Quantitative Ethnography™: Differentiated Data Drives Differentiated Insights
SmartRevenue believes the most effective sales and marketing platforms are built from differentiated data. We created Quantitative Ethnography™ to capture and unify multiple data streams in order to provide clients with actionable, in-context, point-of-experience insights.
Real Customers, Real Trips, Real Context
SmartRevenue's Quantitative Ethnography™ integrates the richness of qualitative research with the robustness of quantitative data. By unifying data that is traditionally kept apart - attitudinal, observational, and behavioral - we capture what the customer/shopper/guest says, does, and buys.
Multiple Data Streams, Integrated
SmartRevenue's Quantitative Ethnography™ provides a robust and holistic picture of who the shopper is, how they shopped, what they purchased, and why by combining multiple data collection methods:
- Open-End Voice-Recording
- Photo and Video
- Ethnographic Observations
- Product Scans
Data Collected by SmartRevenue's Ethnographic Global Field Force
Interviews and observations are conducted by SmartRevenue ethnographers, who are trained in SmartRevenue methods, protocols, and technologies as well as project- and retailer-specific standard operating procedures. Ethnographic observations of individual shoppers are linked to interviews to extract shopper segments, need-states, drivers, and hot-spots. Interviews are conducted using mobile and/or tablets and allow for complex custom surveys, open-end voice recordings, video/photography, and scans of UPCs, loyalty cards, and sales receipts.
By integrating observations, surveys, voice recordings, video/photography, and scans, SmartRevenue is uniquely able to provide clients with real-world, in-context insights.
Leverage Quantitative Ethnography to develop:
- Decision Trees
- Market Structures
- Purchase Decision Hierarchies
- Shopper Segmentations
- Path to Purchase Studies
- Shopper Circuitry™
- Data Whitespace™ Shopper KPI Metrics
- Ethnographic Choice Modeling
SmartRevenue's Philosophy on Shopping Principles
Learn more about SmartRevenue Ethnography and how we apply our ethnographic lens to align and integrate different consumer and shopper models to provide actionable insights. Download SmartRevenue's Philosophy on Shopping Principles
Quantitative Ethnography: Methods
IN-STORE/ON-SITE INTERVIEWS AND OBSERVATIONS: POINT OF PURCHASE, EXPERIENCE, AND CONSUMPTION
Interviews are conducted by SmartRevenue ethnographers, who are trained in advanced anthropological field methodologies and the behavioral sciences. Ethnographic observations of individual shoppers are linked to interviews to extract shopper segments, need-states, drivers, and hot-spots. Interviews are conducted using tablets that enables ethnographers to conduct complex custom surveys, record open-ended responses, scan shopper basket UPCs, loyalty cards, and sales receipts, and capture video/photos. By integrating observations, surveys, voice recordings, and scans, SmartRevenue is uniquely able to provide clients with the voice of their shopper. Based on the learning objectives, SmartRevenue conducts interview intercepts in-aisle, at the entrance, and/or at the exit.
In-Aisle Intercept Insights
- Awareness, perceptions, and beliefs of channel, category, and brand
- New products: where are they sought? where are they found?
- Who is the consumer? who is the shopper?
- Purchase drivers
- Trip drivers: channel choice, retailer choice
- Trip types: stock-up, fill-in, special occasion
- Out of stock scenarios (i.e. where else will the shopper shop for these needs)?
- Barriers to trial/purchase
- Benchmarks: cross-category & cross-channel
Entrance Interview Insights
- Pre-store media, marketing, and promotion effectiveness
- Planned category visits, purchases, and spending
- Household dynamics and habits
Exit Interview Insights
- Unplanned category visits, purchases, and spending
- Conversion at the store and category levels
- Closure rates to quantify missed opportunities
- Effectiveness of in-store media, displays, and promotions
- Shopability of store and category
- Total ring
FLOW COUNTING (CUSTOMER/SHOPPER TRAFFIC COUNT)
Flow counting enables the development of shopper-centric retail environments by quantifying shopper traffic flows, patterns, and behaviors at the store, category, shelf, and display levels. SmartRevenue provides a precise, robust, flexible, and cost-efficient solution that can be quickly deployed without encumbering customers or their retailer.
Flow counting is conducted by SmartRevenue ethnographers, who are trained in anthropological techniques to unobtrusively observe, discern, and quantify shopper behaviors including:
Who the shopper is:
- Group size
- Cart or basket
- Traffic by day and day-part
What the shopper does:
- From which aisle/category does she enter?
- Browses or passes through aisle?
- Browses or passes by display?
- To which aisle/category does she exit?
SmartRevenue also offers a variety of automated flow counting tools and techniques including video mining, path tracking, and infrared to provide the right tool for the right job. Insights include:
- Closure rates to quantify conversion opportunities at the store, category, aisle and shelf levels
- Heat maps to identify store hot and cold spots
- Navigational pattern analysis to:
- Optimize layouts and planograms
- Enhance visibilities
- Improve assortment size and facings
- Increase impulsivity through the use of adjacencies
Linked with ethnographic observation and in-store interviews, flow counting enables clients to know the right merchandising--displays, packaging, promotions, and messaging-–and the right place--shelf, FSD, endcap, etc.--to better target and reach the right shopper.