A series of 64 articles that overview and explain how to design, execute, analyze and apply insights. Learn how better insight can guide better decision-making and lead to better sales results.
Pick an option below, or view a sequential index of articles here.
Companies that use shopper insight for guidance understand the importance of learning before actions.
Products need to be sure not to deliver a disappointing usage or consumption experience that determines repurchase.
FMOT is commonly referred to as shopping. It is how shopper insight was named.
Many platforms and factors influence the discovery, understanding, and interest products gain long before potential buyers buy.
As shoppers and consumers, we are constantly surrounded with stimulus that shapes our desired and perceptions.
You’ve probably heard of the ZMOT, FMOT or SMOT, right? These are the acronyms for the Zero, First and Second moments of truth.
The penetration of smartphones and development of various data-collection apps has created a new research industry.
Shadow shopping focuses on inconspicuously observing shoppers demonstrating their natural habits.
Scale questions provide a lot of data fidelity, but that comes at the cost of greater respondent fatigue.
A lot can be learned by giving participants assorted stimulus and asking them to sort or organize the items based on different criteria.
All of us is smarter than any one of us. All of us is typically more creative than any one of us as well.
It is always important to think about a category the way the shopper or buyer does. One way to do this is through decision mapping.
Marketing and advertising can only be viewed as an investment if it is building a longer-term awareness and positive perceptions.
It is important to understand how people enter, evolve and eventually mature or depart.
It is through the fire of criticism and critiquing that great products are produced, not publishing first drafts.
Understanding the new omni-channel reality is necessary to be a disruptor, not the disrupted.
In-depth interviews are just that: In-Depth. They can be very focused and detailed conversations.
Internet surveys enable companies to ask lots of questions among lots of people.
Having foundational understanding in any category is critical to both having context and credibility.
Being able to test multiple ideas before they go to market is a time-tested risk management approach.
Learn from research participants in the context of their life, their home or their environment.
Multi-phase learning plans incorporate coordinated components and advanced planning.
Data-point insight is a very tactical tool that can have huge ROI when it helps close sales or validate important decisions.
When focused in the right area, narrow & deep insight can create huge competitive advantage.
Broad & shallow insight is a great tool to gain initial understanding and identify areas for further investigation.
