How to Leverage It
Setting objectives will dictate the questions you want consumers to answer while in-store. Think through:
What’s driving the need for this research?
What are 2-3 questions you need answers to?
How are you measuring success?
Determine who will be the ideal target to go on shopping missions, for instance:
General population sample
User groups, i.e. monthly product users
Consumers who visit certain retailers
This is the fun part where you get to decide what you want to learn about from them on their mission
Have them talk through their purchase-decision process, and why they chose one product over another
Have them review the store layout/shelf setup and talk about how easy or hard it was to find items
There are so many ways to make your shopper mission deliverables more impactful. That includes presenting the videos during town hall meetings so stakeholders can see shoppers’ experiences first-hand, or inspiring your design team with competitive shelf set visuals