FMCG News April 2016

Challenger brands and shopper research

Written by Shoppercentric

If your brand is not the market leader or category captain it’s quite possible you despair of ever getting beyond the price discussion with retail buyers. You don’t have the budget for large scale insight projects or extra analysis on panel data. Nor, perhaps, do the panels even have robust data for your segment of the category. This is the position that a number of our clients are familiar with. Yet challenger brands can have a unique perspective on category needs and growth opportunities, so I thought I’d share with you some thoughts on how to access insight to suit your position: