How do you decide where in a store to put a new healthy snacking item? FocusVision and market research firm, Fresh Intelligence, utilized mobile research technology to investigate shopping habits and purchasing decision factors among snack food consumers. With this approach, we uncovered insights that can help brands increase shopping frequency and convert more shoppers into buyers. This talk will cover how we designed the study to map consumer snacking habits from the home to the snack aisle, and key learnings about how to get the most of in the moment mobile qual.

1. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
Hacking the Snack Aisle:
Using Mobile Qual
7 December 2016
Corrine Sandler Steve August

2. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
Every category manager
(and retailer) wants to:
Convert more
shoppers into
buyers
Increase
saGsfacGon
and loyalty
Increase
basket size
Increase
shopping
frequency

3. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
We need insight
from the store

4. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016

5. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
QUANT

6. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
QUAL

7. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
of a typical grocery shopping
trip is spent navigaGng and
searching aisles
Source: Explorer Group Research
hQp://www.canadiangrocer.com/top-stories/eight-secrets-of-how-people-shop-the-grocery-store-66350

8. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
In-store shop-alongs Wearables

9. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
So we want seamless
…and scalable

10. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016

11. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016

12. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
Business
ObjecGve
Develop an in-store
strategy for a new
snack product

13. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
3 research areas:
What
snacks people
buy
Why
they buy
them
How
they shop
in-store

14. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
The
Approach
Go beyond asking what
snacks people buy and
get closer to their
day-to-day life

15. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016

16. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
Instead of asking…
Which snacks do you
eat and why
Which snacks did you buy
in the last week and why
What do you like or dislike
about these concepts?
We did…
“Snack Stash” Ac:vity
“Snack Safari” Ac:vity
Comparison between concept
and other products at home or
seen in store

17. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
Canada Canadian French/English, mul<-language, large scale
Day 1
Day 2
Day 3
Day 4
Welcome &
Instructions
Snack Stash
Product Trial
Snack Safari

18. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
“They saGsfy my sweet craving.
Most contain chocolate (which I
love) and instantly give me
"comfort". It's like gedng a
hug!! I typically eat these afer
work and afer dinner”
“Peppers: I like the taste, they
are light and refreshing and a
good appeGte curb between
meals. I ofen cut them up and
take them to work to snack on.
No calories.”
Snack Stash

19. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
Snack Safari

20. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
“This is a picture of my healthy
snacks that I purchased during my
grocery shopping. I found these
items down an aisle
that had mostly healthy
choice items.”
“Mon panier, une chance que
les enfants n'étais pas la ! Mon
panier aurais été trop peGt.”
“Tonight I seQle on these
purchases .... GluGno crack, the dog
treats, popped chips, and some
ingredients I need for a great chili.”
Snack Safari

21. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
“I like the flavors, I am
automa3cally drawn to the
color of the bags-so vibrant”
“They come in a variety of flavors. I also
think that the packaging is bold which
really catches my aAen3on. They look as
though they would be delicious with other
toppings or dipped in a variety of sauce”
“A colleague of mine had brought them into
work to share for a mee3ng and I immediately
fell in love with them and all of the flavors”
“I would like a taste test before I purchase. I would
learn about this product through adver3sing, TV”
Concept Evalua<on

22. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
Research
Findings

23. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
Produce Chips Crackers
Dairy Bars
Granola &
Breakfast Bars
Bulk Gluten Free Chocolate
People are (snacking)
creatures of habit

24. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
“I don't normally look at signs when I shop. I shop at the
same places so I'm very familiar with were what I want is
so I do it without looking. I know were what I want is kept.”
Alana H.
Two snack
shopping modes:
HunGng…

25. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
“I went shopping at an independently owned and operated store
called Fiesta Farms… they have their snacks in various places in the
store, a lot of the times at the end in between two aisles that might
not have anything to do with snacks. I usually go through every aisle!
Unless of course I am just running in for a specific item.”
Ladan B.
Controlled Browsing
“Unless I am visiting a grocery store with a single purchase in mind, I normally
just go up and down all the aisles. However, if I'm trying to avoid the unhealthy
snack options, I'll just avoid the chip aisle and save myself from the temptation”
Dave T.
Two snack
shopping modes:
…and Browsing

26. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
Business
Impact

27. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
SUCCESS
Client developed in-store strategy and successfully launched product

28. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
ImplicaGons
for Marketers

29. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
For any research, start with the big picture
• For CPG purchasing, the shopping aisle begins at home
Get closer to the moment of truth
• Recording responses during the shopping process can help avoid recall or
raGonalizaGon skews
Choose the right plamorm for seamless research experiences
• Mobile offers a unique opportunity to be wherever a respondent is; but it’s
not always the best soluGon

30. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
Thank you
Corrine Sandler
Founder, Fresh Intelligence
corrine@validateit.com
Steve August
CMO, FocusVision
saugust@focusvision.com

31. Hacking the Snack Aisle: Using Mobile Qual – Research Innova<on
Corrine Sandler – Fresh Intelligence | Steve August – FocusVision, 2016
Q & A
Ray Poynter
The Future Place
Corrine Sandler
Fresh Intelligence
Steve August
FocusVision