Overview
The Overview page holds a few key insights selected from each of the more detailed sections on Shoppers, Retailers and Brands. For more detail on each, use the navigation menu at the top or the ‘See more’ links next to the insights.
Shoppers
This section contains all insights directly related to
- ‘Who’ the shopper is (Profiles)
- ‘Why’ they made the purchase choices they did (Shopper Motivations)
- ‘Where’ they went and what they saw as part of their journey (Touchpoints)
- ‘How much’ shoppers paid for the item and where relevant, related consumables (Shopper value)
Brands
This section holds metrics for brand performance and perceptions
- Brand funnel, i.e. Consideration / Shortlisting / Purchase
- Switching
- Brand recommendations (Brand NPS)
- Brand imagery (brand perceptions)
- Product reviews (sourced from online review crawling)
Retailers
This section holds metrics for retailer performance and perceptions
- Retailer conversion (retailer visits and purchases)
- Brand mix and distribution (brand shares by retailer)
- Retailer mix and Price distribution (price-band shares by retailer)
- Retailer recommendation (Retailer NPS)
- Purchase reasons (Drivers of retailer choice)
Chart Control
Hover over any value on a chart to see details. Select values in the legend to show or hide them on the chart.
For more information, speak to your local GfK Account Manager or contact GfK support.