Question 1

What practices improve shopper panel retention for loyalty research?

Accepted Answer

Offering meaningful rewards and maintaining respectful, regular communication are key practices to improve shopper panel retention in loyalty research. Providing clear incentives such as loyalty points, gift cards, or exclusive offers helps maintain interest, aligning with participants' shopper mindset. Ensure the panel experience is frictionless: surveys and activities should be brief, mobile-friendly, and meaningful to avoid participant fatigue. Frequent but not overwhelming outreachâ€"like periodic updates or thank-you messagesâ€"reminds members of the panel's value and their contribution. Regularly share back high-level findings or success stories so panelists feel their input matters, which builds trust and loyalty to the panel itself. Light gamification elements like badges or progress levels can also motivate continued participation without feeling like a chore. Ultimately, treating panelists like valued partnersâ€"making participation convenient, rewarding, and acknowledging their contributionsâ€"significantly boosts retention.

Question 2

How can I demonstrate ROI from path-to-purchase studies to retail partners?

Accepted Answer

To show return on investment (ROI) from a path-to-purchase study to your retail partners, link the study's insights to specific, measurable improvements in their stores or sales metrics. Start by implementing one or two key recommendations from the research in a pilot (for instance, changing a product placement or tweaking an in-store promotion based on the study's findings) at a subset of stores or for a certain period. Then track the results: did those stores see a lift in conversion rates, higher basket sizes, or faster customer throughput compared to stores that didn't make the change? If the data shows a clear uptick - say a 10% sales increase in a category after re-merchandising according to the study - you can confidently attribute that gain to the research and calculate the dollar impact. Presenting that kind of before-and-after evidence (ideally as a simple case study) makes a compelling argument to retail partners: it demonstrates that insights from the study drove tangible benefits, far outweighing the cost of doing the research.

Question 3

How should in-store research adapt to declining foot traffic?

Accepted Answer

In-store research should adapt to declining foot traffic by becoming more flexible and omnichannel. One approach is to complement the shrinking in-person sample with digital outreach. If fewer people are walking in, engage them through their smartphones or computers instead: send quick mobile surveys via your store's app, or follow up with online shoppers to ask about their experience (and why they maybe skipped a store visit). You can also use loyalty or sales data to identify customers who haven't visited lately and reach out via email or text for their feedback. For those who do come into the store, make each interaction count by gathering deeper insights from the smaller pool. Conduct detailed shop-alongs or exit interviews to understand their behavior and needs more thoroughly. Additionally, consider moving some research outside the store - for instance, set up a feedback booth at a community event or near a store entrance to catch input from passersby who might not be shopping inside. By blending limited in-store observations with online surveys, mobile feedback, and outreach in alternative venues, you can still gather meaningful shopper insights even as traditional foot traffic declines.

Question 4

How can e-commerce research better track abandoned carts and missed conversions?

Accepted Answer

E-commerce teams can sharpen their view of cart abandonment and missed conversions by marrying funnel analytics with direct user feedback. First, ensure your web analytics are tracking the checkout funnel in detail to pinpoint exactly where drop-offs occur (e.g., at shipping, payment, etc.). Then layer on the why: trigger a quick exit survey or follow-up email when someone abandons a cart to ask what stopped them from buying. Loyalty or account data can help connect the dots too - for instance, see if those who abandon online end up purchasing in-store later, indicating a channel switch rather than a true loss. Additionally, review qualitative clues (like session recordings or heatmaps) to spot any UX issues causing frustration. By combining data on where people leave with insight into why, you can zero in on fixes that recapture those missed conversions.

Question 5

How should we sample buying committees across engineering and procurement?

Accepted Answer

Sampling buying committees that include both engineering and procurement means intentionally recruiting participants from each of those roles at every target account. Rather than surveying just one person per company, you should include the key stakeholders from both the technical side and the purchasing side to reflect how real decisions are made. For example, if a typical purchase involves an engineering lead and a procurement manager, set quotas or targets so you interview both roles from each company in your study. This ensures you capture the technical requirements and the cost/contract considerations equally. In practice, that might mean reaching out to an engineering manager and a procurement officer in each organization on your list, and analyzing their responses both separately and combined to understand the full committee's perspective.

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Market Research FAQs with Expert Insights

What practices improve shopper panel retention for loyalty research?

How can I demonstrate ROI from path-to-purchase studies to retail partners?

How should in-store research adapt to declining foot traffic?

How can e-commerce research better track abandoned carts and missed conversions?

How should we sample buying committees across engineering and procurement?