We use a combination of research methods to gather data including:
• Video Recording
• Observation
• Customer Interviews
• Staff Interviews
Customer shopping behaviour is recorded in the store using several small, wall mounted video cameras. The cameras run continuously throughout the retail day recording customers' actions and reactions as they shop. We use this method most often as it gives us pure behavioural data that is very valuable in terms of understanding the customer experience. The other important benefit of this method is that it provides a resource that can be cost effectively used over and over again to fulfil the future research needs of the business.
(Pictured at left is a view inside a book store looking down)
This method of data collection is used mostly when video camera coverage proves problematic. On site field staff or "trackers" as we call them, record the actions of customers as they shop. This includes detailing their movement through the store on a site map if necessary. Trackers are trained to work without being noticed so like the video recording this method is unobtrusive.
These are used mostly when attitudinal information is required. Interviews can be conducted as customers enter the store or as they exit, or at both stages if appropriate. Customers are usually randomly selected and interviewed for 3-4 minutes.
Using this technique in conjunction with video recording allows us to link attitudinal data with observed customer behaviour and can provide a richer understanding of what your customers are thinking and feeling.
For some of our retail studies we conduct interviews with sales staff to gain further insights into the customer experience and on some occasions to survey their thoughts and attitudes about the business itself. This is either done on the premises or by phone
We very much tailor our research studies to meet the needs of our clients however most of our research is conducted in the following areas:
• Service
• Retail
• Category Management
• Fixtures & Displays
These studies are mostly used in locations such as banks and fast food outlets and are helpful in obtaining a better understanding of customer behaviour in relation to service-focused environments. Results are used to make layout and design improvements, and to optimise the effectiveness of merchandising, promotions, and signage.
Our retail studies are designed to test the effectiveness of the store layout, merchandising and operations including customer service, of an existing or prototype store.These are some examples of the types of information obtained from our retail studies:
• Customer demographics and shopping group composition
• Total time spent in-store and by section/category
• Detail as to what customers look at, touch, select, reject
• Intended purchase vs actual and the reasons for variation if applicable
• Conversion rates
• Assisted customers vs non-assisted and the link to purchasing
• Customer traffic patterns
• Hot spots and cool zones
• Shopping frequency and reason for choosing the store
• Notice and stopping power of in-store advertising and promotions
Our category research projects are aimed at gaining a better understanding of how consumers shop a particular product category and are most often commissioned by product manufacturers.
These studies are designed to test how customers interact with an existing fixture or prototype design at the point of purchase. Findings are used to make suggestions in relation to the design, content, positioning, and placement of the fixtures and displays.
Data Analysis:
The first stage of the analysis is to view the video footage, tracking sheets and/or interview transcripts and convert the information into quantitative research data or measurable data. The purpose here is to finish up with numbers and percentages of customer actions and behaviours.
The next stage involves the qualitative analysis of the data to identify patterns of behaviour that may be worthy of further study. From this we extract cause and effect data that is used to make recommendations to our client.
