2025 U.S. Shopper Satisfaction Report.
2025 U.S. Shopper Satisfaction Report.
FAQs
Shopper Intelligence runs “total market” programs in many countries, covering all major categories. But the exact inclusion is driven by our client’s needs. We can quickly add new categories or redefine categories more narrowly to your brief. Most markets track 100+ categories across all key retailers.
It’s about scale. Each wave, we are tracking over 100 categories in our fieldwork. That gives us massive cost efficiencies (as well as context/benchmarks). Second, we have invested in a very sophisticated analysis tool that makes data reporting highly efficient.
Subscribing clients can see all data on their category including their proprietary custom category questions. Also included is the ability to benchmark the category against the corresponding department and all categories rollup at all retailers. We set overall category sample goals by quarter. Sample is typically spread across key channels and retailers.
In most markets we update the data each quarter giving you the latest view of your shoppers.
Yes. We give you the ability to add a couple of custom questions that only your category shoppers will see. These questions are not shared with any other Shopper Intelligence clients.
We have a powerful online tool that gives you direct access to the data. Clients have the option of pulling reports in our DIY portal or access our easy to use online dashboards. Automated PowerPoint & Excel reports are also updated regularly to ensure HQ/Field teams have the most up-to-date information on their shoppers.
Our experienced client service team of shopper data enthusiasts have all walked in your shoes.
We provide full service support to help you achieve maximum value from the data, although we like to teach clients to “self serve” to maximize application across your business week in week out.
We work with a 3rd party panel company to recruit shoppers who recently made a category purchase. We find out what, when and where they made their last purchase. If they pass our screening process, they are asked to fill out a 15–20-minute online survey focused on one specific category purchase.
Yes. We collect all key aspects of your category purchase. All reports on your category can easily be broken down by segment, brand, shopper group, etc.
The two teams that leverage our data the most are Insights and Category Management teams. Other teams we work closely with are Shopper Marketing, Trade Marketing, Brand Marketing, Sales & Leadership. Our data should be the cornerstone of any discussion on your category or brand shoppers. The versatility of our data allows us to support a wide range of projects/meetings – everything from a Path to Purchase study at HQ to a retailer line review or Top to Top meeting.
The difference lies in its source. Most other data sets (panel, loyalty card and scan) are driven by purchase information at scale. These all track the behavior of the shopper – What are they doing? Our methodology is questionnaire driven and we are asking for the shoppers point of view. We do this at scale to create objective reliably metrics on these issues. Simplistically we can say we add the “why” and “what” to other data, but more accurately we are exploring the causal factors that drive the purchase behavior.
Benchmarking is SI’s secret sauce. It’s the ability to know how any category differs to the rest of the store that demonstrates its unique capabilities and issues. A single % has little meaning in isolation. To know where it ranks across all the store is compelling and not available elsewhere. This applies most in discussions between retailers and suppliers. Buyers compete for resources; Leadership make decisions about priorities. The relative merit of any category is a crucial input to this.
We ask respondents what brand(s) they bought. We can easily slice the data for most major brands (depending on market share). Our large samples enable all kinds of helpful analysis.
Many of our clients have found that SI replaces the regular sporadic shopper insights projects of the past. Our database gives you the “80 for 20” which means many of the requests for insights can be directed there. This certainly saves money (and time). We don’t aim to replace Panel, Scan or Loyalty data, because we are very different in our objectives and methodology to these.
There are two main user groups. Leadership leverages our data to allocate priority on their top-down initiatives across categories. It allows you to use the most appropriate categories to deliver the right lever to drive store success.
Senior management will value having strong objective shopper KPIs against competitors across the entire market (down the category level).
Secondly the Merchandising/Buying teams use SI to decide how best to orient category tactics to shopper needs.
There is also a key value in your vendors being able to add more insight to discussions from having access to higher quality insights about your shoppers. This is particularly true in historically ‘insight deficient’ categories like Fresh.
Decisions at category level on assortment, pricing strategy, innovation, private label and more are supported by our insights. The key point of use is in the regular category review when the team decides the strategy for any category/department.
Private Label teams will appreciate our fact base to prioritize where to innovate and how to price. We also support many marketing decisions both for online and physical stores.
We add a breadth and depth that’s expensive (and wasteful) to achieve within your own resources, but most crucially it’s particularly costly to assess your competitor’s shoppers in as much depth as you do your own.
Yes. We give you the ability to add a couple of custom questions that only your category shoppers will see. These questions are not shared with any other Shopper Intelligence clients.
Yes. We work with many clients who have limited bandwidth on their team to fully utilize Shopper Intelligence. For those clients, we offer additional support whereas the Shopper Intelligence team will lead all work and delivery.
Most of our questions are asked across all categories and retailers. A few of the more popular cross-category and cross-retailer metrics we track are Category Role, Importance, Shopper Satisfaction, Path to Purchase, Decision Hierarchy (Switch/Walk), Improvement Opportunities and Shopping Mode. We regularly add in new questions to our survey that are asked across all categories and retailers.
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