Shopper Insights
Turning shopper insights into compelling stories that show retailers how to grow the total category.
Winning at retail means showing how your brand drives category growth. At Summit, we uncover the real drivers of shopper behavior and translate them into stories that resonate with retailers and strengthen partnerships.
We use a mix of qualitative and quantitative methods to capture the shopper journey and highlight growth opportunities
Qualitative
- Shop-alongs & Observation – Walking with shoppers in-store or online to see choices in real time.
- In-store Intercepts – Quick conversations after purchase to capture motivations.
- Digital Diaries / Mobile Missions – Shoppers share photos, videos, and reflections over time.
- Path-to-Purchase Mapping – Tracing how shoppers move from awareness to choice.
Quantitative
- Category SKU Optimization – Defining the most efficient SKU mix across a total category (brand + competitors) to demonstrate growth potential—a powerful tool that shows category leadership.
- TURF Analysis – Identifying which SKUs (flavors, pack sizes) maximize reach or revenue internally. Our enhanced “TURF 2.0” provides deeper insight for lineup optimization.
- Price Elasticity & Promo Modeling – Measuring how shoppers respond to price shifts and promotions to guide profitable strategies.
- Endcap & Display Research – Testing product pairings and displays that deliver the strongest lift.
We’ve applied these approaches across leading retailers, including Amazon, Walmart, Target, Costco, Sam’s Club, Kroger, Publix, CVS, Instacart, Walgreens, Dollar General, and Home Depot.
From aisle layouts to SKU lineups to endcaps, our shopper insights equip brands with growth stories that align with retailers and win on the shelf.