD PLACE OUR NPD
Multidisciplinary kick-off session with project team to align objectives and formalize hypotheses.
Combined in-store market assessment (quality & quantity) during three weeks.
Field work in 20 stores (mix of different types of stores / retailers).
Assortment placed on a traditional shelf and assortment placed at an alternative location.
Close cooperation between Global and OpCo.
Quantity: 60 * data points per cell (total of 120 data points.
Quality: respondents prefer which shelf the consumer expects the NPD. N = 88 ** completed instore interviews.
* Note: To get solid business assumptions the minimum requirement is at least 60 datapoints. The amount of datapoints can vary per project and depends on the depth of the study.
** Note: each project has a guaranteed N. The total N depends on the depth of the study and the research objectives.
CLEAR ADVICE GIVEN WHICH SHELF PAYS BEST FOR BOTH BRAND AND RETAILER.
Validation of hypothesis: confirmed and rejected
We have determined the most optimal location in the store, and in addition, the customers substantiated that for them this is also the right place in the supermarket.
The results were key in the pitch to the retailer in order to get to the table with the right category manager and realize distribution.