Using Consumer Path-to-Purchase Insights to Build Distribution
An international agriculture manufacturer was looking for a mutually-beneficial way to deepen its relationship with a major US distributor. The distributor historically relied upon the quantitative-side of research to inform its business decision making, and the manufacturer saw an opportunity to add value by introducing a more consumer-centered perspective. A consortium of other industry manufacturers was recruited to fund a qualitative research project aimed at revealing the varied human complexities behind the quantitative data.
SIVO Insights customized a multi-phased approach to produce relevant and validated insights. A Qualitative Online Community established the agriculture shopper landscape and revealed key shopper mindsets and behaviors to be explored and developed in the next research phase. In-Store Intercepts and Pre-Recruited Shop-Alongs—with their contextual, face-to-face dialogues and close observations—dug into the values, attitudes and beliefs that formed the shopper mindsets and influenced their decisions, behaviors and experiences. A nationwide quantitative survey validated and reinforced the qualitative findings as well as segmented the market, it’s major categories, the competition and percents of market share.
SIVO Insights united all levels of the regional agricultural supply chain—from manufacturer to distributor to retailer—around a greater, validated understanding of the consumer. Consumer profiles, mindsets, path-to-purchase and door-to-door experiences brought the consumer to life, and the companies had clear direction on where they were succeeding as well as their opportunities to grow market share. Not only did the manufacturers build a deeper, value-add relationship with the distributor, but the project opened direct communication channels with many of the retailers.