Identifying and Quantifying The Lost Opportunities Not Captured By Big Data

Big data captured by retailers’ UPC scanners and customer loyalty cards reflect
what has sold, but do not reveal why people made their selections or measure what
people considered but left behind. Understanding shopper motivations and lost
opportunities requires an approach that integrates three types of data that are
typically kept separate: observations of actual shoppers; interviews about their
attitudes, experiences, and motivations; and basket scans of actual purchases.
This approach, called “quantitative ethnography,” draws on observations and
interviews with real shoppers on real trips. This article will discuss how this
methodology can drive action plans for manufacturers and retailers to stimulate
more trips and larger baskets.