Nailbiter

Winning at the digital shelf doesn’t come from a universal strategy. It comes from a strategy built specifically around your channel, your category, and your product, in that order. What works on Amazon won’t automatically work on TikTok Shop, Walmart.com, or Instacart. What works in snacks won’t work in baby care. What works for a challenger brand entering a category won’t work for the legacy leader trying to defend its position. The playbook, if you’re going to call it that, has to be built from the ground up every single time. Ready to learn more about what it takes to build a winning e-comm playbook? Start here: https://lnkd.in/g3GFB6FW

Four different research methods. Four different answers. Hmmm... That's the problem with better-for-you claims right now. Ask shoppers what matters to them, and you'll get a clean, confident answer. Watch what they actually put in the cart, and it often tells a different story. The say-do gap isn't new, but better-for-you trends are stretching it further than traditional research can stretch with it. At Quirk's Media New York 🗽, join our co-founder, Amit Dhand, on stage with Shantanu Mulay of Mondelēz International. Together, they will unpack exactly where that gap shows up and how to close it. Room 2 | 12:00-12:30pm | Wednesday, July 29 Expect a real case study, not theory: which BFY benefits actually drive behavior, which ones shoppers ignore despite what they say, and how brands are using that distinction to make sharper, lower-risk innovation calls. If your innovation pipeline is banking on stated preference, this session is a gut check worth having before the bet, not after. See you in the Big Apple! 🍎

Every brand in e-commerce has data. Clickstream, heat maps, cart abandonment, search performance. Most brands look at all of that and think they know what's going on. They're only seeing part of the picture. The data tells you what happened. It cannot tell you why a shopper chose a competitor. It says nothing about the shopper who scrolled past your product without clicking. And that shopper, the one who never engaged at all, is often where the most important strategic insight lives. Understanding the "what" without the "why" is like reading the final score of a game without watching a single play. We wrote about what it actually takes to build an e-comm strategy grounded in real shopper behavior. Read it here. https://lnkd.in/g3GFB6FW #ecommerce #shopperbehavior #cpg #digitalshelf #consumerinsights

Consumers say they want better-for-you. Their carts tell a different story. That gap between stated preference and actual purchase behavior isn't shrinking, it's getting wider as "healthier" claims multiply on shelf. Traditional research keeps asking shoppers what they think. It's not built to catch what they actually do at the moment of truth. Experts Amit Dhand of Nailbiter and Shantanu Mulay of Mondelēz International will tackle this head-on at Quirk's Media NY. Room 2 | 12:00-12:30pm | Wednesday, July 29 The session breaks down a case study in which four research methods produced four different answers, then shows why behavior, not recall, is the strongest predictor of what shoppers actually choose. You'll see which better-for-you claims genuinely move behavior, which ones shoppers tune out, and how observational data separates the two. For anyone making innovation bets in this category, this is the framework to reduce risk rather than guess at it. Ready for a 30-minute session that will change how you think about consumer insights?

Anyone else actively compare prices on their phone while they’re standing in store? Yeah, we do it too. Luckily, our videometrics methodology captures this current reality. You need to know: Will half of them walk away if they find a better deal online? Will the retail display keep them engaged? Will the marketing claims drive purchasing decisions? There is not just ONE TYPE of shopping journey, so having an omnichannel insights strategy is imperative! Are you getting the data you need to adapt strategy across channels? If not, let’s talk. #Nailbiter #ShopperInsights #CPG #OmnichannelRetail https://lnkd.in/g7xSdXhN

This year's Greenbook IIEX was truly an amazing show, and we were so happy to be joined by Summer Bell of The Coca-Cola Company to talk about the work their team has done to truly understand the consumption occasion for their mini can. Sounds easy, but the study and outcomes were rather surprising. The best part was their willingness to let Amishi Takalkar show some of the real videos from the study. These are the foundation of truly understanding shopper behavior - not from recall or their wishful thinking, but seeing and hearing them shop the aisles and make their choices. What was your favorite part of this year's show Mike Lisa Lucy Karen Nico Anish Wilko Anders Joseph Dan?

Make a list, check it twice… …still come out of the grocery store with 10 extra things! Shopping journeys are messy! And brands need to know what is happening along the entire path to purchase. That moment when a consumer decides they need your product isn't happening where you think it is. We've been tracking real shoppers from initial need to purchase, and the patterns are eye-opening. Want to see our "subway map" of where your category decisions are really happening? #Nailbiter #ShopperInsights #CPG #P2P https://lnkd.in/guY6gwNc

Consumers say they want better-for-you. Their carts tell a different story. That gap between stated preference and actual purchase behavior isn't shrinking, it's getting wider as "healthier" claims multiply on shelf. Traditional research keeps asking shoppers what they think. It's not built to catch what they actually do at the moment of truth. Experts Amit Dhand of Nailbiter and Shantanu Mulay of Mondelēz International will tackle this head-on at Quirk's Media NY. Room 2 | 12:00-12:30pm | Wednesday, July 29 The session breaks down a case study where four different research methods produced four different answers, then shows why behavior, not recall, is the strongest predictor of what shoppers actually choose. You'll see which better-for-you claims genuinely move behavior, which ones shoppers tune out, and how observational data separates the two. For anyone making innovation bets in this category, this is the framework for reducing risk instead of guessing at it. Ready for a 30 minutes that will change how you think about consumer insights?

Your planogram was built on data. But was it built on behavior? There's a meaningful difference between what shoppers say they'll do in an aisle and what they actually do. Most planograms are optimized around the former. That's the gap where category growth gets left behind. Nailbiter's Aisle of the Future methodology decodes real shopper behavior across multiple retailers and planogram configurations to reveal what actually drives Notice, Cart, and Conversion, and what quietly kills Shopability before a shopper ever reaches for a product. The result isn't a tweaked planogram. It's a category growth story with the behavioral evidence to back it up, the kind that makes retailers pay attention and positions your brand as a true category captain. If your current planogram was designed around assumptions, it might be time to find out what the aisle is actually telling you. READ MORE HERE: https://lnkd.in/gHMv4qdj

Most brands launch with confidence. They have the survey data. They ran the focus groups. They know what their shoppers said they'd do. And then the product hits the shelf and reality disagrees. Hmmm...what happened? PepsiCo wasn't willing to bet a major platform launch on recalled opinions. They wanted to know what shoppers actually do when they're standing in the aisle. Concept testing at shelf. Real-time reactions. Price elasticity across six tested price points. A home use test that confirmed whether the taste story held up. Three phases. Each one answering a different question. Each one building toward a launch decision grounded in behavior, not belief. That's what good behavioral research looks like. https://lnkd.in/ghMaybin #Videometrics #ShopperInsights #CPG #BehavioralScience #ResearchDesign