Noreen Kinsey – Head of Retail & Leisure Research, Future Thinking, UK
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- Noreen Kinsey – Head of Retail & Leisure Research, Future Thinking, UK's presentations
With a background in Sociology, Noreen specialises in the psychology of consumer behaviour. With spells at top five and boutique research agencies, Noreen’s focus is on the Retail and Leisure sector, working on projects for manufacturers, retailers, and leisure clients; driving marketing and brand strategies across the retail, foodservice and hospitality industries.
Presentation Title:
Shopper Segmentations and the Path to Purchase is dead. But let’s not throw the baby out with the bath water
Presentation Synopsis:
The steps we take on a shopper journey, whether for CPG or large ticket items, have changed immeasurably in the last decade. Commentators have declared the classic sales funnel as dead. Purchase behaviour now comprises a profusion of non-linear steps, with conversion driven by and at any number of points, from the shelf-edge label to the recommendation of a random stranger’s review on your smartphone app.
Can consumers and shoppers be algorithmed into discreet segments any more, or is our behaviour and many shopper ‘hats’ too fluid? Is distilling the (ever increasing) big data held on customers the best way to determine future behaviour and give marketers and brand managers direction…?
What’s important to remember is that in 2017 whilst there are many more touchpoints via which your brand or product can be experienced and consumed, the customer still essentially travels a path of awareness, via degrees of ‘research’, through to purchase. We need to think about what we will use gleaned shopper journey information for. An ATL seasonal campaign, on-pack messaging or in-aisle fin colour? This will determine which aspects of the shopper journey we explore – and how.
Future Thinking will present its thoughts on Shopper Research 2.0
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