Torch Media reveals new shopper insights
Torch Media is set to launch a new tool for marketers and media buyers – showing how shoppers make their decisions.
The announcement:
Marketers and media buyers will soon be able to gain a much deeper understanding of shoppers and their decision-making process with TorchMedia’s funding of an exclusive shopper-focused Nielsen Panorama module.
With more than 50,000 respondents in the Panorama database, the independent research promises very detailed information from the different shopper segments across a wide range of demographic and psychographic factors, as well as purchasing behaviour down to product category level.
The module will reveal how shoppers shop different categories, the key influences and the critical role that advertising – and other communications including packaging and price – plays in this process.
TorchMedia general manager of marketing & commercial Kirsty Dollisson said: “We anticipate that the insights provided by the Panorama results will enrich our already useful tools, and further improve our ability to advise and guide our clients to create effective shopper media campaigns.”
The move builds on TorchMedia’s suite of research and planning tools it provides clients, including its Shopper Media Planning App, available at www.torchmedia.com.au or as a free iPhone app, and heat mapping technology, which can predict shopper movement through the store.
The Panorama research will cover all the key food and beverage categories, and will delve into purchase motivators – product innovation, price promotion, value for money, multipacks, celebrity endorsement, convenience and the like.
It will also look closely at the information sources that shoppers use, such as packaging, catalogues, ads at the shelf, in-store radio, information leaflets and product sampling, either inside or in front of the store.
The first Panorama shopper module results will be available soon from TorchMedia.
Source: Torch Media press release
