• Case Study #1 – Major supermarket chain
• Case Study #2 – Health care products manufacturer
• Case Study #3 – HBA client
• Case Study #4 – Snack foods marketer
• Case Study #5 – Major supermarket chain
• Case Study #6 – HBA products maker
• Case Study #7 – Diagnostic test kit maker
• Case Study #8 – Pharmaceutical products maker

Case Study #1 – Major supermarket chain

A recent retail client had problems with some stores in one market. A number of stores were performing poorly, while others in the market were performing above average. Why were some stores not performing well? Was it a matter of low awareness with the customers in the trading areas around the stores? Or, were shoppers aware of their stores, but negative toward their store décor and items carried? Did they have issues with cleanliness, parking or checkout times? Were their newspaper advertisements not reaching the target market? What was the difference in their stores’ image between poor performing stores and high performing stores?

To provide the answers needed to identify and correct problems, we conducted telephone interviews with the primary grocery shopper in households within a defined radius of each store location.

Armed with this information, our client has made changes to the poor performing stores that has resulted in increased sales.

Case Study #2 – Health care products manufacturer

The issue for this client was distribution and shelf space in stores. Though they had scanner sales data, they didn’t know exactly what the inventory, facings and out-of-stock levels were for their items, and competitive items. We designed a customized, nationwide sample of the major supermarkets, drug stores and mass merchandisers to measure their actual on-shelf distribution, shelf space, inventory and other measures. This information has been used to gain additional shelf space, give incentives to the sales force and maintain inventory levels.

Case Study #3 – HBA client

When their in-store test had been approved by a major mass merchandiser, the client had hoped that the test conditions would be implemented at retail by the chain. Just to be certain, they contracted with Test Track Research to conduct store checks to verify that the shelves were reset correctly, and that the price and other test conditions were maintained properly. Unfortunately, store personnel did not properly maintain the planograms and restock the shelves. After several weeks of reporting, we were asked to restock the items, maintain the test conditions and ensure that the test would produce accurate results.

Case Study #4 – Snack foods marketer

An SKU optimization study was planned to determine just which mix of items would sell best in the stores. Using one group of stores as control, and several others as test panels, Test Track Research maintained test conditions, restocked product according to the planogram, and tracked sales. Interviews were also conducted with customers in the stores to determine their reactions to the new shelf sets.

Case Study #5 – Major supermarket chain

Another client was faced with the opening of major competitive chain stores in a new region. They needed to know what the reactions of customers were in the trading areas around the new stores: Were people aware of the new competitive stores? Were they shopping there? What was their appeal? How were they viewed in comparison to the clients’ stores?

We conducted telephone surveys of customers in a defined radius around the new competitive store locations. Waves of the study were conducted both before and after the new stores opened to gauge how well the new competitor was penetrating the market.

With the insights from the study, the client has learned how to react to the competition, what types of customers are attracted to the competitive stores, and what they can do to improve their products and services.

Case Study #6 – HBA products maker

This manufacturer needed to know just what was occurring at retail with customers in the category. Were they entering stores with a brand purchase in mind? How much did they interact with store personnel? How many looked at POS materials and signage? How much brand switching took place in the stores? We designed a combination of in-store interviews and customer observations to fully explore why customers buy. The results have led to major changes in the marketing of their products, and increased sales.

Case Study #7 – Diagnostic test kit maker

Test Track Research designed a program for this client to show their user attrition rate, how many new users they were receiving vs. the competion, and the effects of new category entries over time. Using telephone interviews with a mixture of a static sample and new respondents, this multi-wave study revealed important new learning every quarter about their target market.

Case Study #8 – Pharmaceutical products maker

By interviewing a mixture of primary care physicians, key specialists and pharmacists, we provided a complete picture of the market for this pharmaceutical products maker. Primary care physicians and specialists were interviewed regarding their prescribing habits, patient drug requests, exposure to advertising, and managed care influences. Pharmacists were surveyed about their recommendations to patients, brand switching, brand stocking, and the influence of managed care. By combining the results from these groups, our client was able to see a complete view of the total marketplace and all the health care professionals that have an impact on their brand.

147 Columbia Turnpike, Suite 303 - Florham Park, NJ 07932 - Phone: (973) 360-1660 - Fax: (973) 360-1667 - Email: info@testtrackresearch.com