Simple guide to the different types of consumer, category & shopper data that can be used to grow your brand

Whenever we start a new project one of our first questions is always 'What data do we have?'
because without real insights we are often left with opinions & assumptions which can be overly optimistic or just plain wrong.

In simple terms there are 3 types of data you can use to find insights about your consumer, category or brand:-

1. Syndicated reports (macro trends, industry & category reports etc)
2. Category data (retailer EPOS, continuous shopper panels etc)
3. Consumer research (bespoke quantitative & qualitative, social listening etc)

All of this data needs some investment, but it also needs a clear strategy to ensure you get the right insights at the right time to maximise your ROI and avoid making more expensive mistakes further down the line.

Read More