Since the onset of the recession, a global cosumer market client had noticed an increasing gap between stated purchase intent and actual purchasing behaviors for new product launches. They wanted to understand why strong brand equity was not converting into sales.
The brief was to deliver an understanding of the difference between consumers and shoppers and from this, place the client in a position to identify the motivations of purchasing decision makers.
Approach and delivery
Canadean built a panel of shoppers specifically designed to link back to loyalty card data, thereby creating a platform where the client could clearly see how purchase intent manifested into purchasing behavior.
This analysis allowed Canadean to build a segmentation model centered on major shopper groups by attitudes and behaviors. Through further research, this panel was re-segmented to enable the client to measure differences towards products, positioning, marketing, advertising and more.
Impact and benefits
Canadean's insight enabled the client to improve the processes linking new product development and marketing strategies with its category management approach, particularly in major multiples.
This resulted in the client being able to improve alignment between strategic and tactical business actions and delivered a sustained uplift in sales of new product launches.
Following this success, Canadean was enlisted to run an ongoing insight program to support the future success of the business.