Shopping Behavior Case Study

Business Objective:

A food manufacturer wanted to gather information to help them better understand product placement and provide input into grocery store design.

Research Objective:

To accomplish this end, CMI developed a plan for exploring consumers' attitudes and behaviors surrounding the entire process of grocery shopping -- from list preparation to the in-store experience to putting groceries away at home.

Methodology:

In five markets across the country, qualitative researchers conducted 100 interviews/shopping visits with primary grocery shoppers.  Each interview consisted of a pre-shop in-home interview, observation of the person as (s)he went grocery shopping, and a post-shop interview as the person put away his/her groceries.

The Result:

The results from this research were used to inform product placement decisions and store design recommendations.