Saturday, April 28, 2012

The ‘User’ versus The ‘Chooser’

Cyndi Pyburn writes that the potential of shopper marketing is rooted in its focus on gathering insights about consumers when they are in the shopping mindset and applying these insights to influence their purchase decisions.  

However, time and time again, there is much confusion around a consumer and a shopper insight.  These terms are often used interchangeably.  But they are quite different.  Here is some clarity around the two.   Research findings that tease out and clarify the underlying truths….
  • in the pre-shopping state are consumer insights
  • at the point-of-purchase are shopper insights
If it’s easier, you can think of the consumer as the ‘user’ and the shopper as the ‘chooser’.

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