Reshaping the Supermarket. Understanding the Consumer as a Provider

Dirk van de Walle and Christophe Fauconnier

Historically marketing research, and more so qualitative diagnostic research, has focussed on the consumer and his relationship with a product or brand.

 

Reshaping the Supermarket

Understanding the Consumer

Christophe FauconnierandDirk van de Walle

INTRODUCTION

Shopper research is certainly an area that has attracted much attention (and budget) in recent years. The category management process has enhanced the need to collect information (data), but speed and urgency to obtain data has in some cases led to a flybynight approach.

The major problem has been the abundance of data and the lack of insight. Facts were gathered, but how these facts fit together was not well understood. How does the shopper relate to the consumer? Were we studying two objects, or...

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