For years retail marketing executives have relied on traditional sampling methods to monitor and measure consumer behavior, often from external agencies. But times are changing. We now live in an increasingly digital world, where shoppers flit from channel to channel on impulse and expect a personalized experience wherever they go.
In this environment, sampling that delivers only a broad picture of consumer behavior and preferences doesn’t go far enough. A much more detailed awareness of shopper behavior is needed, which requires a number of new capabilities.
