What Really Happens in the Produce Aisle: Mobile Shop-Alongs

This study will uncover the true “in-the-moment” purchase decisions made in the produce aisle. You’ll learn the degree to which price and promotions, organic, non-GMO, appearance, displays or other variables impact the actual produce purchase. Watch this video to learn more: https://goo.gl/r46yuJ

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Objectives

  • Are purchase drivers different in traditional vs. natural grocery stores vs. mass merchandisers?
  • Are Millennials behaving differently vs. older cohorts? Is their behavior consistent with their attitudes?
  • Quantify the in-the-moment decisions produce buyers make

Why?

Consumers are quick to tell us what’s important when purchasing fresh produce. But does their actual behavior mimic what they say? This large-scale quantitative study will equip you with the critical insights to influence produce buying channels.

This unique mobile shop-along design, leveraging geo-fencing technology, will capture what consumers are really doing in the produce aisle. You’ll learn if they stick to what they claim is important to them, while gaining rich insight into the purchase-decision tree, purchase barriers, and drivers. Because of this study's unprecedented scale, you'll learn if behavior differs by type of store and the generation of the consumer.

Become a co-sponsor of this important research and get input into the project now!

Watch this video to learn more: https://goo.gl/r46yuJ

Methodology: Quantitative

Quantitative Design

Design Rationale:

This approach is much more affordable than in-person shop-alongs, less intrusive for the shopper, avoids the problem of “too few stores covered” and allows for quantifiable samples. We have used this approach to understand the purchase path in other aisles of the grocery store. It’s time we dig deeper into the produce aisle.

How Sample will be Segmented:

Readable sample of traditional grocery, mass and natural grocery shoppers (approximately 1/3rd each), across different retailers. Readable sample of Millennials for comparison with other cohorts

Sample Source:

The panel comes from MFour, which provides the largest all-mobile app in the US with more than 1,000,000 active respondents. MFour continues to grow, adding 2-3,000 new panelists each day.

Quantitative Research Target

Gender: 35% Male, 65% Female

Additional Demographic Screening:

Roughly half Millennial. Gender percentages approximate -- 65-70% female.

Geography: US Only; Approximates national population distribution

Deliverables

Reporting: Formal Report

Presentation: Web-based

Additional Deliverables:

Detailed Powerpoint deck, with analytical commentary, implications and data charts, delivered to each co-sponsor. Each sponsorwill also be invited to a Web-based presentation with Q&A. A recording will also be available.

Funding Timeline (once project is approved): 30 days

Timing: 8 weeks from funding to delivery of final report

Supplier

Company: Cooper Roberts Research, Inc.

Previous Projects: 1

Rating: Supplier has not been rated

Supplier's Qualifications:

Cooper Roberts Research knows the agricultural commodity business. We have been researching this category for more than 25 years. We embraced mobile shop-alongs early on, in partnership with MFour – a pioneer in mobile research. This approach is much more affordable than in-person shop-alongs, less intrusive for the shopper, avoids the problem of “too few stores covered” and allows for quantifiable samples. We have used this approach to understand the purchase path in other aisles of the grocery store. It’s time we dig deeper into the produce aisle.

Incentives

Cooper Roberts will offer an in-person presentation for the first two co-sponsors. We’ll also look for and welcome questionnaire input from all sponsors pre-fielding.

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12/08/16

Tons of interest for this project! Please join Ken Roberts, the project lead, for a Webinar at 12pm ET on 12-12. Go to this URL (copy and paste in your browser to attend): https://collaborata.clickmeeting.com/what-really-happens-in-the-produce-aisle

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