LinkQ Moment
LinkQ Moment: A New Capability to Capture the ‘Real’ Moment of Purchase or Consumption from Kantar Worldpanel
Kantar Worldpanel is dedicated to continuously improving the way that we capture and understand both shopper purchase and consumption moments. Over the last 15 years, through our ‘LinkQ’ solutions we have been able to connect with our panelists via surveys to understand more about the ‘why’ behind their purchase decisions.
Over the last few months we have improved this capability to enable us to trigger a survey to panelists within 24 hours from the moment they record their purchase. This new capability is called ‘LinkQ’ Moment and this brings a number of benefits to both manufacturers and retailers.
To demonstrate these benefits, we conducted a pilot project for the Carbonated Soft Drinks category by sending a survey to 200 panelists who had consumed a CSD product with the previous 24 hours. Some of the key insights and implications from the survey results will be shown below.
Firstly, though, why is it important to trigger a survey as close as possible to the moment of purchase? Through our testing of this approach we found that 96% of respondents were accurately able to recall the trip they had made within the 24 hours previously. This is a very high level of recall compared to more traditional approaches which may require the respondent to recall a purchase from weeks, or even months before.
This is particularly important for high frequency categories, like snacks and beverages, where many shoppers will alternate between different variants and brands. The more the panelist can remember about the trip the more accurate their responses will be, which enables us to deliver more precise insights.
Impulse vs Planned
Understanding the proportion of trips that are impulse vs planned can guide strategy on the importance of pre-store vs in-store communication with potential shoppers.
In our pilot test we found that over half (56%) of CSD trips are purchased on impulse and are not planned. 16% of respondents planned to buy the category but had not decided which product to purchase yet and the remaining 29% had already decided the exact product they will buy before going into the store.
This means that 72% of shoppers are making the decision on which product to buy in-store and shows the importance of product placement and the effectiveness in-store marketing for this category in converting shoppers.
Product Location in Store
Understanding where your consumers pick products up from in the store is critical when it comes to planning your product location and in-store activities, especially if your brand operates in more impulse driven categories.
From our survey we found that there are some significant differences where the product is picked up from between older and younger consumers for the CSD category. Younger consumers are much more likely to head to the chiller to find their drink whereas older consumer prefer to go to the ambient main shelf.
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Jason Yu
Managing Director of Greater China
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