developed an innovative and unique methodology to test the impact of
merchandising on consumer purchasing behavior in order to allow accurate
judgments regarding customer reactions in China which could not be
obtained in a controlled environment.
Consumers go shopping under our observation (either
in-store or out-store), allowing us to directly appraise reactions and
subtle social nuances which are displayed by the customer. These nuances
are critical to properly gauging the reaction of the subject as both the
taste and reactions of subjects vary within the different regional areas
An example of the differing regional taste and
preferences is that while mineral water such as Evian is quite popular
in Shanghai, it is perceived to be less clean than distilled water in
Guangdong Province ö and (surprisingly) Hong Kong.
By unaffecting the environment, or inversely
stimulating it, we can measure the effects of price, promotion,
packaging, shelf set, shelf assortment, new product interest, and
substitution behavior. this type of study lets us use hierarchical
clustering and other multivariate techniques in order to determine which
products are competitive, complimentary, and unique.
We can unobtrusively ask customers questions and
obtain accurate spontaneous and unedited reactions.