Case Studies

Geographies Covered

9 cities in India, 8 cities in China and 4 cities in Indonesia

Project Objective(s)

To identify the ideal category definition & segmentation, Channel dynamics, Shopper profile, Shopper mission, Shopper behavior across path to purchase of coffee, instant noodles, chocolates and maternal milk product category in the context of the different channels – via Video interviews, exit interviews, in-store interviews

Study Methodology and Specifics

8,200 in-store/ exit interviews were conducted in 166 outlets across major cities in India, China and Indonesia

Focus group discussions (video recorded) were conducted across 10 major cities in India, China and Indonesia. Transcripts of the focus group discussions in English were shared with the client

50 video interviews were conducted with female shoppers

Final data file of 8,200 in-store/exit interviews was delivered in SPSS format to the client. Data uploaded in customised template directly to client servers

Segmentation Report and Path to Purchase Behaviour Report were presented to client.