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Insight types & Common Applications
Info/Insight type
Common Applications
Who
(shopper types)
Why
(missions, occasions, motivations)
When
(they shop, how this varies)
Where
(they go, look, select from )
How
(they shop – speed, ‘mode’, what impacts them and
what doesn’t, decision making)
What and How Many (basket items/AWOP, what they
also bought)
How much (spend levels, what drives it)
Purchase decision hierarchy
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Marketing to specific target audiences (consumer and shopper segments and clusters,
per category and category segment)
Occasion based marketing – messaging, bundled offers, gifts with purchase etc
New products and packs to suit specific occasions
Role of specific category segments and product types
Role of price promotion and consumer promotion in sale conversion
Daypart marketing – time of day and day of week tailored ranging, offers, and specials
Seasonality opportunities
Where to put displays (and where not to – ‘dead zones’)
Map path to purchase touchpoints – what’s important and what’s not
Roles of each part of the store in influencing purchase (path to purchase) – what should
go where and how it should be messaged
Purchase Decision Hierarchy – impacts on layouts, price, promotion
Category definition and segmentation – what’s in the category, what the obvious
product groups are
Product portfolio gaps based on category segmentation
Increases required in number of items purchased
Bundles – most commonly combined items
Spend increase opportunities cross-retailer and cross-channel segment
Trade up opportunities based on pack size/format
Ranging
Layout
Pack strategy
Price and promotion strategy (role of price)