Challenge: Retail environments are a key touch point in shopper lives, especially for technology devices. Shoppers use a variety of tools including those in-store (signage, store apps, salespeople) as well as their phones and laptops (online reviews, price comparison sites, coupon sites). Mapping the journey of customers through a retail experience is key to creating delight.
Process: Secondary research is continually collected to establish retail market landscapes, key theories and concepts and existing research. By focusing on knowledge gaps, stakeholder needs and resource constraints, several research methodologies are chosen, often to work in tandem,
to collect data. The keystone of this research is shop-along studies (aka shopnos) Recruited shoppers are met in-store and perform a shopping task. Mostly observational in nature, this method allows insights into what elements are useful, appealing and critical for purchasing products in-store., as well as where opportunities and challenges still exist. Overtime, research studies can be compared, contrasted and overall trends counted for even more insight.
Outcome: These ongoing research projects quickly provide directional data to clients while long-term engagements uncover important behavioral trends and innovation opportunities.
My Role: I continue to be the lead researcher, designing and conducting research across a variety of stores and locations. I synthesize data points with my clients and build resulting stories to be presented to management to drive innovations.