Shopper recruitment
Participants are invited through a relevant promotion touchpoint during the purchase context.
Methodology
A focused method for understanding the reasons behind shopper behaviour.
Promotion Diagnostics combines in-the-moment recruitment, short adaptive conversations and structured qualitative analysis.
AI-moderated interviews
A concise voice conversation captures responses in the shopper’s own words.
Dynamic follow-up questions
The interviewer responds to answers and explores relevant context rather than following only a fixed script.
Structured analysis
Responses are grouped into themes such as motivation, alternatives, switching and promotion triggers.
Optional longitudinal follow-up
Participating shoppers can be contacted after approximately 4–8 weeks to discuss usage and reported repurchase.
Interpretation and management insights
Patterns are translated into careful implications and learning questions for future promotions.
What the method can and cannot tell you
Can help understand
- Purchase motivations
- Reported previous behaviour
- Alternatives considered
- Promotion triggers
- Reasons for repeat purchase
- Qualitative patterns
Does not by itself measure
- Causal incrementality
- True customer-level retail purchase history
- Representative market share
- Verified new-to-brand status
Promotion Diagnostics is designed to complement sell-out, POS, loyalty and panel analytics with the shopper’s perspective.