Getting to the heart of your shopper needs across channels.
We are all shoppers, each with our own complex set of experiences, needs and motivations. One day shoppers can be your biggest fan, and in an instant one seemingly small aspect of their experience can change their impression. And when a change in perceptions leads to a change in behaviour, this can be a real challenge to reverse or transform.
In a world where choices are expanding, and shopper loyalty is dwindling, it’s more important than ever to understand how to forge a lasting emotional connection with customers. As the human understanding agency, Walnut brings our unique lens of behavioural economics, neuroscience and emotional expertise to truly bring your shoppers and their decisions to life.
Our shopper research toolkit provides us with everything we need to unpick the rational and implicit dimensions of decision-making.
Path to purchase
Mobile GSR Tracking
Face to Face Intercepts
Point of Sale Research
VR store customisation
Shelf Display analysis
Market Landscape Pricing
How we do it.
Evaluating the optimal product range within a category to best meet shopper needs and different missions, reaching the full commercial potential of the sector. From identifying overlap in the range to satisfying the maximum volume of customers with the minimal number of SKU’s. We measure consideration, preference and frequency of purchase to triangulate the shopper repertoire and build a model to refine the range.
Disentangling the decision hierarchy
As the human understanding agency, we have refined our techniques to get under the skin of consumer decision-making across each touchpoint and every element of the journey. From using reaction time testing to explore split-second choices, through to employing passive metering to capture digital browsing and consideration journeys – Walnut can identify the opportunities to further bolster conversion to purchase across channels.
Fixture & signage optimisation
Unlocking exciting new possibilities for insight, Walnut are at the forefront of the latest research approaches and have used VR to trial new layouts and displays without the expense of creating mock-ups. VR can uncover shopper flow through store or around a fixture, reactions to POS, and uncover emotional responses to an environment. The added bonus is that this is both immersive and engaging for participants. We can also use more traditional approaches to understand merchandising, shelf positioning, brand blocking and adjacencies.
Evaluating pricing & promotion strategy
Finding the pricing sweet spot. Using a range of techniques, from the more basic Gabor Granger, through to complex trade-off conjoint methods, to give you confidence in launching new promotions or price changes. A combination of behavioural science expertise and innovative techniques including eye-tracking and GSR in-store can further unpick both the implicit and explicit response to POS and promotional spaces, providing clarity on the impact of store environment on price perceptions.
Understanding the nation.
We’ve been tracking the view of the nation since early 2018 on key issues which impact on how we feel about our daily lives. Since the Covid-19 pandemic our study has been used to understand and explore how our feelings towards the situation can impact on our behaviour.