Intuitive or rationalised
We humans shop on auto pilot. It’s a process in which the sub-conscious takes greater control than we are aware of, guiding us to fulfil our shopper mission as easily and quickly as possible. Parents who know for certain the brands or products their kids want, stick to that certainty as closely as possible and spend more.
Connecting upstream to downstream
Kids are upstream of purchase decisions, consuming what’s theirs, connecting-engaging-inspired by brands which target them. Parents are downstream, compiling the needs of the household, setting out their shopper missions, sourcing or navigating the aisles and e-tailer taxonomies, picking items – on impulse or according to a plan – and occasionally noting the brands which engage their kids.
Shopper journeys and segments
To become shopper fluent we take what shoppers tell us they do, their account of events and reasons for the decisions they’ve made, and overlay them with our expertise in analysing spoken and body language, facial expression coding, semiotics and observed behaviours. Most of our research takes place where it matters most, at the point of purchase, be it online or in store, but we travel along the path to purchase, to witness their touchpoints, priming and overt influences.