here - POPAI Australia & New Zealand

Data vs Research: what‟s the difference?
• Shopper research is attitudinal as well as behavioural, where shopper data is
behavioural and/or the outputs of the behaviour. Shopper insights are most
powerful when attitudes and behaviours are married to behavioural outputs. Ie,
when you blend together
• It‟s even more powerful when you marry your shopper data and research with your
consumer research (particularly usage occasions). There‟s not a clear cut line
from when the consumer becomes the shopper. The Shopper Marketing survey
highlighted this, with 75% of respondents believing that shopper starts outside of
or before the store, not just in it.
• We look at shopper research as covering a mix of what we call the „5Ws and 5Hs‟:
Who, What, When, Where, Why, How, How Often, How Many, How Much, and
How Long.
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