Receipt Wisdom

Background
As soon as consumers set foot in the supermarket environment they become shoppers. They have an agenda which, in many cases takes the form of a shopping list. However, throughout their trip they are surrounded by promotional messages from shelf talkers and floor decals to end caps and store loyalty sales.

Using an innovative research design with two distinct phases, Insight and Research and Mediavest Worldwide partnered to identify shopper motivations, explore brand loyalty and profile shopper segments to identify appropriate methods to reaching each type with in-store messaging.

Phase One
The first phase of data collection for this project involved a qualitative approach, examining the Researchers intercepted large-run shoppers as they left the store, examining their shopping list and receipt and asking them questions about the discrepancies between the two.

Phase Two
The purpose of the second phase of Ball State University/MediaVest research partnership on Shopper Behavior was to quantify findings from Phase I shopper research.