U&A and Shopper Behaviour
Situation and main objectives: Our client needs in-depth knowledge of shoppers’ purchasing behaviour in pharmacies throughout the entire shopping process, from the origin of the need to the purchase and repurchase decision.
Methodology: In-depth qualitative analysis to ascertain consumers’ behaviour in relation to the category being studied and to identify behaviours, attitudes and perceptions. During this phase, we also studied the pharmaceutical target to analyse in depth the drivers and rectree (recommendation tree) for brands on sale in the pharmaceutical channel.
A combination of traditional qualitative techniques were used together with modern ethnography and eye tracking.
During the second phase, we used multivariable statistical techniques to define shoppers’ decision tree and to obtain a real snapshot of the purchasing decision process before and during the visit to the point of sale.