Industry Research

Real World, in association with Colmar Brunton, has developed several significant benchmarking studies on consumer behaviour, focusing on relevant "hot topics" in the FMCG industry.

- Category Management Effectiveness in Australia
- Improving New Product Development Effectiveness
- Brand Management
- Account Management

The studies keep you up to date on the evolution of a particular key focus area in your industry and allow you to compare yourself against your peer group - finding out what they do differently and what they do best. This enables you to focus improvement efforts where it is most needed.

These research studies are available to purchase from Real World Marketing.

2005 studies

• Perceptions About and Attitudes Towards Retailer Own Label in Australia Today
  Our unique study into the Australian shoppers' perception of retailers brands and generics based on 6,000 main grocery shopper interviews, is a "must read" for anyone in this market today. Whether you are considering defensive strategies or wish to grow private label sales, you need to understand how shoppers see the market today, how their perceptions vary by category and brand, and how price influences their decisions.
  
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• Understanding the Australian Shopper's Attitude to In Store Promotional Activity
  This research shows how different consumers respond to typical FMCG in store promotions. We analyse how different promotions work across multiple categories, the variation in response depending on the brand, how promotions affect the brand/own label choice and indeed the impact that activity can have on store choice. If you are responsible for promotional investment, this is invaluable background .
  
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• Shopper Decision Tree Analysis
  At the heart of successful category management is the Shopper Decision Tree. We need to understand exactly how shoppers make decisions so we can develop the best possible layout, organise appropriate promotions, and develop NPD or own label strategies. Working with the Marketing Science team at Colmar Brunton, we have developed a new and robust way to generate a quantitative measure of the decisions process, including, for the first time, the critical "switch and walk" SKUs in the range.
  
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• Tailored Shopper Research
  Teaming up with our sister company, Colmar Brunton, we have Australia's leading capability in understanding the shopper drivers of category performance. We identify best practice in analysing shopper "missions", and using in store research to act as a springboard for category innovation. In many of our research projects we work with both manufacturer and retailer to maximise shared learning.
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