2. Agenda
Challenges faced
Methodologies to overcome
the challenges
Key consumer insights
Key observations
Other application
3. Challenges faced
• Immediacy and impulse
• Planned list vs. actual purchase
• Omni-presence of the brand
• Broad target audience
4. Methodologies to
overcome the challenges
• Purchase diaries
• Mobile status update tool
• Multi-media upload
• Community forum
5. Key consumer insights
For teenagers
• decision making process is instantaneous
• mostly affected by visibility, availability,
price and promotion
For young adults
• communicable through promotion
• shopping behaviour is diverse and
unpredictable
Moms and Dads
• sometimes rigid and sometimes impulsive
• soft drinks are stable and considered
purchase
6. Key observations
• Prior knowledge about the
field of research
• Shopper-not always the
consumer !