Overview
Specialising in shopper and retail insights, my goal is to help brands and retailers strengthen their connection with shoppers both in-store and online. I develop insight-led recommendations to inform communication strategies, including point-of-sale (POS) and product packaging.
Services
Projects can be managed end-to-end or delivered on a role-specific basis, including fieldwork-only support.
Some examples of shopper research and insights include:
- Understanding shopper behaviour and decision-making hierarchy
- Shopper journey mapping and touchpoint experience analysis
- Building and refining shopper personas
- Testing, measuring and improving in-store campaigns
- Category layout, navigation and interruption, what stands out (or doesn’t) and why
- Informing POS and packaging design and redesign, across 2D and 3D formats
- Identifying triggers and opportunities for stronger retail sales
- Competitor analysis
Examples of field services include:
- Observations
- Intercept interviews
- Depth interviews
- Accompanied shops
- Eye tracking
- Focus groups
- Exit surveys
- Online surveys
- In-store audits
- Competitor analysis
I work independently, as well as in close collaboration with a trusted network of consultants and specialist agencies, drawing on additional expertise where needed to meet each project’s requirements.
About
Having built extensive specialist experience at one of the UK’s leading retail marketing communications agencies, I founded POS Insights in 2012. Since then, I’ve been in the privileged position of developing valuable shopper marketing insights for many of the UK’s largest FMCG brands and retailers.
I am a Member of the Market Research Society.
Outside of work, I enjoy staying active and spending time outdoors in the countryside, a welcome balance to the strategic and analytical focus of my professional work.
