Presented by Michael Biscocho, Consumer and Market Knowledge Manager, P&G at Qualitative360 Asia 2013 19-21 November 2013, Singapore This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://qual360.com/

1. November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360

2. Platinum Sponsor
Media Sponsors
Association Partners

3. Winning With
Shoppers via
Qualitative
Research

4. Consumers Bombarded With Choices
Standing Out in the Store is
More Important Than Ever

5. Shifting Research Paradigm
+
Shift From
Research = Product + Media
to Research = Product +
Media + Store

6. Shopper Qualitative Research
What does your shopper
think about your brand?
How does shopping fit in
her daily life?
How does she actually behave
when shopping?

7. Case 1: e-Studyante Program
Research Insight: Shoppers think of
P&G brands as beneficial to their
households and broader community

8. Possible Applications
1. Look for portfolio play across brands
– What is common in the way your shoppers
perceive them?
2. Leverage corporate heritage and scale
– How can you partner with retailers to bring your
vision to life in a meaningful way?
3. Assess evolving consideration set factors
– Is there a new vector that is causing your brand to
lag behind (i.e. Social responsibility)?

9. Case 2: Wholesale Path to Purchase
Research
Insight:
What
shoppers
do before
and after
the trip
affects
their instore
behavior
Home/
Store
Transit
Transit
Early
Journey
Checkout
Mid
Journey

10. Possible Applications
1. Identify behaviors that you can anchor on
– What “rituals” does your shopper do before
leaving the house?
2. Bring your brand to the forefront of the store
– How can your product category be top-of-mind
when the shopper enters the store?
3. Strengthen brand equity after purchase
– Is there a way to remind the shopper of your
brand after she has left the store?

11. Case 3: Baby Solution Centers
Research Insight: Baby needs is the
primary consideration for the “Pareto
shopper” of the retailer

12. Possible Applications
1. Challenge assumptions on store behavior
– When was the last time you literally walked with your
shopper?
2. Enable win-win solutions with retailers
– How can you grow category sales for retailers while
growing your brand’s sales?
3. Do not be afraid to create disruptive solutions
– What can you change in the store environment to
make her feel better about the experience?

13. Closing Thoughts
Winning with the Shopper is the Last and
Most Important Step of Winning in the Market
Understanding Human Behavior (not just
Consumer Behavior) Increases Your Chances
of Winning
Walking in the Shoes of Your Shopper Unlocks
Winning Insights

14. Platinum Sponsor
Media Sponsors
Association Partners

15. November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360