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Consumers Get Strings Attached
UK agency SPA has launched a new tool designed to help retailers, brand owners and suppliers understand better how their categories are performing. 'Category Strings(tm)' quantifies eleven key drivers of consumer behaviour.
SPA's food and drink team used data from both retailing and manufacturing studies over a number of years to identify the 11 core drivers, or 'strings' which affect shoppers' purchasing decisions when buying within categories.
SPA says the tool has three core applications - as a one off study to provide a category health check, a repeated study to track changes and shifts in performance over time, or as a pre and post evaluation tool to test old versus new category layouts.
According to Dr Mark Thorpe, head of the food and drink team, says the product has been piloted with SPA's current client base, and is now ready for a wider audience. 'As a result of significant experience researching category performance, we have been able to refine our approach to the point where the model is operating consistently as an analytical and developmental category tool'.
SPA, one of the fastest-growing UK agencies in the decade since its establishment, is online at www.spa-mr.com . There is a separate site for the new product, at www.categorystrings.com
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