Event Preview: Alison Chaltas on Shopper Insights

When it comes to insights, cutting-edge brands are throwing away their traditional techniques and weaving in neuroscience, social media and passive metering to take on all things shopper.Next week, Ipsos will address this phenomenon head-on with actionable examples from leading brands during a Path to Purchase Expo (P2PX) session entitled “Life Path – Cutting Edge Techniques to Decipher P2P 3.0” taking place on Sept. 27 in Rosemont (Chicago).We had a chance to speak with Alison Chaltas, Ipsos’ global president, to learn how to gain the right insights, and how to do it better, faster and with greater actionability at retail.In your P2PX session entitled "Life Path – Cutting Edge Techniques to Decipher P2P 3.0," you’ll discuss how brands are throwing away traditional methods in favor of those that weave in techniques like neuroscience. Why do you think that trend is taking shape?Technology has transformed the world of shopping and is changing how we buy absolutely everything. New disruptive shopping models evolve every day, challenging long standing and brilliant brands to change – and fast.How do you think the new era of the “always on” omnichannel shopper is impacting shopper insights? The traditional understanding of "shopper" no longer applies. The line between consumers and shoppers is blurrier every day. If we wait for a shopping trip, we’ve missed it.What are some tips you can give a brand for successfully uncovering and developing effective shopper insights?Holistically map one integrated path to purchase and view online/offline touchpoints together. Shoppers no longer separate physical and digital. Why should we?Clearly define how different touchpoint investments build on your brand salience to grab the shopper's attention. TP impact should guide your shopper marketing investment.Then dig deeper into understanding how to improve conversion at point-of-sale across channels.Conversely, what mistakes have you seen that should be avoided?Investing in new and incremental e-commerce research technologies without revisiting your entire insights plan. Shopper insights must compare across channels to provide a clear picture.What do you think the future of shopper insights holds five years from now?If our industry gets it right, the yin and yang of shopper insights will come together. Meaning, behavioral science enabled qualitative insights and big data driven quantitative insights will help us anticipate shopper behavior as the internet of things explodes.It’s not too late to register for Chaltas’ session next week. To learn more, click here.

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