Retail strategy: The shopper insights of McDonald's, Wrigley, Adidas and Syngenta

Jo Bowman

At the Shopper Insights in Action 2011 conference in Prague. A series of speakers looked at in-depth consumer research - combining footfall mapping, detailed interviews in stores, online forums and long-term studies – and the ways it is helping brands understand what makes their customers, and non-customers, really tick.

Retail strategy: The shopper insights of McDonald's, Wrigley, adidas and Syngenta

Jo Bowman

Retailers, restaurants and packaged goods manufacturers are discovering that much of what they assumed about the way people shop is wrong – and that they've been missing out on sales and repeat custom as a result.

That was one of the messages from the Shopper Insights in Action 2011 conference in Prague. A series of speakers looked at in-depth consumer research – combining footfall mapping, detailed interviews in stores, online forums and long-term studies – and the ways it is helping brands understand what makes their...

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