Understanding your shoppers is paramount when navigating the complex landscape of grocery retail. However, the path to such insights can vary significantly based on your specific needs and objectives.
At Trade Intelligence, we offer two distinct options: syndicated shopper reports and bespoke shopper research. Each has its unique benefits tailored to different business contexts and goals. This guide will help you discern which option aligns best with your requirements, ensuring you make an informed decision that maximises your strategic outcomes.
Our newly released ‘SA Grocery Shopper Report’ provides detailed comparisons of shopper profiles and behaviours across various segments, such as income and generation, based on MAPS data (20,000 shoppers) and a recent Ti shopper survey.
Understanding when to opt for such a syndicated shopper report versus commissioning bespoke research can be crucial for maximising the value and relevance of the insights you obtain.
Syndicated vs Bespoke Shopper Research: Which One is Right for You?
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Syndicated Shopper Report | Bespoke Shopper Research |
| Purpose | You need general shopper insights to optimise your channel, customer and shopper strategies | You have a specific problem to solve and need direction on a specific commercial objective |
| Focus and Scope |
You need an overall view of South Africa’s grocery shoppers across channels, retailers and shopper segments Covers wide-ranging topics and trends, highlighting differences and similarities across various shopper segments (income level, generation, etc.) |
Your question is more channel or category-specific, e.g. How pricing strategies impact shoppers’ choices In-depth analysis on particular areas of interest or concern |
| Exclusivity | You are comfortable knowing other companies will access the same report | You require proprietary information that will not be shared with others |
| Budget | Your budget is limited and you need ‘bang for your buck’ (Syndicated reports are priced very economically) | You have a larger budget to spend since you require customised insights that will be used for higher risk and/or return decisions |
| Input |
Ti has designed the research approach and analysed the output to suit a wider audience Utilises pre-collected data from MAPS (20,000 grocery shoppers) and a 2024 Trade Intelligence shopper survey |
You want to have input into the design of the research and analysis of the output Employs new, targeted data collection methods and bespoke methodology to get insights tailored to unique business needs |
| Timeliness | Immediate access to existing reports | 1-2 month* timeline to gather and analyse new data (*depending on scope) |
| Frequency |
Published in June 2024, to be updated annually. With the option of more specific shopper insights in channel-specific and special reports e.g. Informal Retail, E-commerce, Health and Beauty, Liquor, etc. |
Conducted as needed based on project requirements |
Making the Right Choice
Selecting between a syndicated shopper report and bespoke shopper research hinges on your specific business needs and strategic priorities.
If you require broad, cost-effective insights immediately, syndicated reports are the way to go. They are ideal for businesses seeking to understand general market trends and shopper behaviours across segments.
On the other hand, if your business faces unique challenges or is seeking out specific opportunities, investing in bespoke research will yield the most impactful results. This method is particularly beneficial for gaining competitive intelligence and making informed strategic decisions based on unique data.
By understanding the distinct advantages of each approach, you can leverage the right insights to ensure success in the competitive grocery retail market.
Explore Our Insights with the Help of Our Team
At Trade Intelligence, we are committed to helping FMCG suppliers and retailers navigate the complexities of the retail market with the right research tools. Whether you choose our syndicated reports or opt for bespoke research, our goal is to provide you with the actionable insights you need for profitable trading relationships and to drive growth in the ever-evolving retail landscape.
If you’re still unsure which option is best for you, our team is here to help! Reach out to us to discuss your needs and explore the solutions that best fit your requirements to drive your business forward.
Contact us today to get started.
Shelley van Heerden
Client Services Manager
shelley@tradeintelligence.co.za
+27 (0) 31 303 2803