Market in View successfully recruited study participants for a food industry client. Several shop-a-longs and in-home interviews were conducted in one of the major US markets. Participants were initially screened online and requalified via phone interviews. To insure the client’s target audience was achieved, special attention was given to their grocery store shopping preferences, their level of shopping participation, and specific demographics. Participants provided valuable feedback during each of the two hour sessions which contributed to the client’s market research, allowing them to craft marketing messages appropriate to attract new business and enhance the overall brand image.

service: Qualitative
completion date: March 2016

the approach: Participant targeting requirements included identifying six individuals within a specific market demographic. Following the initial survey, all qualifying participants were phone interviewed to ensure they exhibited specific food purchasing habits and attitudes; special emphasis was placed on a specific grocery store chain. The one hour shop-a-long provided insight into overall brand impressions, reactions regarding the store atmosphere, and interactions with store employees. The store shopping experience was followed by a one hour, in-home interview which provided in-depth insights from the shoppers.
the results: Market in View was able to quickly and accurately identify participants who freely shared insights on brand awareness and image. The resulting research contributed to the client’s marketing strategy regarding this grocery store retailer.