SM102:  Course  Outline  •  Confidential  Draft  •  Version:  March.  13,  2015    

SM  102:  Effective  Strategies  for  Developing  Shopper  Insights  BACKGROUND/BUSINESS  NEED:  

In  the  world  of  consumer  products,  empowered  shoppers  now  hold  the  cards.  To  be  successful,  manufacturers  and  retailers  must  gain  a  deep  understanding  of  shopper  needs  and  behaviors  to  better  inform  their  marketing  activity.  This  requires  organizations  and  individuals  to  move  beyond  traditional  forms  of  consumer  understanding  and  develop  new  thinking  around  "the  shopper."  

It  also  requires  them  to  be  proficient  at  turning  insights  into  activation  strategies,  which  calls  for  cross-­‐functional  alignment  internally  and,  ultimately,  in  collaboration  with  key  retail  partners.  

Learners  in  this  course  will  gain  a  more  complete  understanding  of  the  need  for  shopper-­‐centric  research  development  and  be  armed  with  some  practical  methods  of  obtaining  these  vital  insights.    

COURSE  OBJECTIVES:  

Participants  will  gain  a  full  understanding  of:  • the  difference  between  consumer  &  shopper  insights  and  the  need  to  align  them  for  maximum  success.  • how  to  apply  insights  to  both  strategic  planning  and  tactical  activation  • methods  for  leveraging  hypothesis-­‐driven  analysis  to  enable  insights  application  and  effective  storytelling  

IMPACT  MEASUREMENT:  

For  organizations/individuals  who  wish  to  qualify  the  learning  experience:  • Demonstrated  ability  to  better  create  and  leverage  insights  in  shopper  marketing  activities  • Demonstrated  ability  to  Improve  strategic  and  tactical  performance  through  insights  application.  

PRE-­‐REQUISITES:  

• Completion  of  SM  100:  Fundamentals  of  Shopper  Marketing  • Participants  will  receive  a  list  of  materials  to  review  on  p2pi.org  and  an  assignment  to  undertake  before  attending  the  course.  

COURSE  DELIVERY:  

• One  day  of  instructor-­‐led  training  (public  or  corporate-­‐specific).    

 

SM102:  Course  Outline  •  Confidential  Draft  •  Version:  March.  13,  2015    

TENTATIVE  LESSON  PLAN:  SUBJECT  TO  CHANGE  LESSON   LEARNING  OBJECTIVES   KEY  TOPICS  

Pre-­‐Session  Assignments   Give  learners  a  preliminary  understanding  of  the  topic  and  current  practices  at  their  companies.  

• Assigned  reading  on  p2pi.org    • Collect  examples  of  the  "insights"  behind  recent  programs  

within  your  organization.  L1:  Why  Shopper  Insights?   Gain  the  necessary  frame  of  reference  for  

working  with  shopper  insights.  • The  discipline  of  shopper  insights  • Empowered  shoppers  and  the  new  path  to  purchase  • Role  of  insights  in  shopper  marketing    • The  psychology  of  behavior  

L2:  What's  an  Insight?   Learn  effective  methods  of  gathering  and  using  various  types  of  shopper  data.    

• Key  definitions:  "fact"  vs.  "insight";  "consumer  insight  "vs.  "shopper  insight";  "whole  person"  insights  

• Types  of  insights:  functional,  emotional,  physical  • Types  of  insights:  timeless  vs.  timely  

APPLICATION  EXERCISE:  Evaluate  your  past  insights  work  to  identify  fact  vs.  insight,  consumer  vs.  shopper  insight  

L3:  Insights  Application:  Strategic  to  Tactical  

Learn  guidelines  for  the  effective  application  of  shopper  insights  in  strategic  planning  and  tactical  program  development.  

• Strategic  insights  application    • Identifying  strategic  opportunities  • Insights  activation  roadmap  • Tactical  insights  application  • Informing  effective  programs:  bump  vs.  bond  

CASE  STUDY  EXERCISE   Begin  learning  how  to  apply  today's  learning.   In  small  groups,  analyze  the  presented  case  studies  in  terms  of  their  adherence  to  the  principles  discussed  in  this  lesson    

L4:  Characteristics  of  a  Good  Shopper  Insight  

Learn  the  common  elements  of  strong  shopper  insights  that  can  align  organizations  and  effectively  influence  shopper  behavior.  

• Changing  the  organization  • Changing  shoppers  • The  creative  brief    

 

SM102:  Course  Outline  •  Confidential  Draft  •  Version:  March.  13,  2015    

 

L5:  Hypothesis-­‐Driven  Analysis   Learn  how  hypothesis-­‐driven  analysis  can  provide  the  necessary  foundation  for  the  development  of  actionable  shopper  insights.  

• What  it  is  • Building  the  capability  

APPLICATION  EXERCISE:  Identify  and  communicate  an  actionable  insight  from  the  shopper  scenario  provided    

L6:  Sources  of  Shopper  Insights    

Review  common  research  sources  and  their  ability  to  drive  insights  at  various  stages  along  the  path  to  purchase.  

• Overall  landscape  (primary,  secondary,  syndicated)  • Traditional  sources  (Plan,  Shop,  Buy,  Experience)      • New  sources    (Plan,  Shop,  Buy,  Experience)  

L7:  Developing  Retailer-­‐Specific  Insights  

Learn  methods  of  applying  insights  in  the  development  of  unique  retailer  programs.  

• Adapting  internal  insights  • Collaborative  insights  development  

L8:  Insights  Trends   Understand  how  the  growing  flood  of  data  sources  is  shaping  the  future  of  insights.  

• Harnessing  big  data  

Post-­‐Session   Ensure  learner  is  considering  next  steps  for  applying  the  learning  to  improve  performance.  

• Suggested  reading  • Personal  action  planning