Getting Shopper Insights Off the Ground at Dr. Pepper Snapple

Jacob Ratner, Research Director at Dr. Pepper Snapple Group (DPSG) gave an awesome presentation on the organization’s road to developing a shopper insights strategy! He touched on some of the trends evolving with retailer/manufacturer relationships.
He remarked on the trend I have also seen the last few years in the relationship between retailers and manufacturers. Retailers are creating their own insights projects vs. leaning as heavily on manufacturer’s research findings. They are wanting to be a bigger decision-maker in every stage of research.
He also talked about one of their big ‘aha moments’ when moving to a shopper insight focus vs. a heavy brand consumer focus: The Shopper is Not (always) the Consumer. Knowing the consumer is one thing….but what if that consumer is not the shopper? Likewise, the shopper is not always the consumer. This insight alone has driven much of their work in the last year. His passion for looking at the shopper and consumer in different ways yet holistically (as shown in his Venn diagram) was a key take-away. Thanks, Jacob, for sharing!
Here’s more from Jacob regarding the presentation: