Evidence Based Category Reviews
Nowadays category reviews seem to be one of our mainstays. In a recent projects, as well as groups and depths to explore potential new developments, we have put observations, intercepts, competitor shops and evidence based analysis at the heart of how we have evaluated the category.
We use these techniques to understand the context and anchors the shoppers have and how this influenced their choices. All this fixture time and detail work has been carried out by the same directors who conduct the groups and give the presentations. So the ‘best bits’ weren’t lost in the delegation and came through into the strategic recommendations.