Capstone Shopper Insights

In-Store / On-Site Consumer Interviews

In-store and on-site consumer intercept interviews are ideally suited for determining consumers' perceptions, attitudes, motivations and behavior when they are fresh in the consumer's mind.

CAPSTONE can conduct in-store consumer intercept interviews in almost any MSA and in most retail accounts, including supermarkets, drug stores, specialty stores, convenience stores and cigarette and tobacco stores. We can conduct on-site intercept interviews in almost any venue.

Some Applications

• Determine consumers' awareness and perceptions of in-store advertising, merchandising, displays, and promotional offers
• Determine consumers' awareness, source of awareness, and usage patterns of products in test market
• Assess consumers' perceptions of and satisfaction with consumer engagement events in which they just participated
• Develop buyer profiles
• Understand factors affecting consumer purchase decisions
• Evaluate brand imagery
• Determine what other products your consumers purchase (market basket studies)

Let Capstone

• Develop the screener and questionnaire according to your guidelines
• Recommend markets and retail accounts
• Gain retailer cooperation
• Conduct interviews
• Deliver customized tabulations in the medium of your choice
• Provide an insightful final report and analysis

Buyer Profile Surveys

Buyer profile surveys are designed to provide a profile of consumers who have purchased and tried your product, including their attitudes, usage patterns, future purchase intent, and prior experience with the product category.

Buyer profile surveys are especially well-suited for products with low purchase incidence and for new products or products in test market, delivering results in a cost-effective and timely manner.

Buyers are normally recruited though package on-serts, "peel-here" stickers placed on packages inviting the purchaser to complete a survey – in exchange for an incentive – after he or she has tried the product. One or more methods of participation in the survey can be offered to the buyer:

• On-line Survey: Buyer provided with web-site address to access survey
• Telephone Survey: Buyer calls in on toll-free number and completes survey with live interviewer or responds to automated telephone survey
• Smartphone Mobile Survey: Buyer texts keyword via Smartphone and receives text link to survey or scans QR code via Smartphone and is brought to survey link

Let Capstone

• Develop the questionnaire according to your guidelines
• Develop and produce the package on-serts
• Place on-serts on packages at retail – in virtually any market and trade class
• Collect data using the most appropriate methodologies
• Deliver respondent incentives
• Deliver customized tabulations in the medium of your choice
• Provide an insightful final report and analysis

Mystery Shop/Secret Shopper Programs

What are store sales associates telling consumers about my products? Are they providing accurate information? Are my customer service reps meeting established performance standards? Are in-store conditions up to standard?

These and any other questions can be answered by a mystery shop program designed to evaluate the retail experience – whether in-store, on-line, or via telephone – from the consumer’s perspective.

CAPSTONE conducts in-store, on-line, and telephone mystery shop programs on behalf of both retailers and manufacturers/distributors. Mystery shops may be conducted in virtually any class of trade and market.

Let Capstone

• Develop the shopper scenario and questionnaire according to your guidelines
• Develop the shopper rotation plan and shop schedule
• Execute the mystery shops
• Deliver customized tabulations in the medium of your choice
• Provide insightful summary reports and analyses

Re-Contact Surveys

Re-contact Surveys are ideally suited for measuring changes in attitudes, opinions, or purchase behavior over time.

CAPSTONE can re-contact respondents from in-store/on-site interviews or buyer profile surveys who have expressed an interest and willingness to participate in future surveys.

Depending on the preferences of the respondent and/or the options you decide to offer, CAPSTONE can re-contact and re-survey respondents using one or more of the following methods:

• Outbound telephone call from interviewer to conduct live telephone survey
• Emailed or texted invitation to participate in survey
  • Live telephone survey (inbound)
  • Automated telephone survey
  • On-line survey
  • Smartphone Mobile Survey

Let Capstone

• Develop the re-contact questionnaire according to your guidelines
• Collect data using the selected methodology or methodologies
• Deliver respondent incentives
• Deliver customized comparative tabulations in the medium of your choice
• Provide an insightful final report and analysis