RI Instore use a combination of research techniques to understand what influences shoppers at the point of purchase and what drives the purchase decisions they make in-store. This complements the wider Shopper Action Quant & Qual in-store and online techniques.

In-store research has a number of benefits:
Immediacy – shoppers don’t have to remember what they saw / were thinking
in-store.
Reality – nothing can really replace actually seeing and feeling products, POS, the store environment etc.
Tapping into the shopping mindset.
Being able to provide store specific data where required.

Quantitative research can take the form of short at-fixture interviews or exit interviews. These can cover a number of key in-store decisions and attitudes e.g. shopping missions, purchasing or response to new ranges / POS etc. Exit interviews are in general used to explore the whole shopping experience, whilst at-fixture interviews cover issues around product, fixture or category specific POS.

For a deeper understanding of the shopper mindset and behaviours, we conduct qualitative research in the form of accompanied shops, intercepts and in-store focus groups. These are either conducted alone or in conjunction with one or more of the following: quantitative research, Filmsolve, and / or Shopnographies which combine U & A understanding with actual purchase behaviour.

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