here - POPAI Australia & New Zealand

Information types
Who
What
When
Where
Why
Aspect Includes things like ...
Key shoppers of the category are
Shopper segment profiling
They buy – subcategory, product, pack format, pack size, serve size
They buy it – times of day, days of week, seasonality
They buy - channel , retailer and store choice for that category
Where within the category layout/shelf they buy
Where do they go and not go in the store? What do they see/not see? Where are the display „hot
spots‟ ?
They buy it – usage occasions, missions and trip types, drivers, motivators, influences
They don‟t buy it – barriers to purchase
Likes, dislikes and preferences
How
How Often
How Many
How Much
How 143 Long
They buy – how they make decisions
Purchase decision hierarchy
They shop – browsing, degree of planning vs impulse
Do they buy the category or shop the channel/retailer/store? Daily, weekly, monthly, quarterly,
annually?
How long is it between purchases on average? (IPI - Interpurchase Interval)
People buy from the aisle, from the primary and secondary locations?
Items do they buy at a time?
What‟s the average weight of purchase (AWOP)?
Do they spend on the category/at the store/per basket - over time? Per purchase occasion?
Do they spend in store? In the aisle?