We decided to launch Supermarket UK to build a picture of changing values and behaviours of UK shoppers, and look at how supermarkets will need to adapt media and marketing plans.
Our Supermarket UK series will investigate the effect of societal changes, including the economy, new technologies and social media, on supermarket consumer behaviour, and examine trends for the future.
By working with our insight team, Supermarket UK will draw together findings based on our set of proprietary research tools. Both our SpaceID tool (award-winning, if we may!), which has been measuring the value profiles of the UK population since 2006, and the recently announced Social Media Behavioural Index (SMBI), will be used extensively along with other tools to be announced. All of this will culminate in a full report to be published during 2012.
The first study will be released this side of Christmas. Based on SpaceID, the research will investigate the changing profile of shoppers in the UK over the past three years, since before the recession. It will profile the personality base of each of the big six supermarkets – Tesco, ASDA, Waitrose, Sainsbury’s, Morrison’s and Co-Op – and demonstrate customer poaching opportunities.
Keep this link on Emerging Spaces bookmarked and follow us on the hashtag #SupermarketUK on Twitter (SMG_London), for more updates.