Shopper Insights: Actionable or Academic?

"I think retailers and manufacturers are peers when it come to access to information. ... I also think the information is complementary; each completes the other's view."

In terms of shopper insights data in use in retailing today, would you agree with this opinion? It was expressed by one of the respondents to the recent RetailWire study, Shopper Insights: Actionable or Academic? -- and, although representative of many of the nearly 600 retail industry participants, certainly was not the sentiment of all.

Read this analytical brief of the study for a look at:

• The particular value of retailer-specific shopper insights for a broad range of functions, uses and disciplines;
• Collaboration as a key component in generating and using shopper insights;
• The attention given to the way in which shoppers are segmented for shopper insights purposes;
• The importance of developing shopper insights for accounts beyond the #1 retail players in each market;
• Predictions for future investments in shopper insights practices.

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