GSK Consumer Healthcare’s European Shopper Science Lab and its Research Advisory Board partnered with Ipsos and came up with a surprising thought:
Now that retailers have looked to apply certain aspects of the offline shopper experience into the online world, what would happen if you turned that informing ‘flow’ on its head – and applied some of the principles of the online world back into the bricks and mortar environment? Could value be created from this surprising inversion, for the shopper, the retailer and the product brand? What would be the rules and codes of any such approach? What do’s and don’ts would be revealed? And to uncover this – what kind of research techniques should we use?
A set of experiments was designed, executed in a realistic store environment, which harnessed and applied the principle of surprise as a tool to bring to the surface behavioural and attitudinal insight. By surprising conventional retail thinking (applying online to offline), surprising our respondents (within reason!), and challenging one or two conventional qualitative practice norms, actionable rules and models for devising value-adding in-store interventions could be identified.
And with certain counterintuitive truths revealed en route, some of these outputs were surprising – but valuable too.
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