As the basis of our consulting services for our clients in retail and the consumer goods industry, we conduct studies on the motives, needs and attitudes which consciously and/or subconsciously determine the decision to buy (or, alternatively not to buy) a certain product. These can be differentiated in terms of consumer and shopper insights:

The consumer is the person who consumes or uses a product but is not necessarily the person who buys a product, decides to buy a given product or is involved in the decision making process. Particularly with regard to buying food products, not every consumer is the also the shopper responsible for buying the product. This is a significant difference! In determining consumer insights, the central issue is above all the understanding of all predispositions – factors in existence before the product is purchased, among others, brand images in the mind of the consumer but also preferences in terms of shops where products are purchased, etc.

The shopper is the buyer (or also the non-buyer!) at the POS. Generating shopper insights involves all aspects pertaining to the POS, above all, it is a matter of answering the following questions: why does a shopper buy a certain product, why does he not buy a different one and to what extent does the current situation at the POS influence this decision (the atmosphere, the store concept, the shelving (layout), communication, the brand and the packaging)?

In reflecting on both sides parallel to one another, it is possible to create practical insights: the knowledge of the brand awareness of the consumer and an understanding of the behaviour of the shopper result in the right decisions in practice!