Several global FMCG clients challenged MDI to overcome the constraints and limitations of shop-a-longs whilst harnessing the in-the-moment advantages of this technique.
In developing our approach to Shopper Research, we aimed to:
- Deliver the accuracy of in-the-moment in-store data collection
- Understand the individual’s entire store repertoire for the category(s) in question
- Deliver a robust yet cost effective sample
- Also capture the impact of in-store and POS collateral
To achieve this MDI utilizes a proprietary mobile app to obtain in-the-moment shopper behavior in-store and immediately after the shop has occurred.
This mobile diary-based approach captures multiple category-of-interest shops for a quantitative sample of target consumers across a predefined period, facilitating capture of shopping occasions in multiple stores for individual consumers – thereby providing:
- A wholistic understanding of the shoppers’ store repertoire
- Differentiating shopper journeys
- Defining actionable and targetable shopper missions
- Validating and prioritizing in-store marketing investment
- Providing significant priorities over traditional shop-a-long methodologies
