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LG1 Custard Factory, Gibb Street
Birmingham, B9 4AT
UK

07768 877127

Experienced qualitative research. Focusing on consumers and consumption. 

Blog

Pricing paradox

Positioning premium products in price sensitive sectors

Exploiting health and taste drivers has enabled to brands in recent studies to justify premium positionings and capture consumer interest.

Snacking and health convergence

 

 

Shopper Schizophrenia - One Consumer, Two Shoppers

Julian Rodway

"...the money I have saved by online shopping I use to treat us when we go to the store...it's a different shopping expedition..."

 Trolley Troll & Indulgent Adventurer

Trolley Troll & Indulgent Adventurer

Climate and commercial considerations are noticeably impacting on consumers shopping routines. Many have been enticed to experiment with discounters for the experience. Some are converting to online convenience and armchair comfort. These emerging channels are challenging established retail conventions, driven by value and a reactionary zeitgeist appeal.

Paradoxically, premium players and ranges are also doing well. It would appear that the UK retail market is polarising.

Pleasure Shopping

 Leisure & pleasure experience

Leisure & pleasure experience

Is described as rewarding, regarded as almost a leisure activity for the family.

The retail relationship is less guarded and considered almost as mutually supportive.

Consumers are open to experiment and explore new products and ideas.

There is a perceived positive partnership with the 'trusted' store. Value is less about price with consumers considering the total experience of store and purchases.

The store is respected for being:

  • Inspiring
  • Indulging
  • Mentoring

Consumers enjoy the experience.

Provision Shopping

 Duty driven by price sensitivity

Duty driven by price sensitivity

Approached as a retail challenge to secure the best value. It is more like a strategic operation with convenience and cost being the priorities. Regarded as a functional and focus challenge, it is best done without family distractions.

The relationship with the retailer is about competitive market trading, seeking out bargains and value – ‘unilateral hangling'

  • Ruthless commercialism
  • Adversarial
  • Manipulative

Consumers respected the deal and commercialism.

Our study suggests that it is not just about appealing to different target audiences but different shopping traits. Consumers have become schizophrenic, dividing their shopping between the functional at the fun.

It was apparent that many now divided their shopping between essential provisions and top-up treats. Adopting different mindsets for each retail engagement.