Project Shopper
Topline report
Research Design and Methodology
In this study, two test stores were selected for the research: Tesco Puchong and Tesco Ampang, as in previous waves in order to be able to compare to previous wave’s findings.
• METHODOLOGY: Step 1 – In-store observation: to quantify the total number of shoppers who stopped
looked/interacted with the test material(s) picked up the test brand bought the test brandStep 2 – In-store intercept interviews (exit interviews): Subsequently, interviewer intercepted shopper who picks up any RTD UHT milk and interview
• FIELD EXECUTION: • 5 interviewers were stationed at each store • Observation and intercept were conducted over 8 hours block shift on two weekends• Shoppers selected for interview were screened to ensure eligibility before main interview
Previous Campaign3 floor stickers – 1 at entrance of hyper, 2 on brand aisle
Current Campaign1 Animated Floorstopper + Aisle Arch
Research Design and Methodology
• TARGET RESPONDENT (FOR INTERCEPT INTERVIEW): • Decision makers of RTD milk category • Regular shoppers at test stores with a regular frequency of at least 2x a month for the last
six months• Shopper who has been shopping in-store for at least half an hour to prevent interviewing
irregular and/or occasional shoppers
• FIELDWORK PERIOD:
• SAMPLE SIZE ACHIEVED: • OBSERVATION : N=276
• EXIT INTERVIEWS (those who picked up RTD UHT milk and willing to be interviewed): N=143
Fieldwork period
Tesco Puchong 19th and 20th April 201426th and 27th April 2014
Tesco Ampang 26th and 27th April 2014
4
3
1
0
2
9
10
10
23
19
25
61
56
75
1
2
3
3
7
9
16
19
23
41
45
59
67
81
0 10 20 30 40 50 60 70 80 90
Picked up another pack and make comparison
Took from the basket and put back onto shelf
Read the in-store communication
Interacted with in-store communication
Read the product label - back of pack
Pick up the brand again
Put back onto the shelf
Read the product label - front of pack
Location of the product - below
Location of the product - top
Pick up & studied
Location of the product - middle
Looked around/ browsing
Selected/ placed in basket
Actions when choosing product at
shelf – For
Shoppers spent an average 2.32 minutes at shelf. However, In addition, shoppers recorded higher % in looking around/ browse could be due to children’s reluctance to leave the aisle. Shoppers also tends to pay more attention to the packaging/ label this round, probably because of change in new packaging with Disney characters and association with advertisements.
All who observed Dutch Lady (Total)
N=222N=232Time Spent at shelf
(All respondents):
Average = 2.32 mins(previously 2.09 mins)
1 min = 43%
2 mins = 26%
3 mins = 18%
4 mins = 3%
5-17 mins = 9%
# denotes Sig@95% C.I.
#
#
#
#
#
#
None
Look (from far distance)
Read the content of in-store communication fast (from near distance)
Comment/ discuss with kid(s) about in-store communication
Read the content of in-store communication carefully (from near distance) 1
3
15
68
Reaction to the Ad
The latest campaign seemed to have attracted shoppers’ attention with significantly higher response rate recorded. Majority responded by looking at the campaign from a distance
CURRENT
WAVE
N=276
PREVIOUS
WAVE
N=275
Base: All respondents observed in test outlets
21% 84%
# denotes Sig@95% C.I.
#
#
#
#7
1
8
74
22
22
17
100
100
0 20 40 60 80 100
67
19
0
25
50
75
100
Current wave, N=165 Previous wave, N=122
Children’s Interaction with in-store
advertisements
Base: All who shop with children
A significant increase (+48%) in children’s interaction observed. About 7 in 10 children responded to the in-store advertisements as opposed to 2 out of 10 from last round. Both the floor projection and aisle arch in current campaign attracted the most attention among the children.
Base: All children who interacted with the in-store ad, Current wave, n=110Previous wave, n=23* * Caution: small base <n=30
% of child interacted with in-store ad
Interacted with 3D floor projection
Interacted with aisle arch
Touched the banner
Did "High 5" with the hand on banner
Interacted with the floor stickers
#
# denotes Sig@95% C.I.
Sig@95% HIGHER vs. floor stickers
#
Time Spent:1 min = 43%
2 mins = 34%3 mins = 9%
4 mins = 5%5-17 mins = 9%
Ways Children’s Interacted with
3D Floor Projection
Looked at it
100%
Point at it
68%
Touched with hand
26%
Step/ Jump on it
52%
Run/ Chase after it
23%
Comment/
discuss w
parents/
siblings abt it
12%
Average
interaction time
spent
2.25 minutes
Base: All respondents who shop with children, N=165
43
7
1
1
3
1
2
12
14
44
93
21
8
2
1
13
1
1
14
29
53
97
1
1
21
77
1
1
2
2
14
80
Brand AwarenessAll respondents are able to recall at least ONE brand at unprompted level. Dutch Lady outperformed other brands with the highest top-of-mind recall and almost all shoppers can spontaneously recall Dutch Lady at total unaided level. It is important to note the significant increase of total unaided recall for Goodday and HL (Marigold) this round vs. previous round.
TOM
Nestle / Nescafe / Milo
Goodday
Marigold
Meadow Fresh
Delite
HL (Marigold)
Magnolia
Vico
Country Goodness
Others
None
TOTAL UNAIDED
(TOM + Others Unaided)N=143
N=104
# denotes Sig@95% C.I.
#
#
#
With price promotions and sampling booths on the same aisle during research period.
With price promotions and sampling booths on the same aisle during research period.
38
1
3
3
8
15
48
49
11
1
1
5
13
21
41
72
85
76
1
2
1
4
16
25
1
1
1
7
65
Dutch Lady is leading the unprompted advertisement brand recall by a wide margin this wave.
76
1
2
1
9
17
25
1
1
3
1
5
23
68
TOTAL UNAIDED
(TOM + Others Unaided)
TOTAL
UNAIDED + AIDED
Advertisement Awareness
TOM
Nestle / Nescafe / Milo
Goodday
Delite
Meadow Fresh
Marigold
Farm Fresh Milk
Magnolia
Vico
Can’t Recall/ None
Base: All exit interviews
N=143
N=104
# denotes Sig@95% C.I.
# # #
# #
#
#
#
# # #
Base: All exit interviews
Types of in-store communication seen at the shelfOverall higher recall of in-store advertisements seen this wave. The 3D Floor projections stood out as in store communication seen followed by the Arch and shelf poster.
CURRENT WAVE PREVIOUS WAVE
N=143 N=104
7
3
89
51
47
27
3
66
19
26
Not Applicable
Shelf poster
Aisle Arch
3D Floor projector
Sampling kiosk
Floor sticker
Promotion
None45
4
40
20
70
4
11
18
Not Applicable
Not Applicable
Not Applicable
# denotes Sig@95% C.I.
#
#
Can't recall 9%
None,2%
89%
Brand Recall on 3D Floor
Projection
Base: All who recalled seeing 3D floor projector ad, n=127
Majority can recall Dutch Lady from the 3D Floor Projection.
Shopper Interaction Test Stores During Fieldwork Period