V is for verified

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Your guide to optimising growth with
powerful verified shopper research

Verified Shopper Research

An analytics solution from Circana
Not all research
is created equal.
V is for verified | An FMCG Outlook Report from Circana 3

Are you getting the ‘why’ behind the buy?

As retail continues to rapidly evolve, how well do you really know your shoppers and how to
connect with them? Granular shopper insights are more critical than ever, especially in this
increasingly fragmented omni-channel environment, because we know that what shoppers say
they do is not always what they actually do. But is your research working hard enough?

The most powerful shopper research Verified research links shopper attitudes
is verified. to actual purchase behaviours.
Verified research will empower you to understand Verified research reveals and quantifies the ‘why’
shopper attitudes and behaviours – critical to behind the buy. It is:
helping: • validated against actual purchasing behaviours
• a dapt your product and marketing strategies of shoppers with a retailer or within a category
to best meet shopper needs, optimise mental • identifies and engages all verified shoppers Contact us
availability and grow household reach based on specific behaviours linking their for a FREE
• focus your resources on the most viable targets attitudes to purchasing based on clearly defined
CONSULTATION to
• b etter measure the impact of how you use your research goals
get to know your
initiatives. • does not set quotas – we talk to all verified shopper
Circana Shopper Panel buyers, resulting in more
robust results and a higher completion rate.
The lowdown on
verified research.
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Verified shopper panels reveal dynamic demographic insights.

Define your shopper attitudes by verified Different
Different Buyers
Buyers Groups
Groups by verified
by verified purchase behaviours
purchase behaviours
household purchase behaviours beyond
the traditional demographic attributes.
Channel / Retailer /
This type of research also uncovers New, Lapsed,
Category / Brand /
conscious and unconscious behaviours Shopper Surveys sku buyers
Retained (NLR)
and reveals the reasons behind:
Pre-selected group of
• heavy, medium and light purchasing households (sample)
• new, lapsed and retained buyers based on recorded purchase Accepters / Rejecters Lost Buyers
for the category in Circana’s (Trial & Repeat) & Decliners
• p roduct trial, repeat purchasing and Shopper Panel. Survey is
product rejection sent out by an email to
• c ustom defined segments (i.e. verified the main grocery buyer
pack sizes buyers, custom typed in household. Heavy, Medium Custom buyer groups
segmentations, etc.).
& Light (HML) (e.g. Segments)
V is for verified | An FMCG Outlook Report from Circana 6

Get ahead with key insights in a specific category, brand, channel or retailer.
With verified shopper insights, you’ll learn:
•w
hat is important for shoppers when purchasing in a category,
including triggers and barriers
• h ow your brand is delivering what is most important to shoppers,
relative to current needs and key competitors
•w
hy shoppers choose your new product and what they think of it
• t he role of specific usage and attitudes in shopper purchase
behaviours – what is most important to them in your category
• c hanging shopping behaviour over time – from why shoppers
leave your brand to why they purchase more or less.
There are big
benefits for brands
and retailers.
V is for verified | An FMCG Outlook Report from Circana 8

Spotlight on brands Perception Map: Brands

Perception
Category attribute Map:[Link]
importance Brand performance
Verified shopper research gives brands Category attribute importance vs. Brand performance
and manufacturers the ability to:

High
• adapt product and marketing strategies Key Vulnerabilities Competitive Advantages
more confidently Attributes which are important Attributes which are important
• better address specific needs and to shoppers however brand to shoppers and where the
performance is low. These brand performs well.

Attribute Importance
influence shoppers in-store and online. should be a focus for action. Leverage these advantages.

Potential Vulnerabilities Potential Advantages

Attributes which are less Attributes which are less important
important to shoppers to shoppers and where the brand
and where the brand performs well. Potential advantages
performance is low. to leverage for differentiation.
Low

Low Brand Performance High

V is for verified | An FMCG Outlook Report from Circana 9

Spotlight on brands Brand X has an opportunity to better meet brand perception for shoppers aware of the brand.

Perception Map
Perception maps provide an actionable Perception Map: Category Attribute Importance vs Brand X Performance
Category
All category Attribute
buyers Importance
aware of BrandvsX Brand X Performance | All category buyers aware of Brand X
framework for leveraging the power of
verified shopper attitudes from Circana’s Key Vulnerabilities Competitive Advantages
surveys. Leveraging survey responses,

High
VFM Suitable to skin type
we can reveal how the brand delivers
Quality
against the key category attributes that Dermatologically tested

shoppers seek when deciding which Product range

Attribute Importance
brand to purchase. Ingredients Texture
Frangrance-free

Free of nasties
Reviews

Australian made
Packaging
Recommended
Low

Potential Vulnerabilities Potential Advantages

Low Brand X Performance High

V is for verified | An FMCG Outlook Report from Circana 10

Spotlight on brands Those that have purchased the brand perceive it to meet most attributes well and therefore
driving trial is a key opportunity to gain more buyers.
Perception Map
This is even more powerful when Perception Map: Category Attribute Importance vs Brand X Performance
you’re able to understand those same BrandCategory Attribute
X VERIFIED BuyersImportance vs Brand X Performance | Brand X VERIFIED Buyers

perceptions by VERIFIED buyers of your Key Vulnerabilities Competitive Advantages

brand previously captured through the

High
Suitable to skin type
Circana Shopper Panel. The advantage VFM
Quality
of this is that we can identify how these Dermatologically tested

buyers answered the survey. For example, Product range

Attribute Importance
as outlined here, the verified buyer of Texture
Ingredients

Frangrance-free
Brand X has a more positive perception
compared to all those who are just
‘aware’ of the brand.
Free of nasties
Reviews

Australian made
HINT: Verified brand buyers have Packaging

stronger perceptions towards a brand. Recommended

Low

Circana helps you uncover those

perceptions with our unique verified Potential Vulnerabilities Potential Advantages
research approach. Low Brand X Performance High
V is for verified | An FMCG Outlook Report from Circana 11

Spotlight on retailers Perception Map: Retailers

Perception
Attribute importance Map:
vs. Retailer Retailers
performance
Verified shopper research provides Category attribute importance vs. Retailer performance
retailers with the ability to:

High
• understand the key store choice Key Vulnerabilities Competitive Advantages
drivers for different departments Attributes which are important Attributes which are important
• understand how to attract different to shoppers however retailer to shoppers and where the
performance is low. These retailer performs well.

Attribute Importance
buyers into the retailer (i.e. heavy should be a focus for action. Leverage these advantages.
category buyer compared to light
category buyer)
• understand drivers of banner / channel Potential Vulnerabilities Potential Advantages
switching Attributes which are less Attributes which are less important
• ensure that shoppers keep you as important to shoppers to shoppers and where the retailer
and where the retailer performs well. Potential advantages
retailer of choice and maximise traffic. performance is low. to leverage for differentiation.
Low

Low Retailer Performance High

V is for verified | An FMCG Outlook Report from Circana 12

Spotlight on retailers Promotions / special and a limited range are vulnerabilities for daily purchases, however
retailer’s exclusive range differentiates it from other retailers.
Perception Map
As with a brand, Circana’s bespoke Perception Map: Category Store Choice Drivers vs Retailer Performance
Category
VERIFIED Storebuyers
Category Choice in
Drivers vs Retailer Performance | VERIFIED Category buyers in the retailer
the retailer
perception maps provide a useful and
much deeper insight into Circana’s Key Vulnerabilities Competitive Advantages
surveys by helping to uncover key store

High
VFM
Availability
choice drivers and important attributes Promotions / Specials Quality

by department. It also helps retailers Ease of shopping the category

understand how they deliver on these

Proximity

Store Choice Drivers

needs.
Retailer I know and trust

Understanding the differences in In-store range

retailer performance by leveraging

verified purchase behaviours (i.e. heavy, Online range
medium and light) unlocks insights into
advantages or vulnerabilities for the Catalogue

retailer and the main grocery buyer of Exclusive products

Parking
the household.
Low

Potential Vulnerabilities Potential Advantages

Low Retailer Performance High

V is for verified | An FMCG Outlook Report from Circana 13

Spotlight on retailers Heavy Category buyers, however, consider the retailer underperforms in most of the key
attributes, risking future purchase consideration at the destination.
Category
Perception Store
Map: ChoiceStore
Category Drivers vs Retailer
Choice DriversPerformance
vs Retailer Performance
VERIFIED
VERIFIED Category
Category buyers
buyers in theinretailer
the retailer – Heavy
– Heavy Category
Category buyers
buyers
Key Vulnerabilities Competitive Advantages

High
VFM
Availability
Quality
Promotions / Specials
Ease of shopping the category

Proximity

Store Choice Drivers

Retailer I know and trust

In-store range

Online range

HINT: Circana’s bespoke

perception maps unlock unique Catalogue

insights to help your brand or store Parking

Exclusive products

to have the advantage of how

Low

shoppers really answer surveys. Potential Vulnerabilities Potential Advantages

Low Retailer Performance High

The power of
verified shopper
research
from Circana.
V is for verified | An FMCG Outlook Report from Circana 15

As the largest panel provider in Australia, we know shoppers.

HINT: There
Our highly engaged panel boasts an average Three steps to activating verified shopper research are no set quotas
strong response rate of more than 40%. on research
We have a unique ability to both conduct
quality controlled verified shopper research
1 Engage Circana’s industry-leading Shopper Panel
We identify households with the specific shopping behaviour you need to
understand, then survey the main grocery buyer.
ensuring you have
robust results for
analysis.
for your brand to understand your shoppers
AND provide you the ability to track ongoing 2 Design bespoke surveys to address your specific business questions
By identifying different buyer groups through verified shopper behaviours, we
purchase behaviours of different shopper can analyse the survey and understand similarities and differences that you can
segments. With Circana, you’ll always be segment by and understand; for example, what light and heavy buyers have in
common when selecting which brand to purchase.
one-step ahead of your shoppers and their
evolving needs and changing behaviours.
3 Leverage shopper groups based on verified purchase behaviour to fully
understand motivations
For example, to ascertain triggers and barriers to purchase, we would identify and
customise different buyer groups by retailer or category (such as ‘heavy category
buyers’) to understand why those shoppers:
• like or don’t like a new product
• are heavy purchasers of brand to inform communication with light buyers
• have been buying less or stopped buying a brand, including lack of self-awareness
in behaviour change
• have specific attitudes within an existing segment.
Verified shopper
research in action.
V is for verified | An FMCG Outlook Report from Circana 17

Accelerate your performance with verified shopper surveys from Circana.

As shopper research specialists, we take
the time to effectively: But don’t just take it from us.
Here’s how we helped our client.
• understand your key business questions
• design and deliver end-to-end research Their Challenge: A health and beauty manufacturer had brands across The valuable insights
multiple adjacent categories that weren’t performing. They urgently
that we received helped
• build a holistic story of your business needed to understand shopper perceptions of the brands within the context
of category-specific attributes. to align the business
performance with multiple data sources
on what is important
• deliver the right level of insights to develop Our Approach: Circana designed a multi-phased verified research to shoppers when
approach providing detailed category level understanding and evidence of
more effective marketing strategies. how the brands were performing against clearly defined attributes. Through purchasing from our
this research, key opportunity areas were identified including product category. This has
formulation, packaging and communication of product benefits. helped us to discover
areas that need more
The Outcome: The research ensured quantifiable support for re-formulating
products to better deliver on shopper needs, harmonising branding and focus.
product packaging across the portfolio to deliver stronger brand assets
at shelf, and better articulation of key product benefits to shoppers.
The Circana
difference
is verified.
V is for verified | An FMCG Outlook Report from Circana 19

How we deliver you the ultimate shopper intel.

Contact us
There is a critical need for insights for a FREE
everywhere that your brand or category is CONSULTATION
Team Our team brings deep industry knowledge and
available. That’s where we come in. Circana experience across analytics, retail, media, and to get to know
provides clarity into omni-channel dynamics. your shopper.
shopper research and regularly deliver bespoke
We’ll tell you: analytics projects to answer key business questions
• who bought your products across shopper activation, merchandising, revenue
growth and marketing effectiveness.
• the trade-off decisions they make
• what product characteristics drive sales
among key consumer segments Panel Our panel comprises over 13,000 households – the
largest in Australia – representative of our evolving
• where and what they are most likely to population: demographically, geographically, nationally,
purchase. socially and economically.
We understand the ever-evolving FMCG
landscape and how to integrate multiple
datasets to deliver actionable insights into Tech Our technology captures purchases as they happen in
real time, linking attitudes back to actual purchases.
client business challenges.