Category Management Research

Testing category management and shopper marketing initiatives is one of the more difficult tasks in marketing research:

  • Research costs for in-store tests are very expensive
  • You need to test for a long period of time
  • The risk of a “public” failure looms large

puzzlepiece4D Shopper reduces the time, the cost, and the exposure, letting you confidently study what your initiative does to category and brand sales. In a virtual shopping environment, only you know what the impact of your changes does to sales when you:

  • Optimize/rationalize SKU assortments
  • Change shelf layouts
  • Test different brand, segment, and category adjacencies

Why is it so important to test category management and shopper marketing initiatives? In our experience (over 300 studies), it’s rare to get a win-win for both your brand and your category:

 

Test before you go the retailer with a recommendation!

To see a case study on category management, click here

To learn more about how 4D Shopper works, click here

Related Posts:

How good is your category management?”  Are your category management initiatives doing what you want them to do? Often not.

“The Future of Category Management”. ESOMAR Retail, Valencia, January 2007. Download by clicking here

“Can you reduce product assortment? Of course you can!“. ESOMAR Retail Conference, Budapest, 2005. Also published in Excellence 2006 by ESOMAR. Download by clicking here

With Bill Bean: “Advances in Category Management Research: A User’s Perspective”. ESOMAR Congress, Barcelona, 2002. Download by clicking here

A Research Perspective on Portfolio Management” discusses ways of thinking about brand assortment and how to research solutions with virtual reality. Download by clicking here

Understanding Consumer Response to Category Management Through Virtual Reality”. Journal of Advertising Research, July/August 1998, Vol 38, pp.61-67.
View or download by clicking here

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